CHINA has been identified as one of the two main target markets in a year-end marketing drive by Madrid Destino, the tourism authorities of the Spanish capital, to reverse slumping foreign visitor numbers.
The drive seeks “to put a brake on the fall in visitors and overnights (figures)” – which dropped 6.4 per cent in the first nine months of 2013 – while “diversifying demand for Madrid”, according to Madrid Destino.
Just over half the total budget of three million euros (US$4.1 million) will be spent on emerging markets, with around 560,000 euros earmarked for China – second only to Russia.
The plan will focus on high-end shoppers in both countries, in addition to promotion of the capital’s historic and cultural offers, gastronomy and leisure attractions.
Some 75 per cent of the China budget will be spent on advertising and direct marketing to consumers, while another 14 per cent will be on fam trips for travel consultants and the remainder on promotions within the travel trade sector.
Backed by Spanish NTO Turespaña, the campaign got under way at the recently concluded China International Travel Mart in Kunming from October 24 to 27, 2013.
The authorities revealed that further marketing activities in China are in the pipeline, including plans to set up a joint campaign with an airline to give Madrid greater exposure in Asia.
