Turismo Andaluz needed a marketing plan to renew the strategies that defined the previous plan. Likewise, the 2009-2012 Plan was intended to give a boost to tourism and marketing which is done in Andalusia from a perspective of innovation and rigor.

It has been provided A marketing plan that has allowed the customer to renew their strategies and, on the other hand, meets all the requirements of innovation and breaks with traditional marketing as the customer required. In particular, it has been recommended a strong commitment to the online marketing, for the generation of segmented offers and for a prioritization of the outbound markets in cities but not in countries.

The plan includes an assessment of the situation of tourism in Andalusia, some market strategies (what to sell, in what markets and what types of customers) and a goal, objectives and strategies, culminating in an implementation plan with more than 50 detailed tactics, spread over the duration of the plan.