I am sent a message on Facebook - look, they say in Spanish, at last a webpage that's good! So, here it is, the Mojácar Town Hall Tourist Department website, in Spanish, English and three other languages. Here's the first bit of 'Ten Reasons to Chose Mojácar':
'The beauty of the image of Mojacar, a majestic mix of white houses, swirling and hanging on the last spur of the Sierra de Cabrera, surprises us direct on arrival. Then, once inside the maze of narrow streets beautiful, every corner captivates us and shows us both the privacy of his past as the most beautiful horizons through their viewpoints'.
Now, better than half of all of the residents of Mojácar are British, yet, as always in Spain, no one is asked to check the purple prose. They want our money but they don't want our participation.
More? Try 'the Gastronomy': 'The diversity and quality of the cuisine can be enjoyed mojaquera round in restaurants and bars can be found in both the People and in the beach area. Products of the land and sea, cooked simply, international dishes, along with traditional recipes and elaborate, are offered the most discerning palate'.

Later: Someone writes - 'In my experience I think there is a fear to relinquish even the smallest, tiniest bit of control to somebody British just in case it was done too well and it let the cat out of the bag.
I always get the impression that the people involved in tourism in our region are not the slightest bit interested in anything other than helping out friends and family and ticking the boxes required for them to keep their job.
We all know, or at least the majority know how we could increase tourism by 300%+ and that would be without any budget'.