Travel Video will save (Smart) Tourism

Lecture given in the framework of the Amorgos International Tourist Film Festival (Greece), on 13 November 2020. Let me start with an image. This picture, offered by the Teruel Airport (Spain), showed an Air France Airbus A-380, the biggest passengers aircraft in Europe, rolling to its parking place. This shocking [...]

New times for Travel Marketing

When we think of marketing perhaps, and only perhaps, it is associated with selling. But Travel Marketing Travel Marketing goes beyond selling, it is about personality, reinforcing an identity, emotion, passion. In short, to reach your heart and today, more than ever, we need to feel close to each other. [...]

don’t Lie, Observe, spread the “joie de Vivre” and Enhance your alliances

It is in times of utmost emotional fragility when brands have to show a grave respect for their audiences and avoid communicating at any time. [...]

And what now? The tourism communication festivals and the future of the industry

The tourism industry accounts for 10% of world GDP, about 8.2 billion euros (2018 data) (1). In terms of employment, tourism and the travel industry, they represent 319 million jobs worldwide (2). In the last decade, the growth of the sector has been sustained on all continents; in fact, one [...]

Teamwork, intuition, daring and insights. The success of Brand Scotland and its message of love towards Europe

“Consistency has a lot to do with effort. (…) Success must always be treated as provisional. Not as a fruit of chance, but as something that easily expires if you lose the consistency that you based your first successes. Consistency causes few to remain, and only those who know how [...]

The festivals of tourist communication. From meeting points to lighthouses

Due to being in the intersection of two industries – tourism and communication – concomitant in some places but independent after all, the tourist communication festivals must constantly track the playgrounds on which they structure their activity and make -and a diagnosis as honest as possible. Radiographing the determining agents [...]

Tourist experiences and video

We no longer visit the places, we “experience” them – or at least that is the desire that inspires us to visit them. And to project ourselves in the enjoyment of the experience, the tourist brands know that the audiovisual, in all its amplitude and variety of records -from the [...]

Synergies. Additions and multiplications.

“Companies with poor communication can add up, but it will cost them to multiply, and the most normal thing is that they end up at risk of subtracting.” Xavier Marcet “Dismantling mediocrity“. Chapter 5 Synergies Last March I had the opportunity to be on round-table with other tourism professionals in [...]