The Valencian Community received more than 2.2 million tourists from the United Kingdom in 2022. Of them, almost nine out of ten – 88.7% – were destined for the province of Alicante. Because although Benidorm is the unquestionable preference of the British – 52.6% choose it – the rest of the Costa Blanca receives more than a third of the total (36.1%). The margin for growth in this market of tourist destinations as powerful as Valencia, Peñíscola, Gandia or Cullera is, therefore, very significant.
All of them have the opportunity to attract new clients at the massive international tourism fair held at the beginning of November in London, the World Travel Market, in which the Valencian Community plans to have an important representation that will be accompanied by an intense campaign. advertising.
Because the British market is the main source of tourists to the Valencian Community, more than 25% of the total, ahead of France (18.4%) and well above the Netherlands, Belgium, Germany and Italy, both in the city As in the province of Valencia, travelers from the United Kingdom barely exceed 8.4%, behind all the countries mentioned. In Castellón, where more than half of the foreigners come from France, the subjects of Charles III barely represent 6%.
In order to enhance the presence of the different tourism brands in the United Kingdom, Turisme Comunitat Valenciana’s advertising strategy for 2023 and 2024 is oriented in three directions, according to sources from the department: on the one hand, advertising in the press, magazines and supplements, which include newspapers such as The Daily Telegraph, Daily Mail, Mail on Sunday and The Sunday Times.
Secondly, a presence has been contracted in various digital media, including major tour operators in the United Kingdom, such as Opodo, Expedia and Jet2. Finally, an advertising campaign is activated in outdoor media such as taxis and tourist buses in London, which will reach the impact of half a million users, and which will allow the image of the Valencian Community to circulate through enclaves with a large tourist influx. , such as Buckingham Palace, London Bridge, Parliament and Picaddilly Circus, among others.
The outdoor campaign also includes promotional panels and screens that will be located at the World Travel Market fair. These actions will begin next Monday, October 30 and will be in force until November 12, coinciding with the celebration of the great tourist event.
The overall investment of the Generalitat Valenciana is close to 600,000 euros in a campaign that began this October and will run until the end of May 2024.
The Minister of Innovation, Industry, Commerce and Tourism, Nuria Montes, explains that “by December 2023, it is expected to exceed 20 million impacts between readers and transport users, in addition, 12 million impressions will be reached in online media.”
Montes adds that “these actions are added to the rest of the campaigns that are launched in collaboration with different operators, especially with Visit Benidorm and Hosbec, which within the agreements they sign with Turisme Comunidad Valenciana, dedicate a significant investment to the British market.” .
