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  • Chidozie Uzoezie

WTM Virtual Strikes Deal with Andalucia as Premier Partner



In a bid to draw more global attention, Andalucia will be WTM Virtual’s Premier Partner, as the Spanish region’s tourism industry recovers from the pandemic. The sponsorship deal is part of Andalucia’s nearly €9 million international marketing campaign – which also features Andalusian star Antonio Banderas as an ‘ambassador’ to help woo visitors back. Alongside its high-profile Premier Partner status, the tourist board will be supporting 40 co-exhibitors from Andalucia who are taking part in WTM Virtual (9-11 November). The regional government of Andalucia has allocated €300 million to help its valuable tourism sector to recover, including measures to make restaurants, accommodation and other establishments safe for visitors. The tourist board will use its Premier Partner status to promote its new international slogan – If you love to travel, you´ll love Andalucía -– and other publicity material, including video messages from actor Banderas, who hails from Málaga in Andalucia. As well as Malaga, the region boasts 800 kilometres of coastline and cities such as Cádiz, Almeria and Huelva, and historical cities such as Seville, Córdoba, Granada and Jaen. Tourism accounts for about 12% of Andalucia’s GDP and employs more than 400,000 people in the region, so the tourist board is keen to promote its diverse offering and first-class infrastructure to overseas markets and media. About half of the tourists visiting Andalucia come from Spain. Great Britain is the biggest overseas source market, sending 2.3 million tourists each year, followed by Germany (1.1 million) and France (1 million). Andalucia’s Destination Briefing will take place on Monday 9 Nov at 1pm.

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