Report on the Costa del Sol with images of landscapes and a donkey statue, presented by Gonzalo Pinilla. — Mijas has successfully presented its new tourism campaign, "Dive into Mijas," at the prestigious FITUR 2025 event. | EDATV

Camara — Mijas has successfully presented its new tourism campaign, "Dive into Mijas," at the prestigious FITUR 2025 event. | EDATV

Discover the Lost Gem of the Costa del Sol

Mijas shines at FITUR 2025 with the 'Dive into Mijas' campaign

27/01/2025 17:00:00h

Adais Cásares

Mijas has successfully presented its new tourism campaign, 'Dive into Mijas,' at the prestigious FITUR 2025 event. This initiative, led by the Tourism Councilor, Francisco Jerez, aims to position the municipality as a destination offering a complete and immersive experience, highlighting the authenticity and unique character of Mijas.

Descubre la perla perdida de la Costa del Sol

An immersive and multisensory campaign

The 'Dive into Mijas' campaign goes beyond traditional promotion. It focuses on offering visitors an immersive experience that encompasses all the senses. Jerez explained that the strategy is based on conveying the sensations and emotions that Mijas evokes, from its rich cultural and leisure offerings to its exquisite gastronomy, including local crafts, sports activities, and the impressive natural beauty of the coastline and mountains surrounding the municipality.

A group of people at a promotional event for the Costa del Sol in Malaga, with a poster inviting people to dive into Mijas and a podium with logos of the Andalusia region.

During FITUR 2025, Mijas has received several recognitions for its work in tourism promotion and innovation | Redes sociales

Innovation and sustainability

In his speech at FITUR, Jerez emphasized Mijas's commitment to innovation and sustainability. The campaign includes the use of advanced technologies, such as augmented and virtual reality, to offer potential tourists a preview of what they can experience in Mijas. He also highlighted the municipality's efforts to promote responsible and environmentally friendly tourism, with initiatives aimed at preserving natural and cultural heritage.

Set of modern buildings surrounded by greenery with a pool in the center and hills in the background.

During FITUR 2025, Mijas has received several recognitions for its work in tourism promotion and innovation. The exhibition space of Turismo Costa del Sol, where Mijas has been one of the protagonists, has attracted thousands of visitors and caused significant media interest. | EDATV

Recognitions and strategic alliances

During FITUR 2025, Mijas has received several recognitions for its work in tourism promotion and innovation. The Costa del Sol Tourism exhibition space, where Mijas has been one of the main attractions, has drawn thousands of visitors and caused significant media interest. Jerez thanked Costa del Sol Tourism for its continuous support and for positioning Costa del Sol as one of the most prominent international destinations.

A man with glasses and a suit is being interviewed by a young man holding a microphone from EDA TV, with a background of white buildings.

During FITUR 2025, Mijas has received several recognitions for its work in tourism promotion and innovation. | EDATV

Additionally, numerous meetings have been held with representatives of the tourism sector, both nationally and internationally, to strengthen relationships and explore new collaboration opportunities. These strategic alliances are essential for the growth and consolidation of Mijas as a top-tier tourist destination.

Future prospects

With the 'Dive into Mijas' campaign, the municipality hopes to attract a greater number of visitors and establish itself as a destination offering unique and memorable experiences. Francisco Jerez concluded his speech at FITUR 2025 by expressing his optimism and desire to continue working so that Mijas remains a benchmark in the tourism sector.

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