The Community of Madrid will spread a campaign to attract quality tourism from the main European markets
At its meeting today, the Governing Council approved the dissemination of an online tourism promotion campaign for the Community of Madrid aimed at the most powerful European markets. The initiative seeks to attract quality tourism with travelers with high purchasing power from the main cities of the Old Continent. This measure by the regional Executive has a budget of 1,5 million euros to publicize the region as a great vacation, cultural and leisure destination in France, the United Kingdom, Germany, Italy, Belgium, Holland, Switzerland and Sweden, as well as as in other emerging markets such as Israel.
Specifically, the proposal of the Ministry of Culture, Tourism and Sports has been given the green light to position the Community of Madrid as a long-stay offer, focusing on its UNESCO World Heritage cultural enclaves (Landscape of the Light of the capital, the University and historic center of Alcalá de Henares, Monastery and Royal Site of San Lorenzo de El Escorial and Cultural Landscape of Aranjuez). Other key elements of Madrid's tourist offer will also be influenced by the dissemination, such as the great museums, gastronomy, commercial offer, nightlife, wine tourism, flamenco or nature tourism.
The communication campaign, from October 15 to November 15, consists of actions on social networks and digital marketing in general and specialized European media. It will be aimed at the tourist segment with high purchasing power from the main metropolitan areas of the continent with which the Adolfo Suárez-Madrid Barajas international airport has excellent air connectivity.
This type of initiative contributes to the policy objectives for this sector of the regional government, such as the revitalization of the local economy, the decentralization of tourism and its activities or a longer average stay, as well as attracting high-value travelers who generate greater expense.
In parallel, the regional government promotes the Community of Madrid in 2023 in the most prominent Asian, Latin American and Middle Eastern source markets.
This past July, 6,2% more international travelers arrived in the region, and their total spending was 13,4% more than in the same month of the previous year. Furthermore, in August 65% of the available places were occupied, according to the occupancy survey of the Madrid Hotel Business Association. Tourism activity represents 7% of the Gross Domestic Product (GDP) in the Community of Madrid and generates 6,8% of direct employment.