The Ministry of Tourism, Youth and Sports launched a campaign of positioning of the Region of Murcia in the United Kingdom, which generated 350 original publications both in social networks as in specialized blogs. This action, carried out jointly with the UK content creator agency ‘Traverse-Events’, was active in December and January, and with it the diversity of tourism offered by the Region of Murcia-Costa Cálida.
The initiative has managed to reach five million impressions and is part of the regional government’s strategy to strengthen the visibility of the Region of Murcia and consolidate it as a safe, sustainable and quality destination in international markets, waiting for the travel industry to reactivate and the airlines to return. to operate normally after the health crisis.
The Minister of Tourism, Youth and Sports, Cristina Sánchez, stated that “in the face of current circumstances, the Region has strengthened its communication strategy in social media and with this campaign selected 26 content creators for the realization of new attractive publications, capable of positioning the Region as the first travel option for UK tourists.
He also explained that the British market plays a fundamental role in the interests of the Region because it represents the main international issuing market to the destination. In this sense, according to statistics from the INE and Frontur, the United Kingdom contributed 447,464 tourists to the Region in 2019, 42.9 percent of all foreign travelers.
In 2020, the Murcia Region Tourism Institute (Itrem), with the aim of consolidating its position in this country and cushioning the possible effects of Brexit and the pandemic, carried out a battery of actions, including Marketing and digital advertising actions, collaborations with tour operators, specialized media and public relations agencies, attendance at fairs, both in person and online (Caravan Camping & Motorhome Show in Birmingham and World Travel Market), as well as commercial visits. In addition, the Itrem promoted the diffusion of the destination through a social media campaign specifically aimed at this market.
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