The Montilla City Council has unveiled figures that solidify tourism as a fundamental pillar for local economic development. During 2025, the Tourist Office recorded 9,683 attendances, representing a remarkable 49% increase compared to the previous year. This growth was evident in both tourist inquiries, which rose to 6,715 (a 19% increase), and attendance at events, which tripled compared to 2024, reaching 2,968 people.
The municipality's museum spaces also experienced unprecedented success, with a total of 18,314 visits, a 16% increase from 2024. The Sala del Gran Capitán was particularly popular, exceeding 5,100 visits in its first eight months of operation.
“"Our tourism presents very positive data and, moreover, with sustained growth over time. What cannot be quantified cannot be improved, and having these indicators allows us to continue advancing towards a more solid tourism model."
The mayor of Montilla, Rafael Llamas, emphasized the importance of these figures for the continuous improvement of the tourism model, noting that the results encourage continued work on sustainability criteria and an attractive and competitive city model, supported by local heritage, culture, and economic fabric. He also highlighted ongoing projects such as the Tourism Sustainability Plan and the commitment to congress tourism, as well as the crucial role of the local business and associative sector.
For his part, the Councilor for Tourism, Adrian Lapsley, outlined the municipal roadmap, whose objective for the 2023-2027 period is to consolidate sustainable tourism as an engine of socioeconomic development. Lapsley highlighted the progress made in the last 15 months, including the opening of new cultural spaces, increased accommodation capacity, and the promotion of events and tourist products.
For 2026, important milestones are expected, such as the culmination of the Tourism Sustainability Plan in Destination (PSTD) and the implementation of the Wine Museum and Visitor Reception Center in the Parador. The councilor concluded by stating that Montilla is positioning itself as an increasingly competitive and attractive destination, a benchmark in Andalusia for its cultural, sports, and wine and olive oil tourism offerings.
Despite a temporary decrease in visitors in January and February 2026 due to adverse weather conditions, March showed a strong recovery, almost doubling the previous year's figures and registering nearly 3,000 visits to museum spaces in a single month.
