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European , from where more than 80 % of our tourism comes , and especially the UK , which leads in Spain with a share of more than 20 %, followed by Germany in second place . With the opening of long-haul flights and the strength of the dollar , long-haul markets are a priority objective for us in 2023 . We are also promoting hard in China to grow in market share and revenue .
Our MICE message focuses on security in the broadest sense offered by Spain , a destination that can be trusted , a safe bet . The break of these three years has allowed us to update hotel facilities and an investment plan of € 3.4bn has allowed us to advance on the path of sustainability mainly in destinations .
What campaign marketing strategy are you pursuing in 2023 ? Focusing on the UK , our campaign focuses on repositioning Spain as a destination very committed to sustainability , working closely with the tour operators who share this belief , always avoiding green washing . Thus , for the first time we are organising an event in London on 26 April at the Conduit Club under the title of Spain Sustainability Day . It includes round tables between Spanish and British leaders in sustainability . We will also
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award prizes to the best sustainability articles in the British travel media .
We believe that MICE also acts as a spearhead of the commitment to sustainability . The catalytic effect of MICE is clear in this regard . We are attending International Confex in March , and The Meetings Show in June .
What is being done differently from pre-Covid and how have market trends changed ? The main difference is that demand for sustainable travel has dramatically increased , both from consumers and from the regulatory field . In the case of the UK , the situation is particularly well advanced . Also , thanks to digitalisation , it is possible to offer experiences that are increasingly specialised and adaptable to the consumer .
What are the top drawcards of Spain as a MICE destination ? Spain ’ s sunny weather all year round is a major strength when planning meetings and events , as well as security , and safety . The country has been also described as affordable . Planners cite Spain as a location that can accommodate all budgets with very competitive prices . Gastronomy is also a major strength , and the variety of
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Above : Valencia |
Spanish food and regional cuisine on offer are valued by planners and delegates , who also value proximity to the beautiful scenery that the country offers . A variety of climates and cultures concentrated in one country , where only 1,000 kilometres separate the two most distant points of the peninsula , makes it one of the most attractive destinations for the celebration of events .
Do share some of your aims and targets for the future . For this year we would like to be able to reach the levels very close to 2019 , we estimate that aiming for 95 % of international arrivals is feasible , and we aim to overcome pre-pandemic tourism spending . Looking to the near future , we would like to become a global reference for sustainable destinations in its broadest sense : environmentally , economically , and especially socially . For this , it is essential to promote the wide and diverse Spanish tourist offering in-land , in the cities , on the coasts , and the two archipelagos : the Canary Islands and the Balearic Islands . We ’ re on it . n
Visit : https :// www . spain . info / en / top / reasons-spain-mice-destination / https :// scb . es / en /
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