The consortium wants to promote co-marketing to reach agreements with companies in the promotional objective that relaunches the Catalan capital as a destination
A communication campaign will pursue an increase of 15% in visitors from the rest of Spain, which will offset the losses of recent years
The promotion strategy for the next two years is to focus on culture in a broad sense
Turisme de Barcelona has begun to look beyond the pandemic at the meeting of its general council, held this noon in the town hall, with the forecast of investing in the next two years 12 million in promoting the city provided that the situation created by the covid-19 crisis improves. With this budget, the consortium wants to promote co-marketing to reach agreements with companies in this promotional objective. The idea, according to the general director Marian Muro, “to present the destination of Barcelona with a multiplicity of contents according to their attributes and create new ones “.
Thus, Turisme de Barcelona will tackle a communication campaign aimed at national visitors, with the aim of an increase of 15% to compensate for the losses of recent years. In the foreign market, the big bet is tourists from Southeast Asia (an emerging strip) and the American continent.
Find a valuable customer
The promotion strategy for the next two years is to focus on culture in a broad sense, that is, architecture, art, creative industries, design, the Barcelona of cinema and the great film sets, “as the main axis “of the attractions of the city. Likewise, there is an impact on the search for “a valuable customer”, which is sustainable and respectful of the destination.
It may interest you
The meeting of the general council, which has approved a budget of 20.65 million for this yearhas also approved a modification of the consortium’s statutes, pending approval by the Chamber of Commerce and the City Council. “These new statutes will entail a reinforcement of governance and public-private collaboration, to encourage Turisme de Barcelona to play a key role in the economic reactivation of the city”, stressed, Jaume Collboni, the first deputy mayor, who has chaired the general council.
The new statutes will allow the consortium partners to appoint representatives of other relevant institutions or associations from the world of tourism in the Catalan capital as members of the general council. In this sense, the Councilor for Tourism and Creative Industries, Xavier Marcé, has highlighted the openness to these “new agents” as a dynamic element of the consortium. As it should also be, according to Eduard Torres, president of Turisme de Barcelona, the obligatory step forward in the field of digitization for the promotion of the city. “We have to work with the visitor’s data before, during and after their stay,” he said.