AGENCY

Travel Consul

Global

CLIENT

Turismo Costa del Sol

Spain

SITUATION

Travel Consul hosted their first stand-alone thought leadership event in Malaga, Spain, in collaboration with the Costa del Sol Tourist Board. More than 300 specialists gathered on 5–6 October 2017 to take part in a landmark event in tourism marketing and innovation. The line-up of speakers included renowned marketing experts from 16 international source markets, including the U.S., Europe, South America, Australia and Asia, and many of the tech brands that are shaping the industry today, such as ADARA, Amadeus, Expedia, Forwardkeys, Mabrian and Sojern.

Action

Travel Consul received sponsorships from Gran Luxury Hotel Miramar, El Corte Inglés, City Sightseeing and Hosteltur. Malaga also sponsored a familiarization and press trip with journalists and tour operators from Italy, Scandinavia, Germany, Russia, France, the U.S. and Canada.

Panel discussions focused on four main areas: examples of real uses of big data, precise segmentation and targeting of international travellers, responsible tourism marketing practices and the current demand for luxury and shopping tourism. Notable speakers included Blanca Pérez-Sauquillo, Digital Marketing Manager at Turespaña; Sigríður Ragnarsdóttir, Manager, Visit Iceland & Creative Industries; and Andrew van der Feltz from Expedia Media Solutions.

Travel Consul wanted to go beyond a conventional event, and during the second day, speakers, panellists, organizers and the public worked together on a hypothetical sustainable tourism marketing plan for Costa del Sol. Comments and questions resulted in a dynamic and interactive discussion.

Results

Travel Consul Annual Marketing Summit positioned Malaga as an emblematic and dynamic international destination and a reference point in tourism marketing knowledge.

Participation from over 300 marketing tourism professionals ranging from DMCs, hotels and resorts, airlines, tour operators, travel associations, tech solution providers, and more.

28 articles were published in top media and trade outlets such as Guida Viaggi (Italy), Travel News and REIS (Norway), Tourbusiness (Russia), El Mundo (Spain), El Economista (Spain) and Travelweek (Canada) promoting the event and the Costa del Sol region.

 

summit