Torremolinos warns that

On the streets of the British capital, taxis now display ads proclaiming that "Paradise is already in London," featuring Torremolinos. This campaign marks one of the first promotional efforts by this tourist town in conjunction with the World Travel Market (WTM) celebration, where the destination will be showcased at the Costa del Sol stand. Here, meetings with operators will be held to strengthen the brand in its main source market. The Torremolinos City Council states that the campaign aims to achieve more than seven million impressions. The initiative, involving 25 taxis, will run until the 28th of this month.

Additionally, the municipality will present a promotional video that humorously captures the impact Torremolinos has on travelers and the bond it has forged with these tourists over decades. The main character is Jimmy, a Brit who has been living in this town since he was young. Jimmy is portrayed by Daniel Edfford, a freelance announcer with over 5,000 followers on Tik Tok, a voice-over artist, DJ, and writer.

The Torremolinos City Council explains that "Jimmy shows the most emblematic and distinctive places of the city such as its beaches, San Miguel Street, Pablo Ruiz Picasso Square, and the newly built Vicente Aleixandre Square; buildings that define it like the Pimentel Tower, its churches or the House of Navajas; leisure spots such as flamenco tablaos, live music venues, or the water park; typical gastronomy like espetos, paella, or fried fish; our traditions like Holy Week, Romería or the fair; and customs like the different ways of serving coffee, eating churros for breakfast or unique local expressions."