Mijas is promoting itself to the UK travel market at the World Travel Market in London, where the municipality is highlighting golf and gastronomy alongside its broader tourism offer.
Mayor Ana Mata and tourism councillor Francisco Jerez are taking part in promotional activity at the Costa del Sol tourism stand. Mata said UK visitors are Mijas’s leading international market and pointed to the municipality’s 12 golf courses, which she said are particularly popular with British visitors during the winter golf season.
The municipality’s 2026 campaign, titled “Donde la vida fluye” (“Where life flows”), also features health and nature tourism. Mijas’s offer includes the Sierra de Mijas and 14 kilometres of coastline, with five Blue Flag beaches, the town hall said.
The municipality’s public-private tourism body, Mijas Lab, is considering an annual food event focused on local produce and restaurants. No event date or plans have been announced.