In 1991, Rojas-Marcos was elected mayor of Seville after forming a pact with the People's Party led by Soledad Becerril. He remained as first deputy mayor when she succeeded him in 1995. He was mayor at the time of the Seville Expo '92. He dismissed Jesús Aguirre as director of the exposition in October 1991 for having accused him of a lack of cultural knowledge.