It governs the local government of one of the largest municipalities on the Costa del Sol and one of the Spanish powers in golf tourism. Mijas is the second municipality in the country in number of golf courses, only surpassed by the neighboring Marbella. Jose Antonio ‘Josele’ Gonzalez, 37 years old, secretary general of the PSOE of the town, has never practiced this sport but is aware of the tourist impact that golf has in the area.
The golf segment,” he says, “is very important for Mijas, especially in the fight against seasonal tourism, so feared in coastal municipalities, where sun and beach tourism is also an attraction for tourists from all over the world.
“Paradoxically”, he continues, “from autumn onwards, golf starts its high season, making the Costa del Sol, with its large number of infrastructures, a preferential destination whose attraction is evidently complemented by its great climate 365 days a year”.
“Faced with a harsh winter in European countries,” adds the mayor, “destinations like ours become more appealing than ever for fans of this sport, and that’s when the Costa del Sol emerges as a preferential option and each year better positioned.”
-What actions are being carried out by the City Council to consolidate and promote this important tourist destination?
-This year we have focused on this segment as one of our strengths in attracting tourists, focusing on the creation of our own golf brand to distinguish us from other destinations, as well as focusing our efforts on the creation of a special golf marketing plan.
-Do you have any estimate, even approximate, of what golf tourism represents in terms of employment and income for the municipality?
-We do not have at present an exact figure only for the municipality but for the province as a whole. What is clear is that golf translates into employment and wealth for the entire Costa del Sol. The impact of this in the province is very important, it is estimated an annual average of 1,410 million euros in direct and indirect production, with golfers whose average stay is 12.3 days and an average total expenditure of 1,800 euros.
We are talking about the fact that the overall average expenditure of travelers attracted by the golf tourism segment is double that of other types of seasonal tourists on the Costa del Sol, thanks, among other things, to its wide range of more than 70 golf courses, and this must be highlighted.
The province of Malaga has everything to be a reference destination in the world in terms of golf and for the celebration of events such as the Open de España Femenino.
There is no doubt, therefore, of the relevance of tourism as an economic engine. Tourism accounts for 13 percent of the Andalusian GDP and the 500,000 golf tourists account for around 5 percent according to the latest data from the Junta de Andalucía. These are data that we cannot ignore and that we must continue to promote.
-The variety of the golf offer is a characteristic of the municipality, with golf courses suitable for all tastes and economies….
-This is a question we are asked very often, and I sincerely believe that this discipline has been approaching the general population, although it still has a certain reputation of being an expensive and elitist sport, but I think that these statements do not fit the reality today. There are many other more expensive disciplines that certainly do not move the volume of business and tourism that this sport involves.
The good thing about having a wide range of golf courses is precisely that, not only generates a synergy between them to continue improving every day, but also to make this sport more accessible to all types of users, both foreign and domestic, which have been several years with a growing trend in number of users.
-Is there any project for the construction of new golf courses in the municipality?
Yes, we have a future project in the area called Valle del Gol, which has achieved certification of tourist interest at the regional level, and which includes an 18-hole golf course, a 5-star hotel, an Andalusian village with 296 apartments on 100 hectares.
It should be noted that this project involves an estimated investment of 60 million euros, including the construction of a 5-star hotel with 154 rooms, congress hall, spa and beauty salon, sports training and physiotherapy center, golf and regional cuisine restaurant.
It also includes a complex of tourist apartments distributed in a building with 54 apartments with a central square, restaurants and stores and an Andalusian village with 296 apartments with independent access.
We are therefore talking about the expansion of the sports and leisure offer associated with tourism in Mijas and the Costa del Sol, which will improve and consolidate Andalusia’s position in the golf tourism segment.
-Apart from golf, what other specific characteristics does Mijas have in terms of tourism that differentiate it from other holiday destinations?
-The good thing about Mijas is that it has a unique wealth of heritage and resources in just 149 square kilometers. Our municipality brings together the best of the sea and the mountains, we have gastronomy, culture, nature sports, sun and beach, history… an endless number of attractions to enjoy all year round.
Our tourist bet is based on the tourism of sensations, we work thinking every day in the tourist excellence and taking care of this sector, as the biggest engine of the local economy.
We defend the need to grow as a municipality and to grow well. To do so in a sustainable way so that residential, family and quality tourism remain hallmarks of our holiday destination.
-Has the Town Hall considered the possibility of Mijas bidding to host the 2023 Solheim Cup?
-The Solheim Cup will have an important impact on the Costa del Sol, which is where the candidacy is being worked from, from the Mijas Town Hall together with Benahavis and Marbella, so we are going to bet that Mijas is also present. For our part we are going to make a proposal because we want Mijas to be with women’s golf and with the Solheim.
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