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Introducing the study on Tourism Brands of the Valencia Region

Last December, the diagnosis and the main recommendations of the project “Tourism Brands of the Valencia Region” was presented to the members of Turisme Comunitat Valenciana.

The project focused on providing a series of recommendations on the coexistence of tourism brands in the Valencia region, particularly Comunitat Valenciana, Castellón Mediterráneo, Valencia Turisme, VLC Valencia, Visit Benidorm, Costa Blanca, Alicante City & Beach and 36 others.

The diagnosis of the brands was based on more than 8,000 consumer surveys, in addition to listening on the internet, with which the power and process of adopting the brands had been analyzed. Additionally, the influence of the brands on the foreign tour operation was measured through 50 interviews in ten markets, mystery shopper processes or 900 interviews with consumers in five markets at the waiting room of the three Community airport were performed.

The report states the need to improve the use of brands, how they should be promoted and coexist, depending on the markets and tourism fairs that will be chosen to attend. In fact, throughout a workshop, THR team presented to brand managers the general conclusions and those developed individually for each destination.

"It will be useful for each of the brands to know what they have to work on and guide themselves to enhance knowledge depending on the market and context," said Turisme Comunitat Valenciana. On the other hand, the study reflects the benefit of working under the umbrella of the Spanish brand on specific cases and advises focusing on the product, as the administration has been doing.

*This article has been elaborated with information from ValenciaPlaza.com