The purpose of the activities in this area is to strenghten the positioning of Spain's tourism brand image in the international markets. That brand image should include among its characteristics the different Spanish products and destinations.

       

Images of the Campaign

Turespaña's goals, in this area, are as follows:

• To mantain and reinforce the advertising campaigns to promote Spain's tourism image in order to increase its recognition and its already privileged position in the international tourism market.

• To develop a communication strategy regarding the brand image, in order to highlight the most essential and differentiating elements wich a trip to Spain would provide, as a unique experience compared with other competitive destinations, especially focusing on:

                  The way of living and the general lifestyle existing in Spain.                   Cultural and familiar environment.
                  Its unique and personalised supply.
                  Its extensive and rich diversity.    

• To achieve an important evolution of Spain's image as a tourist destination wich would surpass its almost exclusive association with the supply of a sun and sea vacation, by adding the new characteristics linked to other completely different motivations.

• To obtain the greatest competitive advantages derived from the existence of a tourism brand image, whose recognition and characteristics would support the marketing of the Spanish tourism products.

We work together with the Regional Authorities in order to carry out the promotions though joint campaings, which will make it possible to associate the Spanish brand image with the different tourist destinations and products and also promote the respective regional brand destinations and inter-regional brand images: The Pyrenees, Green Spain, the Silver Route, the Jacobean Way to Santiago de Compostela, and the World Heritage Sites. A second line of promotion is also being undertaken aimed at boosting the marketing of specific tourism products in cooperation with the private sector.