Mijas Lab, the municipal tourism cluster, has addressed the promotion of 2027, the holding of the Open de España golf tournament in La Cala and the extension of the 2027-2030 Beach Plan from eight to eleven months a year.
El Mijas Lab, the tourism cluster of Mijas, has agreed to study the organisation of a gastronomic event with restaurants and chefs, including those of hotels, to turn it into a main attraction of the municipality. This was agreed at its fourth meeting, held on Tuesday, October 20 at La Cala Resort, according to the Mijas Town Hall.
Beach Plan and overseas promotion
The councillor for Beaches, Daniel Gómez, has explained to the cluster the Beach Plan 2027-2030, presented a month ago to business owners in the sector, especially those of beach bars and coastal establishments. The main novelty is that its duration will go from eight to eleven months a year, which will allow expanding leisure services aimed at residents and visitors, such as sun loungers and umbrellas, registered massage tents or nautical areas.
The meeting also addressed the municipality's promotional policy ahead of the start of the main international trade fairs, the first of them the World Travel Market (WTM) in London. The meeting also served to analyse the data of the recently ended high season, which the Town Hall describes as very satisfactory in occupancy, traveller arrivals and general activity.
The Open de España de golf
The representative of the Asociación de Campos de Golf de Mijas and director of La Cala Resort, Sean Corte-Real, has detailed to the cluster the complementary events of the Andalucía Costa del Sol Open de España 2026 de golf, the last event of the Ladies European Tour. The tournament will be played at La Cala Golf from November 26 to 29, with 75 players and live broadcast to more than 150 countries. Among the planned activities are initiatives aimed at schoolchildren and older people in the municipality.
Christmas and charity action
El Mijas Lab has also addressed the Christmas campaign, both the municipal initiatives and those that the private sector may promote. Lastly, the representative in Mijas of the Asociación de Empresarios Hoteleros de la Costa del Sol (Aehcos), Juan Miguel Marcos, has proposed that the tourism sector lead a charity action for families in difficult situations, especially in the face of unfavourable medical diagnoses.
The meeting was chaired by the mayor, Ana Mata, and the councillor for Tourism, Francisco Jerez.
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