The Council of Ministers yesterday authorized the Institute of Tourism of Spain (Turespaña) the conclusion of a contract valued at 33.3 million euros to carry out several advertising campaigns to strengthen the tourist image of Spain in the world, with special attention to the British market and the effects of Brexit.
As reported by the Government in office, the objective of this contract – the first of its kind to be approved since 2010 – is to contribute, through these advertising campaigns, to achieving the basic objectives of the Strategic Marketing Plan of Turespaña.
These campaigns “will help increase the visibility of the tourist brand Spain and to publicize the destination and its main attractions in markets where we are not yet positioned, such as the Asia-Pacific area and, specifically, China, Japan and Southeast Asia, where it aims to attract new customers,” added the Executive.
In addition, in the case of the United Kingdom, the campaigns will pay special attention to the effect of Brexit, so they will focus on retention and loyalty of the main tourist market for Spain, the British.
Finally, another of the objectives of these marketing actions will be to renew the image of the brand Spain, “seeking to give the image of a modern, renewed Spain, which stands out for the quality by improving the products it offers and expanding the supply of those products”, it concluded.