IMEX Frankfurt 2024: Octavio Gonzalez Manteca shares about European markets for Spanish tourism development

Published on May 25, 2024

By: Tuhin Sarkar

In an exclusive interview at IMEX Frankfurt 2024, Octavio Gonzalez Manteca, Director of the Spanish Tourist Office in Frankfurt, shares insights into Spain’s tourism strategies for 2024-2025. With a focus on sustainability, diversification, and economic growth, Gonzalez discusses the importance of attracting high-expenditure tourists and promoting less-visited destinations. Highlighting key source markets and emerging economies, he outlines plans to enhance Spain’s appeal as a premier travel and meeting destination. This interview provides a comprehensive look at how Turespana aims to position Spain at the forefront of global tourism in the coming years.

Marketing Strategies for 2024-2025

When asked about the marketing strategies for the 2024-2025 tourism season, Gonzalez shared, “In recent years, one of our primary goals was the recovery of tourism. In 2023, we reached 85 million visitors. Our current strategies focus on sustainability from environmental, social, and economic perspectives. We aim to attract tourists to less-visited destinations and emphasize higher expenditure over visitor numbers.”

Top Source Markets

Highlighting the key source markets, Gonzalez mentioned, “Our main focus remains on European markets, especially the United Kingdom, Germany, France, and Italy. Additionally, we are working to attract more tourists from North America and emerging economies.”

Promoting Less-Visited Regions

Regarding the regions needing more promotion, Gonzalez said, “We focus on consolidating tourism in the Mediterranean and the islands. We are also promoting less-visited destinations like Gijon in Spain. This year, we are celebrating the anniversary of the sculptor Eduardo Chillida from the Basque Country.”

Promoting Spain as a Top Meeting Destination

Speaking about promoting Spain as a premier meeting destination, Gonzalez explained, “In our office in Germany, we approach agents, multipliers, and companies in this segment. We attend various events, like IMEX, and arrange familiarization trips to different Spanish regions. We also focus on communication via social networks, bulletins, and direct marketing efforts. A critical aspect is the improvement of our destinations, enhancing venues, hotel infrastructure, and cultural leisure offerings.”

Target Markets for Upcoming Seasons

Finally, Gonzalez emphasized the importance of consolidating their presence in Europe and targeting emerging economies. “We see significant potential in countries like China, India, and Brazil. We need to focus on these markets to harness their vast potential.”

This year’s slogan, “You Deserve Spain,” encapsulates our hope that many people will choose Spain as their destination in 2024 and 2025.