The Minister of Industry, Commerce and Tourism, Reyes Maroto, together with the general director of Turespaña, Miguel Sanz, have presented to the main representatives of the Spanish tourism sector and the Spanish and international media the campaign 'You deserve Spain', aimed at reinforce the positioning of our country as the first holiday destination of the main issuing markets.
During the presentation ceremony, held at the Parador Nacional de Alcalá de Henares, the minister stressed that Spain “is ready to reopen itself to the world very soon and welcome all those who want to give themselves a perfect vacation after the worst year of our lives. lives ”. The Minister of Tourism stressed the need to offer "confidence and security to the traveler" and assured that international tourists can "already plan their vacations in Spain" because our country is a guarantee of "safety and quality" and has a "wide and diverse tourist offer that guarantees the best experience for travelers who choose Spain, especially during the summer period due to its excellence in sun and beach destinations ”.
Maroto recalled that the green digital certificate that will guarantee mobility within the European Union (EU) will be launched in June. "This certificate, together with the good rhythm in the vaccination process, will allow transfer of certainty to the international traveler and present Spain as a safe destination."
The campaign developed by Turespaña, aims to transfer the traveler to a state of tranquility and rest, as well as enjoyment and carefreeness after everything suffered with the pandemic. The minister stressed the need to encourage breaking the psychological barrier created by the pandemic that can condition many people to stay in their country and not travel abroad. "You deserve Spain is synonymous with trust, safety and quality, three attributes that encourage traveling to our country," he stressed.
Miguel Sanz, general director of Turespaña, has highlighted that “this campaign is designed taking into account the main factors that can serve as a lever to reactivate the desire to travel and, more specifically, travel to Spain, mainly among those who have already ever visited. It is a campaign that aims at a rapid and intense recovery of international tourist activity this summer ”.
Campaign ‘You deserve Spain’
The campaign is designed to reinforce Spain's position as the main holiday destination in the main source markets (United Kingdom, France, Germany, Italy, Belgium, Sweden, the Netherlands and Poland) and responds to the exceptional situation caused by the pandemic.
The aim of this campaign is to attract international tourists by overcoming three resistances: deciding to travel, doing it outside the country, and finally, getting them to choose our country as their vacation destination.
The campaign will run from May to July in digital format almost entirely with dissemination on social networks. For the launch, it will be reinforced in the United Kingdom, France and Germany with print advertising in the main newspapers and in travel and lifestyle magazines, together with outdoor advertising on digital street furniture, buses and on giant screens in emblematic places.
It will be aimed at different targets (young people, adults, families and seniors) presented in different environments of our destinations, such as sun and beach, the Camino de Santiago, urban or inland and nature.