Madrid, Spain – Madrid Turismo by IFEMA Madrid has officially launched its multi-million Euro campaign initiative that promotes Madrid to the Asian tourism market.
The campaign aims to improve Madrid’s positioning as an outstanding and first-class holiday destination, promote it in long-haul inbound markets, and attract high-value tourists, such as those from Asia.
Spearheaded by the Madrid Experts in Tourism Panel, which serves as the advisory board of Madrid Turismo by IFEMA Madrid, the project will be done under a single brand and in collaboration with the tourism industry of Madrid. With the proposed budget reaching a staggering 36 million euros, the campaign will invest in promotional actions for these long-haul inbound markets until December 2024.
A big part of the campaign is the plan for air connectivity. The project has had conversations with over 10 airlines to establish direct links with strategic destinations in Asia. This will increase the frequency of existing connections and result in the signing of an agreement with Iberia for the new Madrid-Doha air connection to provide 44 new connections in Asia Pacific and 26 in the Middle East.
Also part of the campaign is the rollout of its promotional activities, which, so far, have been implemented in 16 countries considered preferred destinations for high-value outbound tourism. The promotion will span across major B2B and B2C digital marketing campaigns, campaign sites in 11 languages, the development of branded content pieces in major general and economic media, co-marketing actions with paid media and TTOOs, key opinion leaders (KOLs) and influencer marketing campaigns, presentations at the long-haul inbound markets, and the production and generation of content for the #onlyinmadrid campaign.
Additionally, the digital marketing campaigns will include audiovisual and written content adapted to each specific market and incorporated into social media campaigns, Connected TV, Discovery, Paid Search on Google, and digital presence through native and display ads.
As of now, a total of 20 million euros has already been approved for investment in these five top-tier actions. The budget for these campaigns was distributed by markets and geographic areas to ensure the greatest potential for attracting high-impact international tourism, with the USA and Asian markets getting the highest share.
These campaign initiatives will target high-value markets including the USA, Canada, Latin America, Japan, the Republic of Korea, the Middle East, China, and Southeast Asia.
This project, led by Yolanda Perdomo, director for Madrid Turismo by IFEMA Madrid, is expected to strengthen the Madrid brand internationally, increasing the impact of tourism promotion and marketing activities under the criteria of efficiency, quality, and sustainability.
Daniel Martínez, deputy minister of culture, tourism, and sport, stressed that “Madrid Turismo by IFEMA MADRIOD is a benchmark for public-private collaboration in tourism in Madrid and is already delivering important results”.
“We will continue to promote this project to intensify the promotion and positioning of Madrid as a tourist destination in distant markets such as North America, Asia-Pacific, and the Middle East,” he added.
Also speaking on the campaign, Almudena Maíllo, delegate for tourism at Madrid City Council Tourism, said, “in Madrid we have made a qualitative leap in our strategy for international promotion. With relevant importance and weight, we are seeing that there has been an exponential growth driven, especially by the North American and Latin American markets, thanks to public-private collaboration”.
Juan Arrizabalaga, managing director of IFEMA MADRID, also added, “Madrid Turismo by IFEMA MADRID is not only strategic for Madrid´s positioning as a preferred destination for high-value tourism at an international level, but also for the different actors that make up the tourism industry and are ambassadors of the Madrid brand. Therefore, we are proud to be at the forefront of the management of this ambitious promotional project and to contribute to it from our position as the main player of business tourism in the country”.
