Huge influx of travel agents, digital content creators, influencers and journalists from all over the world to the destination over a period of sixty days.
In September and October, the Costa Brava Girona Tourist Board organised, collaborated and participated in 50 trips for opinion leaders that brought 201 professionals from 13 countries to the destination.
The actions aimed at opinion leaders include visits and personalised and essentially experiential programmes and activities, developed in collaboration with organisations (Catalan Tourism Agency, Turespaña, county councils and sector associations) and tourism companies in Girona that are, for the most part, members of the organisation’s product marketing clubs.
Over the short and medium term, as a result of the professional visits, content will be generated in digital and traditional communication channels, new products and activities will be added to travel catalogues, contracts will be negotiated with operators. and projects and initiatives will be defined.
Ten blog trips were organised to bring 18 digital content creators specialising in audience segments and themes such as food and wine, culture and wellness to the destination. These included visits from American travel blogger Kylee Nelson of passportandpreemies, which focuses on the nursing segment; @rougeauxlevres, a French instagrammer and tiktoker specialising in wine tourism; the instagrammers from @tuviiajeredondo, which focuses on travel for couples, who made a getaway to the Girona Pyrenees, and the authors of the travel blog for senior citizens lagaviotaviajera, among others.
A total of 14 themed press trips were organised for 45 journalists from traditional media (newspapers, magazines, radio and TV stations) interested in heritage and art, gastronomy, sustainability and new tourism projects. It is important to highlight the project of an Italian production company on the occasion of the filming of a documentary on Salvador Dalí, the first group visit of Austrian media to the destination, or the invitation of a group of Spanish journalists who took part in a programme of sensory activities.
In terms of fam trips, a total of 26 familiarisation programmes showed 138 travel agents the destination’s generic, high-end, MICE, cruise and sports tourism offer.
A dozen actions aimed at opinion leaders are planned for the last quarter of 2025 to publicise, promote and market the generic and product offer of the Costa Brava-Girona Pyrenees destination.
