Mijas tourism strategy: town cluster sets vision for 2027 Mijas tourism strategy targets year-round visitors as the Mijas Lab cluster reviews strong summer figures and prepares for the Ladies European Tour golf event. Mijas Lab cluster evaluates summer results and plans future campaigns Representatives from the public sector and local business community gathered at La Cala Resort on October 20, 2026, for the fourth meeting of the Mijas Lab tourism cluster. The working group reviewed performance metrics from the recently concluded peak summer season, which local leaders described as very satisfactory regarding hotel occupancy, visitor arrivals, and overall commercial activity across the municipality. The meeting focused on establishing promotional priorities for upcoming international travel trade fairs, starting with the World Travel Market in London. The session was co-chaired by Mijas Mayor Ana Mata and Tourism Councillor Francisco Jerez, bringing together hotel directors, golf course operators, restaurateurs, and municipal officials. First Deputy Mayor Juan Carlos Cuevas Dawson and Beach Councillor Daniel Gomez Teruel also attended the meeting. Mayor Mata highlighted the importance of public-private collaboration, stating that tourism remains a principal industrial driver for Spain and a vital source of local employment in Mijas. She noted that combining public administration resources with private sector enterprise creates direct opportunities for local workers and strengthens the municipality's position within the wider Costa del Sol region. Major golf tournament to showcase Mijas to global audience A central topic during the meeting was the upcoming Andalucia Costa del Sol Open de Espana, which will serve as the season-ending tournament for the Ladies European Tour. Scheduled to take place at La Cala Golf from November 26 to 29, 2026, the elite sporting event will feature 75 top international professional golfers competing for the title. Organizers confirmed that television networks will broadcast live coverage of the four-day competition to sports audiences in 147 countries worldwide. Sean Corte-Real, representative of the Mijas Golf Courses Association and general manager of La Cala Resort, presented details of the tournament program to the cluster. He explained that municipal backing has been crucial in securing the event, which includes community engagement initiatives such as dedicated golf clinics for local school students and specialized sessions for senior citizen groups. With 12 active golf courses operating within its boundaries, Mijas caters heavily to golf enthusiasts, a demographic recognized for generating above-average daily expenditure, particularly during the autumn and winter months. Gastronomy and extended beach season drive promotional focus The cluster also emphasized local gastronomy as an essential pillar of future marketing efforts. Attendees agreed to explore founding a specialized annual culinary event involving local restaurants and hotel chefs to showcase the town's food scene. Tourism leaders view high-quality dining options as a key decision factor when prospective travelers choose between Mediterranean destinations. Beach Councillor Daniel Gomez Teruel presented updates on the municipal Coastline Plan for 2027-2030, which was previously introduced to local chiringuito owners and beach concession holders. A major structural change in the new plan is the extension of the official beach service framework from eight to eleven months per year. This operational extension allows vendors to maintain seasonal amenities such as sunbeds, umbrellas, massage marquees, and nautical sport zones across nearly the entire year, catering to off-season visitors and winter residents. Winter holiday campaigns and social solidarity initiatives The meeting concluded with discussions on the upcoming Christmas promotional campaign, with council members urging private businesses to align their holiday decorations and promotional activities with municipal initiatives to project a unified town image. Combining public and private holiday marketing helps establish a coherent destination profile during the winter travel season. In addition, Juan Miguel Marcos, representing the AEHCOS hotel association in Mijas, introduced a charitable proposal in partnership with the Idiliq Foundation's Kind Holidays initiative. The program seeks to provide free hotel accommodations for families enduring severe medical treatments or personal hardship, demonstrating the local tourism sector's commitment to social responsibility alongside commercial development.