Mijas seeks new ways to promote itself in the British tourism market

With the certainty of the enormous potential that the British tourist market continues to show despite the United Kingdom's exit from the European Union, the Mijas City Council continues to work in this country to improve the positioning of the municipality. In this strategy, the golf segment is particularly important, and the Council wants to consolidate Mijas as a reference destination in strategic international markets such as the British one.

This objective is the reason for the international event Costa del Sol Road Trip to the UK, recently held in cities like Liverpool and London, which brought the Councilor for Tourism, Francisco Jerez, to the United Kingdom. The councilor held meetings with travel agents, specialized tour operators, and British media linked to golf. Some of these operators showed interest in including Mijas in their catalogs and campaigns, and the City Council has developed specific content and materials adapted to this audience.

After the trip, the Tourism area has worked on creating personalized proposals aimed at agencies specializing in golf packages, combining top-level golf courses with quality accommodations and complementary experiences in the municipality. At the same time, this department of the Mijas Council has been developing materials adapted to the preferences of the British market, with the aim of strengthening the image of Mijas as a unique destination within the Costa del Sol.

A destination with its own identity

The City Council has begun planning future joint campaigns with the operators contacted during the trade mission in the United Kingdom, which will enhance the visibility of the municipality in the distribution channels most used by British travelers. "One of the main objectives has been to position Mijas not only as part of the Costa del Golf but as a destination with its own identity, combining quality, climate, gastronomy, and top-level golf courses," emphasized the councilor.

The City Council highlights that the British market continues to show "enormous potential", especially in mid and low seasons, which makes it "a fundamental ally" to advance in the deseasonalization of tourism. "Our next step will be to reinforce the digital presence of Mijas on the portals most used by these travelers and to close specific collaboration agreements with different tourism operators before the end of the year," Jerez advanced.

With this medium and long-term strategy, the Mijas City Council ensures to reinforce "its commitment to a quality, sustainable, and diversified tourism model, capable of generating added value for the municipality beyond the summer months." The external drive translates, according to the Council, into a promotion strategy that is not limited to sporadic actions but encompasses "a global, coherent, and sustained approach."