The Catalan Tourist Board is targeting UK consumers with a multi-channel campaign to raise awareness of its cultural offerings during the Year of Cultural Tourism 2019.
The campaign will be unveiled at an event on May 30 at London’s Guildhall for travel trade, industry partners and media. An immersive virtual reality experience will bring to life six new cultural routes specially created by the Catalan Tourist Board to showcase the cultural wealth, heritage and landscapes across the region, as well as Catalan gastronomy and wines. The routes range from following the Mediterranean Coast to the path of the Pyrenees and discovering inland heritage to visits to vineyards and monasteries, small historical villages and Barcelona.
Aicard Guinovart, director United Kingdom and Ireland at Catalan Tourist Board, said: “The United Kingdom is the second-largest source market for tourism in Catalonia attracting over two million tourists in 2018 and generating £1.6 million in expenditure – a 12.8 per cent increase on 2017. So it is important for us to connect with UK travel trade and the industry to show them what our region has to offer this year. We know that Catalonia’s rich cultural offering is a key area of interest to visitors so hope that through this campaign, and by working closely with our UK partners, we will grow this even further this year.”
The year-long focus is designed to promote culture in the destination and drive economic distribution to the region’s territories. Catalonia has a rich cultural story to share, from Tarragona’s ancient Roman ruins to Surrealist and Art Nouveau works from masters Gaudí, Miró, Picasso and Salvador Dalí; through to nine Unesco World Heritage sites, Romanesque churches and ancient monasteries.
The event will also promote Catalan Tourist Board’s game, ‘Legends of Catalonia’, developed in partnership with Sony. Players select well-known personalities – including ex Barcelona FC captain Carles Puyol, mountaineer Edurne Pasaban and chefs the Roca brothers – before facing a series of challenges as they traverse across the region. Iconic sites featured include Tarragona’s Roman amphitheatre, Lleida’s old cathedral, the mountain range of Montserrat, Dalí’s Cadaqués, Barcelona’s Sant Antoni market and Sagrada Família. The game can be downloaded free from the PlayStation store or through the Legends of Catalonia app via Google Play and the App Store.