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Madrid presented the Strategic Tourism Plan 2015-2019 developed by THR

Madrid major, Ana Botella, presented on January 15th 2015, the Strategic Tourism Plan 2015-1019 developed by THR, along with the introduction of the new management entity public-private, the Tourism Association of Madrid, in which the City Council, the Community and industry sector participate.

Strategic Plan MadridThe proposed plan will achieve the goal 30-50-20 for 2019; 30% increase in the flow of visitors and better occupancy rates; 50% increase in the tourists spending and 20% decrease in seasonality.

Madrid will concentrate its promotional and marketing efforts in 18 Spanish cities and 30 foreign cities in markets like the US, UK, France, Germany, Russia, Japan, Mexico, Argentina, Peru, Brazil, China, Italy, Belgium, Portugal or India.

The plan, developed by THR, focuses on broadcasting the image of Madrid destination in six key competences:

  1. The Spanish lifestyle

  2. Its rich cultural heritage

  3. The attractive options around town

  4. High level of professional Soccer matches during most of the year

  5. The varied and qualified "Wine & Dine" offer

  6. Events and shows of international relevance

This strategy aims to attract getaways or city breaks tourism to Madrid, combined city tours package with other Spanish urban destinations and MICE tourism.

By 2019 the city and its area of influence will be offered as an integrated "playground".

The plan was the result after a deep internal and external analysis of Madrid's tourism reality. For its development numerous meetings were held with experts from sectors such as leisure, gastronomy, shopping, culture, accommodation, airlines and operators specialized in MICE.

Source: Madrid Strategic Tourism Plan 2015-2019 by THR and Madrid Council press release.

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