Large cities believe it is necessary to regain confidence in Spain as a destination

Large cities believe it is necessary to regain confidence in Spain as a destination


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Tourism representatives from large Spanish cities have agreed this Wednesday on the need to regain confidence in the destination Spain as a preliminary step for the return of visitors to their municipalities.

At a round table organized within the framework of the X Congress of Shopping and Quality Tourism in Spain, tourism managers in Barcelona, ​​Madrid, Malaga, Seville and Valencia They have defended, with some nuances, the need to reposition and restore confidence in Spain as a destination because that will also pull the cities.

All have focused their interventions on the new mantras of the sector: digitization and sustainability, two fundamental vectors to promote the change of model that must be expedited now for when the effects of the pandemic end and the sector returns to work with a certain normality.

The Councilor and Tourism Delegate of Madrid, Almudena Maillo, has pointed out that all the work involves recovering confidence in the destination of Spain, the same thesis defended by the director of the Málaga Convention Bureau, Francisco Quereda, who, however, is more optimistic and believes that the country is going to recover "fantastically well" and will regain the image as a tourist destination.

For the director of Bilbao Convention BureauKepa Olabarrieta, there are many attributes that make the Spain brand "powerful" but it is necessary to all work in the same line, while the general director of Tourism of Barcelona, ​​Marian Muro, has urged that Spain have a "strategically thought »in international markets.

The managing director of the Visit Valencia Foundation, Antonio Bernabé, does believe that it is necessary to influence the identification of the country with a quality destination, but he understands that this is not a specific matter of Spain but rather a global problem and that when confidence in travel is restored general perception will change.

The representative of Madrid He has pointed out that this "forced stoppage" of the activity should be used to propose a different tourism model, based on economic and social sustainability so that cities continue to have a life of their own.

Marian Muro explained that the city of Barcelona is taking advantage of this time to design the strategy for the coming years, based on pillars such as digitization, the design of new content to offer tourists beyond modernism and gastronomy - such as technological Barcelona - and the focus on markets such as Southeast Asia, particularly China, which, although attracting a lower volume of tourists, leave, on average, more money.

He too Manager of Congresses and Tourism of Seville, Antonio Jiménez, has stressed the need to advance in digitization and sustainability and explained that in the short term they are focusing on the European destinations with which it has better connectivity, such as the north and east of the continent, but in the long term term are aware of working to attract the Asian tourist.

From Bilbao and Malaga, Kepa Olabarrieta and Francisco Quereda have opted for attracting the new congress tourism, which will not host events with 1,000-2,000 people as before the pandemic, but which leaves four times more money than the vacation.

The managing director of the Visit Valencia Foundation has defended the alignment of large cities in their strategies and for accelerating the commitment to innovation, technology and sustainability, and has highlighted connectivity as a key factor in the strategy for recovery and attracting tourists. , much better in the cases of Madrid and Barcelona.

With information from EFECOM.


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