The Instituto de Turismo de España (TURESPAÑA) has among its functions that of planning, developing and taking the steps necessary for the promotion of Spanish tourism on the international markets, supporting the marketing of the Spanish tourism products abroad and collaborating with the Regional and local authorities and the private sector in programmes related to the promotion and marketing of their products abroad. In order to do so, we assume a triple role:

Turespaña is a major tool for Spain's tourism policy, which is no limited merely to promoting the tourism supply, it also tries to improve those areas where there could be negative effects on the competitiveness and sustainability of tourism, while promoting at the same time the development of new tourism products.

Turespaña can also serve as a valuable tool for supporting the marketing and promoting of tourism products and destinations. Turespaña acts as an advisor and an assistant to the sector, by helping it to promote and sell its products in the foreign markets.

Turespaña is a public organization committed to an effective and efficient management. As a modern and responsible organization for the promotion of a country that occupies the second position in the world tourism ranking, we rely heavily on a series of internal goals aimed at attaining managerial excellence.

In order to fulfil these missions, the Marketing Plan is the strategic plan for action wich stablishes six main lines of action around wich all the activities of Turespaña are structured.
The specific goals of this Plan have been defined, taking into account the three afore-mentioned roles, beginning with a suitable diagnosis of the situation based on an in-depth study of the international tourism demand in Spain, its evolution over the las few years, the latest trends and oportunities, and an analysis of the segmentation, image and positioning on the different markets of the tourism products, the image of the trade name and the new perspectives offered by Internet.

The goals stablished in the Marketing Plan are specified annually in the Operating Plan, which determine the corresponding commitments for results pertaining to each objective and the guidelines which will make it possible to do a follow-up of those committments.

Access to the complete contents of Turespaña's Marketing Plan