An increase of 20% in low season tourism and a 10% increase in tourist spending is the objective of the new Regional Tourism Marketing Plan for 2009-2012 which was presented in Málaga today.
The Master Plan has been approved by all the social and economic sectors in Andalucia and is being seen as heralding a new era in tourism marketing.
The Junta de Andalucia spends around €80 million per year on promoting tourism to the region. The plan aims to promote tourism by areas of population rather than specifically by country, make use of social networking sites, establish brands and labels and improve e-commerce.
Some 300 professionals worked on the Master Plan, identifying 18 tourist sectors and 20 markets in which they wish to compete.