Project Scope

Horwath HTL’s Spanish office recently developed a Strategic Destination Marketing Plan for Gijón, aimed at revitalising the city’s tourism sector and enhancing its competitive positioning in the regional and national market. The project provided a comprehensive framework to boost Gijón’s appeal to diverse visitor segments while aligning with broader economic and cultural objectives.

The plan began with an extensive analysis of Gijón’s existing tourism infrastructure, market demand, and visitor profiles. This included an evaluation of the city’s accommodation capacity, attractions, event facilities, and connectivity. Key demand drivers, such as leisure tourism, cultural offerings, and business travel, were assessed alongside visitor trends to identify opportunities for growth.

Horwath HTL conducted a benchmarking exercise, comparing Gijón with other destinations of similar size and profile to determine its relative strengths and weaknesses. This analysis provided insights into competitive positioning, highlighting areas where Gijón could differentiate itself, such as its coastal charm, historical sites, and vibrant cultural events.

The plan outlined a series of strategic initiatives to elevate Gijón’s tourism offering. Recommendations included the development of targeted marketing campaigns, partnerships with local and international stakeholders, and the creation of events to attract specific segments, such as eco-tourists, cultural travellers, and business delegates. Emphasis was placed on leveraging digital platforms to enhance visibility and engagement with potential visitors.

Sustainability and community integration were central to the strategy, ensuring that the growth of tourism would benefit residents and preserve Gijón’s unique character. The plan also proposed infrastructure improvements and investment priorities to support long-term growth.

The final deliverable was a detailed Strategic Destination Marketing Plan, providing Gijón with a clear roadmap to strengthen its tourism sector and achieve a competitive edge in the market. By delivering a data-driven and forward-looking approach, Horwath HTL positioned the city for sustainable growth and enhanced its appeal as a dynamic and welcoming destination.

Project Location

Gijón, Spain