The Marketing Strategy Participation Phase Comes to an End

31-12-2018 | Turisme de Barcelona

The new Destination Barcelona Tourism Marketing Strategy (EMTDB) has completed its participatory process in which opinions, impressions and suggestions were gathered from various groups connected to tourism. In total, fourteen sessions were held, ten themed and technical, and four open and participatory, in which national and international operators and various social and regional agents could voice their opinions and concerns.

This initial participation phase, followed by the two digital participation campaigns planned, will be used to conduct a diagnosis to begin to develop the strategy. The sessions covered important aspects such as identifying the various visitor groups to be targeted strategically and how to communicate the destination's attractiveness and added value, taking advantage of its geographical location and nearby attractions and incorporating the tourism reality into the reality of the city and its surroundings. The next phase is now starting, during which the positioning, story and brand strategy, products, markets and promotion management for the destination will be defined.

The definitive document will define the positioning and strategy direction, and be used to draw up the Operating Plan defining the Destination Barcelona Marketing Strategy, with a programme and lines of action, plan of work, schedule, budget and monitoring indicators. There will be an initial six-month support period for its implementation among distributing agents during which monitoring reports will be issued so that the Plan becomes operational in 2019.