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Óscar Bartual Bardisa
Madrid - Fitur
Jueves, 23 de enero 2025, 20:25
Tourism's "largest advertising investment in history" is how the Generalitat's ambitious campaign for 2025 is being highlighted. This promotional plan includes a musical spot showcasing the virtues of the region, focusing on its pleasant climate and diverse offerings.
Presented at Fitur on Thursday during the 'Day of the Region', Tourism Minister Marián Cano highlighted the campaign in an event that filled the central square of the Mediterranean stand. The minister stated that this year "will mark a before and after" and emphasized the "record investment in advertising, the highest to date", with a budget of 12 million euros, with a significant 30% allocated to international promotion.
The campaign 'More than a destination, it's an attitude' aims to resonate with visitors, "to be in the traveler's mind," explained the tourism head. The minister emphasized season extension as a major pillar of this campaign, which seeks to lengthen the tourist season through unique products and experiences. "We want to show that the region is more than a seasonal destination, which is why experiential content is included in every corner of the region throughout the four seasons," stated Marián Cano.
"We aim to promote sustainable and sustained growth and consolidate the tourist offer," explained the minister, detailing key products to achieve this, such as "golf, gastronomy, sports events, culture and popular festivals, nature and relaxation, or music and festivals."
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Óscar Bartual Bardisa
To achieve this, marketing strategies will be implemented with "high-impact campaigns in traditional and digital media for specific markets and segments," explained the minister, who also mentioned the region's participation in the ITB Berlin with its own stand to boost German tourism, which she described as a "strategic market."
These strategies will be complemented by "new social media campaigns, with a digital focus based on the new advertising campaign, which will centre on the region's product offerings," Cano emphasized, noting the aim to "showcase our offerings in a close manner."
A campaign targeting both the regional and national and international markets will be conducted in 12 different countries, with a focus on digital marketing. "The campaign captures the essence of who we are and what we want to share with the world." To this end, an advertising spot has been created, combining a musical and festive touch with dynamic aesthetics, featuring images of the region's tourist destinations and showcasing its wide range of offerings.
Season extension is not the only pillar supporting this ambitious campaign by the tourism ministry. Focus is also placed on markets such as the United Kingdom, more traditional ones, but also on distant markets like Asia and the United States, which the minister has acknowledged will be worked on through promotions and rounds of contacts to connect them with direct flights.
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Óscar Bartual Bardisa
Óscar Bartual Bardisa
Moreover, for the first time in twenty years, the Valencian Community will have its own stand at the ITB Berlin, the world's most important tourism event and an essential platform for strengthening relations with the German market.
The German market, being the main source of tourists in Europe, ranks fifth in the Valencian Community. Therefore, the Consell's goal is to seize this opportunity to reposition the region in this key market.
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