Tourism Experience
Tourism Marketing Plan for Gijón/Xixón
Horwath HTL was commissioned by Gijón/Xixón Turismo to design and implement the 2021–2024 Strategic Tourism Positioning and Marketing Plan.
Project Scope
The project spanned four years and included multiple updates, concluding in 2025 with the final revision of the Plan.
The plan focused on defining the destination’s positioning, enhancing its competitiveness, and diversifying its source markets. Actions included brand and product development, communication campaigns, national and international promotion, business intelligence, and stakeholder coordination.
Key achievements of the plan include:
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A record 5.76 million overnight stays in 2024 (+6% vs 2023).
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A 9% increase in RevPAR and an 83% rise in international MICE actions.
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More than 30 million media impressions in strategic European markets.
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Deployment of a full digital sales platform and guided visit programs.
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Active participation in European cooperation networks and sustainable tourism certifications (Q for Quality, Biosphere Gold).
The project has strengthened Gijón/Xixón’s position as a sustainable, competitive and connected destination, well aligned with national and international trends.
