Town of Spanish Tourism Strategy, 2020-2025

With dramatic changes in consumer behaviour and motivations for travel moving away from individual offerings of one tourism business or product towards an immersive full experience of a “destination”, tourism strategy and branding are much different now than even ten years ago.

As seeing the sights are no longer enough, visitors want to get to know the people and places they are visiting with meaningful ways for them to return home with lasting memories. Success in tourism strategy is hence determined by how well it can make a memory no other municipality embraces in the same way, in order for it to lead to a unique and meaningful brand position. The tourism strategy and action plan proposed, is an evidence-based strategy that examines carefully, trends in the macro environment, rivalry within competitive space and assets within the community to inform systematic strategic formulation.