Spain's Strategic Marketing Plan

The challenge

Background

At the beginning of this century, Cyprus’ tourism demand stagnated at 2.6 million international tourists. According to World Bank statistics, Cyprus was the lowest performing destination among its EU competitors at the time. However, a promising increase in demand has been observed in recent years, opening up new opportunities. To take advantage of this opportunity, the Government of Cyprus decided to define a new National Tourism Strategy.

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Key Objectives

Restore tourism growth and income by improving the value proposition, repositioning your tourism brand and making a strategic change towards an updated, enriched and diversified tourism product. Attract more visitors, get them to spend more and penetrate new niches and markets.

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focus

THR developed a comprehensive development strategy that was converted into 8 specific action plans and organized into an implementation program. Additionally, the methodology included:

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years creating value for our clients

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projects in the public and private sector
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years creating value for our clients

Created value

A clear national strategy that will guide tourism development for the next 15 years, approved by the government and accepted by the main stakeholders.
New branding and marketing strategies, defined to achieve a differentiating positioning for Cyprus and a plan to attract more flexible and less seasonal tourism.
An action plan to increase Cyprus’ air connectivity and to reduce seasonality.
A spatial growth model, which identifies new areas for tourism development.
Main tourism projects and opportunities identified, as well as a plan to attract local and foreign investment.
Business models and value proposition for the 7 main tourism products, defined.
A new government model that involves public and private stakeholders.
A new operating model and training sessions aimed at officials to support the alignment of strategy and organization.

Europe, Tourism Marketing

Spain’s Strategic Marketing Plan

Cliente: Ministerio de Energía, Comercio, Industria y Turismo de Chipre

The Challenge

Background

It had been 20 years since the conception of the last national strategic marketing plan and Turespaña needed an updated guide to outline future strategic actions, aligned with emerging trends and demands. In addition, tourism marketing actions managed by Spain’s central tourism administration needed to be revitalized, integrating innovation and rigor into both the processes followed and the results achieved.

The master plan, designed in collaboration with Turespaña specialists and the Spanish private sector, provided the Central Tourism Administration with strategic guidelines to effectively orient its marketing actions.

Key objectives

Renew the marketing processes and strategies employed in the country in order to achieve greater relevance.

Give precedence to online marketing as a core strategy
Enhance the visibility of the tourism offering, segmented to cater to diverse market preferences and needs
Focus on outbound markets at the city level to maximize the reach and effectiveness of the tourism message

The Approach

THR developed a strategic marketing plan comprising a comprehensive analysis, a portfolio of strategies and a plan for their implementation to achieve operational efficiency and a strengthened brand identity.

The following activities were carried out:

Internal analysis of the tourism sector in Spain to identify current products and services and their relevance in the market
Organization of sectorial workshops with experts and directors of Spanish Tourism Offices (STOs).
Definition of the desired positioning at national level, by market and by type of tourism product.
Delineation of strategies to reach specific audience segments and increase the visibility of Spanish tourism products
Design of detailed marketing actions for each product and market

Value Created

consumer surveys conducted

,000

Increased marketing performance and market presence

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Diagnosis of the tourism situation in Spain
Adaptation to new market demands and trends.
Preparation of a market strategy document including portfolio, market analysis and targeting.
Establishment of a system of clear goals, objectives and strategies.
Development of marketing plans by market and product in collaboration with STOs abroad
New organizational structure driven by product and experience managers

2011
By THR

Cliente: Ministerio de Energía, Comercio, Industria y Turismo de Chipre

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