Under its 2025 Action Plan, the Tourist Board’s promotional marketing strategy has focused on promoting the Costa Brava and Girona Pyrenees brands in key markets. The activities have been based on tailor-made formats (presentations, workshops and networking) aimed at operators, travel agents, opinion leaders and specialist press, with Girona’s wine and food scene as the main draw in most events.
The high attendance confirms the impact of this strategy: 450 tourism professionals from seven countries have taken part in the promotional activities and generated key contacts for the future. In addition, the assistance and participation of numerous tourism entities and companies, members of the Board’s product clubs, was secured on several occasions.
Featured actions on the national market
• Mallorca (April): Promotion of the Girona Pyrenees snow-related offer to travel agents specialising in winter holidays.
• Barcelona (May): Exclusive event for luxury agencies highlighting the high-end offering, luxury accommodation and exclusive experiences.
• Malaga (November): Three-pronged multi-product action for inbound and outbound agencies aimed at mid-to-high-end international clients.
Featured actions on the European market
• Cambron-Casteau (March) and Antwerp (September), Belgium: Promotion of the Costa Brava’s offer geared towards families, aimed at travel agents. And multi-product action the media. And event to promote the generic offer to Belgium agents and journalists.
• Zurich, Switzerland (April): Focus on high-end and wine & food offerings, aimed at agents specialising in high-end and luxury travel.
• Glasgow, United Kingdom (April): “Afterwork Costa Brava & Girona Pyrenees” event to promote the generic offer to Scottish agents and journalists.
• Stockholm, Sweden (May): “Afterwork Costa Brava & Girona Pyrenees” event to promote the generic offer to Swedish agents and journalists.
• London, United Kingdom (November): Presentation focused on cycle tourism and wine tourism, aimed at British travel agents, sports clubs and media.
Featured actions on the North American markets
• Washington, United States (March) and Toronto, Canada (April): Promotion of the Costa Brava’s wine tourism offering, taking advantage of Catalonia’s recognition as a World Gastronomy Region, aimed at tour operators and the media in both countries.
• Miami, Dallas and New York City, United States (September/October): “Afterwork Costa Brava & Girona Pyrenees” roadshow aimed at American travel agents, tour operators and travel influencers.
