How Has the Evolution of Tourism Opened Up Opportunities for Marketing and Communications?

20.09.2019., Rovinj - Weekend media festival 2019.  Predavanje Kako evolucija turizma otvara prilike za marketing i komunikacije.Eulogio Bordas.Photo: Matija Habljak/PIXSELL

Tourism will soon be the largest economic activity on the planet, said Eulogio Bordas, one of the most prominent experts in tourism communication strategies at the 12th Weekend Media Festival. He said that the most noticeable shift in business models is visible in that sector. While before the offer was based mostly on the sea and sun, today experience tends to be the most important. “There is now a demand for a greater variety of activities that each destination provides,” Bordas said.

From an agricultural society, to industrial and IT-based society, we have come to an emotional society that is a new future. “To fascinate someone, create an experience, something that cannot be improvised, but must be planned and communicated in quality,” he said.

It is expected that by 2030, 1.8 billion people will travel the world, with Europe still being the world’s largest tourist destination. Among the examples of good ideas is a campaign for the Canary Islands whose tourism development and marketing plan have gone so far in micro-segmenting and tailoring their offerings to different consumer tastes that their main motto is “The 7 islands that became 47”.

“The data collected from your guests is crucial. It is important to consider all the potentials of other segments of the tourist offer. Proper and detailed segmentation of tourists is the key to everything, ”he concluded.

In addition, it is interesting that the Spanish National Tourist Agency has had the same logo for 30 years. “We have changed 16 ministers, and the logo is still the same. Stability is key, ”concluded Eulogio Bordas.

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