The city has been present at 33 national and international fairs and has promoted numerous workshops, professional trips and campaigns in priority markets
Visit Benidorm is promoting a hundred promotional actions in 23 countries during the first months of 2024
The promotion of the destination on social networks has reached 16.9 million users, while Benidorm Fest and the Cyclocross World Championship stand out for their impact on the media.
Visit Benidorm Tourism Foundation, the public-private collaboration entity in charge of promoting tourism in Benidorm, has promoted a hundred promotional actions in 23 countries during the first months of the year, activities that "have been fundamental to strengthen the image of Benidorm, establish valuable contacts with professionals in the sector and attract a diverse public." This was highlighted on Tuesday by the mayor of the city and president of Visit
Benidorm, Toni Pérez, during a review of the main actions carried out between January and August 2024 to which another 30 actions scheduled for this last four-month period will be added. Pérez pointed out that, within the activity carried out by the Foundation in these first eight months of 2024, it is worth highlighting “the attendance at 33 national and international fairs, both general and in more specialised tourist segments, and which have served as a showcase to promote the entire offer of our destination, from sun and beach to gastronomy, accessibility, sports, nature, health and well-being, congresses or aimed at the LGTBIQ+ public”, a market in which “our city is even more involved this week with the celebration of Benidorm Pride”, recalled the first mayor.
In addition to its presence at these 33 fairs, Visit Benidorm has also carried out 13 familiarisation trips or ‘fam trips’, 14 press and ‘influencer’ trips, 14 presentations and 24 ‘workshops’ with professionals, also deploying different advertising campaigns and continuous work on social networks “as a strategy – Toni Pérez has stressed – to increase the visibility of the destination, interact with potential visitors and disseminate sustainability initiatives and the various tourist offers of our city”.
Among the messages launched by this organisation in the various actions carried out, “special emphasis has been placed on sustainability, promoting and publicising DTI management and responsible practices that guarantee a balance between tourism, social and economic development and the conservation of the natural environment”, an approach that “has allowed Benidorm to be consolidated as an innovative, sustainable and attractive destination for all audiences and highlighting its commitment to more conscious and responsible tourism”, as the mayor explained.
With Spain and the United Kingdom as priority markets, Visit Benidorm's actions between January and August have also been directed at other countries of special interest as tourist issuers, mainly Germany, Italy, Belgium, the Netherlands, Poland, Portugal, Ireland, Switzerland, France, the Nordic countries, the Czech Republic, Hungary and Austria. Likewise, among the products on which greater emphasis has been placed for their promotion, sports stand out, especially cycling and golf; accessibility; the Film Office and the possibilities of the destination as an audiovisual stage; the MICE sector –congresses, events and professional trips–; the health and wellness offer; gastronomy; and for the LGTBIQ+ market.
The campaigns developed on social networks, Visit Benidorm's activity has had more than 16.9 million users and more than 15.4 million impressions; more than half a million 'likes', almost 42,000 shared posts and 20,385 comments. Instagram and Tiktok are, in this order, the networks where Visit Benidorm had the most impressions and views –5.7 and 5.2 million, respectively, compared to 4.6 million on Facebook–, while Facebook was where there was the greatest reach, reaching almost 8 million users, compared to 5.7 and 3.4 on Instagram and Tiktok, according to the data compiled by this entity.
Finally, as regards the presence in traditional media during these first eight months of the year, Benidorm was present in all the major media outlets in the country, while the international press also dedicated space to it in newspapers and channels such as Le Monde Diplomatique, France TV, BBC, NI Travel News, Variety.com, RTS Switzerland, TTG Media, Selling Travel, INews, Io Donna, Spectator or Dezanove, among others.
Among all the events held during this period in the city, the Benidorm Fest and the Cyclocross World Championship were the two events with the greatest media impact. The competition to select Spain's representatives at Eurovision recorded 337 television appearances and more than 1,700 press publications, while for the Winter Cycling World Championship, the number of publications was close to one hundred.
The mayor of the city and president of Visit Benidorm has pointed out that “during this last four months of the year we are going to continue working with the same intensity in promoting our destination”, with thirty actions scheduled in different countries, and with the World Travel Market in London as one of the most important fairs that will be attended. Toni Pérez has highlighted that in all these actions “the objective is to maintain the levels of occupation but also for this industry of happiness that is tourism to continue being sustainable from the environmental, economic and social point of view and that this also results in benefits not only for tourists but also for our residents”.