Called ‘Travel Safe’, the campaign was presented on 3 December 2020 by the Minister for Industry, Trade and Tourism Reyes Maroto and the Director General of the national tourism board TURESPAÑA Miguel Sanz with what they referred to as two main goals: they will keep people informed about the requirements and conditions for safe travel while at the same time inspiring travellers to make a trip to Spain.
“With this campaign, we want to position the Spain tourism brand as an influencer in the security of journeys and to contribute to generating confidence among tourists to come to our country again,” said Maroto. They will offer ‘official and updated information to help in the recovery of travellers’ confidence and security’.
Providing updated travel information
Travel Safe is based around an interactive micro site linked to the country’s main official tourism website and will provide daily updated information in Spanish and nine other languages. Travellers will be able to check on requirements ranging from those needed to enter Spain to specific measures introduced in each of its autonomous regions, such as any closures of specific geographical areas, restrictions on movement or limits imposed on the number of people using tourism facilities such as restaurants or attractions.
The website is structured around three different types of destination – beach resorts, nature and city tourism. Also on the site will be information on the anti-Covid measures adopted by the potential visitors’ home countries for when they arrive or return from Spain. It will be backed up with a social media programme carried out by TURESPAÑA and digital advertising in the main European outbound markets.
The campaign is scheduled to keep running while coronavirus prevention measures continue and has an initial budget of €2 million to cover the first eight weeks.