Spanisches Fremdenverkehrsamt
Destinations

Noche de España ITB

Present Situation
Spain is to be presented as a topical, multi-faceted destination, which along with the core market values of sun, beach, Spanish way of living, accessibility and European standards also offers lesser-known aspects such as a comprehensive range of activities, a rich cultural heritage and scenic diversity.

Despite the fact that FUR (Study group holidays and travel) has identified Spain as the top holiday destination for German travellers for the past few years, this market leadership is by no means entrenched in people’s minds. This awareness is to be raised by means of an awards ceremony stressing the close ties between both countries in the area of tourism which, to this extent, must be unparalled compared with other destinations (as, for example, TUI and RIU Hotels, the huge involvement of Spanish hotel chains in Germany such as NH-Hotels, MotelOne or Sol Melia etc.).

A large part of Spain’s touristic success story is played out by people who don’t normally appear in the spotlight: travel agents in their outlets who, through their consulting services, are getting their customers excited about Spain year after year; highly-engaged freelance journalists who paint a diverse picture of Spain in the German media; the product managers of German tour operators who convert this diversity into tangible holiday experiences and finally the Spanish hotel managers who continually make sure that their tourist facilities don’t fall short of the requirements of German holidaymakers. The Spanish Tourist Board would like to thank all these behind-the-scene workers during the ITB. Noche de España is meant as a meeting point for members of the tourist trade at the ITB and to retain a positive image as one of the top events.

Target Group
Decision makers of the travel industry from Germany and Spain as well as journalists, with more emphasis on quality rather than quantity.

Solution

Holiday Mood
At the heart of the event concept is the eye-catching communication of holiday experiences to be had in Spain coupled with Spain’s positive market values. The event should arouse a holiday feeling on each level, activating all the senses: Pictures, lighting, sound (music and noises), smells, food, extras and artists are there to arouse a holiday feeling among the visitors immediately upon arrival and to convey the positive values of the brand ‘Spain’ on an emotional level.

Travel Industry awarded ‘Stars’
Similar to the Oscar awards, prizes will be given out covering various categories during the Spanish Tourism Award (STAR). People or companies are eligible to apply for the various categories. The event and categories will be advertised via special media partnerships.

Results
Thanks to a very far-sighted invitation management, an attractive event concept and the recruitment of important personalities from the tourist sector such as Wolfgang Beeser (Thomas Cook/Kuoni) and Klaus Laepple (DRV) as keynote speakers and Klaus Hildebrandt (FVW) as presenter, we have successfully brought together all the managers and decision makers which are instrumental in the tourist business to Spain. In their capacity as opinion leaders of the tourist sector, the invited guests have promoted and consolidated the new brand image of Spain and the awareness of Spain as the market leader.


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