The University of Malaga (UMA) is immersed in the study and analysis of the tourist reality of Mijas for the renewal of the Mijas strategic tourism plan, which will cover from 2023 to 2027 with the aim of define future lines of action in the new context of the global sector, as announced on Monday by the mayor responsible for the area, José Carlos Martín.

The councilor has announced that “the works will begin the phase of meetings and direct contacts with the professionals of the sector and with the public administration to carry out this field study of the current situation, as well as to listen to proposals”.

The tourism plan that began in 2018 and is now coming to an end has achieved significant results over the years, but, as Martín has pointed out, “it must be update to put their lines of action in context pfor the coming years” and it is that “the world situation has changed after the arrival of the covid pandemic and the priorities are now different, or at least more nuanced.”

Even so, he has indicated that the municipality knew how to adapt to these complicated circumstances and was a pioneer at the national level in terms of health because, in the words of the mayor, “quickly and effectively implemented all sanitary measures possible to combat the coronavirus and make Mijas a totally safe destination”.

In this sense, in 2017 the Mijas City Council commissioned a strategic tourism plan from the University of Malaga that has been valid since 2018. With this line of action, a Guide for the promotion of the destination of the Costa del Sol town, managing its offer and defining ways of financing and projection of products and promotions that, in the case of Mijas, added four other potential segments to the three main sectors (sun and beach, white Mediterranean town and golf) (gastronomy, crafts, nature and sports) that the department has been exploiting over the years.

To update the strategic tourism plan for Mijas, Martín held a meeting this morning with the director of the University Institute of Tourism Research and Intelligence and Innovation of the UMA, Enrique Navarroand the drafting team of the project for define future lines of action in the new context of the global sector.

These are the first steps to follow to renew the plan since “following these guidelines, the offer of Mijas has found a better accommodation with closest promotional campaigns to what the potential tourist is looking for and, in this way, we have had a more prominent and outstanding presence in visibility events such as the various world fairs of tourism such as those that are held in Madrid, Paris, London and Berlin, in which our town has a large presence”, assured the municipe.

With new ways of traveling in mind, the Mijas strategic tourism plan update will continue to work in the short, medium and long term for the revaluation of the Mijas offer and its national and international projection as one of the most complete destinations on the Costa del Sol.

Sustainability, the development of a single destination management system where the complete offer that makes Mijas a strong pole of attraction is linked, the use of resources or the synergy with other destinations These are some of the aspects that were taken into account when preparing the first tourist plan for Mijas and that will continue to be the basis of the second, but “without losing sight of the fact that the situation has changed and for this, it is going to be studied in depth how these changes affect us and how we can adapt our products to be even more attractive to our future visitors”, concludes Martín.

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