The Minister of Industry, Trade and Tourism, Reyes Maroto, and the Director General of TURESPAÑA, Miguel Sanz, presented a new communication strategy with the claim ‘Travel Safe’ which mainly focuses on two objectives: firstly, to inform about the requirements and conditions for safe travel and secondly, to inspire and influence the purchase intention of travellers, encouraging them to take safe trips.
The Minister emphasized that with this campaign, Turespaña also aims to position Spain as a reference for safe travels and at the same time supply an official and updated information service to help restore travelers’ confidence and security.
Travel Safe is a 360º communication strategy based on informative content on safety and protection measures, which will be developed through a microsite with information for tourists integrated into the official Spanish tourism website in Spanish and nine other languages.
The microsite will be an informative and interactive one with maps that will be display daily updated information and will cover all aspects of safety, hygiene and entry requirements. This will allow travellers to easily check all the information about local/regional closings, mobility restrictions, capacity of restaurants and other tourist services.
The content of ‘Travel Safe’ microsite is easily displayed, providing the key points, tools and content for better and safer travel. This information will allow travellers to know all the prevention measures and regulations before, during and after the trip.
The contents are organized on the basis of type of destination, that is, safe sun and beach destinations, enjoying safe nature and safe urban tourism; these contents will be extended. And will give a real-time update on the supply, safety in hotels, restaurants, museums with links to different protocols applicable to each tourist sub-sector.
The microsite will also provide official information on the measures taken by different countries for travellers coming from Spain (testing requirements, quarantines).
Although the ‘Travel Safe’ campaign will be launched first in European markets, most information will still be made available globally for reference on current safety guidelines in Spain. The campaign will remain running as long as preventive measures are in place, and is designed to coexist with other advertising campaigns of Turespaña in order to attract tourists.
