The key objective of TURESPAÑA's digital marketing strategy is to reposition Spain as an attractive tourist destination for its various priority markets and audiences. Spain's tourism brand is strongly linked to the value proposition of “sun and beach”, and this is something that we want to change using various online marketing tools.

To achieve this, we at TURESPAÑA have designed a digital marketing strategy built on the pillars of:- Full funnel strategy, although the “upper funnel” is particularly important- Selection of tools according to the phase of the customer journey- Content is King. Content marketing- Big data, both in planning and in measuring results- Selection of distinct tools for B2B and B2C.While the greatest efforts are focused on the upper funnel (attention and interest), we are not limited to these stages. We are working on a full funnel strategy, also addressing the planning, purchase, loyalty, and recommendation phases.One of the keys to our strategy is precisely to use the specific tools that are most appropriate in each of these phases; for example, advertising in the awareness phase and social media in the recommendation phase, or email marketing in the loyalty and recommendation phase.We also highlight the importance of content marketing as a cross-cutting element. Our digital strategy involves a careful selection of content – both our own and third-party content – which applies to all tools.Finally, we also start from the premise of the importance of big data, both for planning actions and for measuring results.In terms of PLANNING, our strategy involves hyper-segmentation, for which big data, when used appropriately, allows us to know where our priority audiences are and reach them with the appropriate content, at the right time, and in the right format.In terms of results measurement, in addition to using traditional digital marketing metrics (for which we have created a sophisticated set of KPIs, both global and market-specific), we measure the ROI of our online activities, both owned and paid, in terms of hotel and flight searches and bookings, as well as estimated hotel spending.Finally, it's worth highlighting the use of various online tools, differentiating between B2B and B2C marketing.With regard to B2B marketing, several tools stand out: online training , relationship marketing, B2B social media, etc.However, TURESPAÑA's digital marketing strategy clearly focuses on the end customer, and in this respect, most of the tools we use are B2C marketing tools. Whilst not an exhaustive list, this includes the following: online advertising, social media marketing, relationship marketing (leading to P2P marketing), content marketing, and web marketing.