Spain looks at its tourism promotion to attract new markets
The government has agreed to allocate 33.3 million euros to develop advertising campaigns in countries where Spain is not a consolidated tourist destination.
The Council of Ministers authorised the Spanish Tourism Institute (TURES-PAÑA) to develop international advertising campaigns to promote the Spain Brand of tourism and attract new customers.
Acting Minister for Industry, Trade and Tourism, Reyes Maroto said Spain continues to be a “tourism powerhouse” and is the leader in competitiveness, as endorsed by the World Economic Forum, although she warned that we must not be “complacent” in a context in which the offer from competitor destinations is on the rise and tourists are increasingly more demanding.
“We must continue working to define a tourism model based on quality and econo-mic, social and environmental sustainability,” she stressed.
Reyes Maroto explained that the advertising actions approved will be targeted, first and foremost, to attracting tourists from emitting markets such as Southeast Asia, China, Japan and South Korea, where Spain “is still struggling get a foothold”.
The second key element will be to consolidate the British market given the decline in the flow of inbound tourists from the United Kingdom to Spain. Reyes Maroto pointed out that the potential causes of this decline are the recovery of other competitor destinations and Brexit, and argued that, given the possibility of a no deal withdrawal from the European Union, “it is very important to offer guarantees to British tourists that we are ready to provide them with the same service.”
The minister stated that the third main pillar is the renewal of Spain’s image by under-lining its modernity and the quality and diversity of its tourist products.
“Spain is not only sun and beach but also business, leisure, culture and heritage tourism,” said Reyes Maroto, for whom it is essential to attract these new segments of demand. Gastronomy, for example, is already the leading reason to travel to Spain for ten per cent of inbound tourists.
As well as this “motivational” diversification, as the minister defined it, other basic goals are diversification over time to seasonally adjust tourist flows that are predominantly concentrated in the summer months, and geographic diversification so that the benefits of tourist activity – which currently generate eleven per cent of the Gross Domestic Product (GDP) and 13.3 per cent of all jobs – can reach all Spanish regions.