Approach
THR developed a visitor economy marketing plan with a thorough internal and external analysis, strategic directions, and initiatives focused on the visitor economy within a sustainable framework.
The following specific activities were carried out:
- Internal diagnosis of Catalonia, the agency, and the compliance with the previous marketing plan.
- Analysis of the external framework to identify trends and best practices.
- Organization of events and workshops to involve the private and public sectors.
- Definition of the agency’s purpose, vision, and ambition for Catalonia.
- Design of strategies, initiatives, and action plans focused on enhancing the visitor economy.
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An innovative marketing plan for a destination considering the new trends and ways to manage tourism impacts.
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strategies and 113 specific initiatives to develop the new Marketing Plan for the Visitor Economy
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The strategies fit in the framework of 7 key strategic objectives: temporality, diversification, decentralization, economic impact, satisfaction of resident- visitor, sustainability and visitor loyalty
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Special emphasis on the well-being of residents and the social, environmental, and legacy impacts of tourism in the region
