A TOURIST ATTRACTION CENTER

Madrid!
FROM INACCURACY TO
SUCCESS

Alejandro Varo Zubiri (46)

Mariane Pazos Machado (37)
Marina Benítez Hurtado (9)

ORAL EXPRESSION IN ENGLISH DEGREE IN TOURISM

Index
INTRODUCTION

1.BEGINNINGS OF THE
TOURISM PROMOTION IN
MADRID

2. CAMPAIGNS TO PROMOTE
TOURISM IN
THE LAST FIVE YEARS

3.CURRENT PROMOTIONS &

CAMPAIGNS

4. CONCLUSION
After all these years...

HAS IT BEEN POSSIBLE TO MEET THE TOURISM

PROMOTIONAL OBJECTIVES SET AND TO TRANSMIT

THE IMAGE OF THE CITY OF MADRID AS A WORLD

POWER IN TOURISM?
 INTRODUCTION

2 TOURISM PROMOTION
IN THE LAST 5 YEARS
Thirdly, the main point of
the work will be exposed- 3 4
the evolution of the
tourism promotion of the CURRENT CONCLUSION
Community of Madrid in PROMOTIONS &
Finally, we will
these last five years. CAMPAIGNS
conclude on the

1 BEGINNINGS & FIRST CAMPAIGNS Fourthly, we will report tourist promotion

on current campaigns evolution linking to
First of all, we will focus on the main idea
and a future forecast of the question already
and expose those beginnings and first
tourism promotion in presented at the
campaigns of tourism promotion in Madrid.
our community. beginning of the
work.
1 BEGINNINGS OF THE TOURISM PROMOTION

IN MADRID

In the early nineteenth century, Spain began to promote tourism. Since the
beginning of the century, in the travel or tourism posters of the capital, most of
the images chosen to represent the attractions and tourist resources have been
related to their historical and artistic significance, exalting the rich cultural legacy
of the City of Madrid.
The first promotions, in which the capital and the surroundings of Madrid are
described as suggestive destinations of travel, appear first of those were
published by transport companies.
Later, the first official Spanish agencies are founded: the National Tourism
Commission; Regia de Turismo, and the National Tourism Board. They were
responsible for the spread of the charms of Madrid with the use of propaganda
material, such as posters, pamphlets, and even books.
 Once the war was over, after the postwar years, the state created the
appropriate agencies to achieve effective tourism planning results.
1 BEGINNINGS OF THE TOURISM PROMOTION

IN MADRID

Among the resources used for this purpose, the posters reached an important
role. Thanks to the selected images the extensive historical and artistic patrimony
of Madrid.
The Directorate General of Tourism had the difficult task of channeling the
tourist management in a desolate country and in the context of a continent
devastated by a terrible war of world proportions.
Until the year 1951, moment in which the famous ministry of information and
tourism started being, responsible for the Spanish boom of the 60s.
Later, and until almost the end of the 70s, a more playful and popular tourism
was publicized.
Lately, the Madrid promotions have focus more on diversified and higher quality
destinations. Previously there was not enough time sufficient funding, or
administration involvement.
FIRST CAMPAIGNS

 "MADRID, THE COURT AND THE 1910. SURROUNDINGS OF MADRID AND 1969. Prado Museum, MADRID. SPAIN
HEART OF SPAIN" ITS EXCURSIONS
OBJECTIVES AND EFFECTS OF

MADRID TOURISM TODAY

REGULATION

Law 1/1999, of 12 March, of the management of the tourism of the Community

of Madrid, this law is aimed at the management of the tourist sector in the
Community of Madrid and the establishment of the basic principles to which the
administrative and individuals actions will have to be accommodated, in the field of
planning, promotion, and development.
The department responsible for organizing managing and everything related to
tourism in the City of Madrid is the area of “government of economy and
employment”
Madrid Destino is the company of the city Council of Madrid where the
competencies in management and tourism promotion of the City of Madrid reside
OBJETIVES AND EFFECTS OF

MADRID TOURISM TODAY

OBJECTIVES

INCREASE THE NUMBER OF TOURISTS ARRIVING IN THE REGION AND THE REVENUES GENERATED
BY TOURISM. 

 INCREASE THE WEIGHT OF INTERNATIONAL TOURISM AND GENERATE VISITS FROM THE CAPITAL
TO THE REST OF THE REGION.

TO ACHIEVE A BETTER GEOGRAPHICAL AND TEMPORAL DISTRIBUTION OF TOURISM. 

TO IMPROVE THE TOURIST ATTRACTION OF THE COMMUNITY OF MADRID THROUGH THE

INFRASTRUCTURES AND THE CONTINUOUS TRAINING OF THE WORKERS IN ALL SECTORS.

 ESTABLISH A LEGAL ENVIRONMENT THAT FAVORS THE FREEDOM OF ENTERPRISE, THE PRIVATE
INITIATIVE AND A BALANCED COMPETITION FRAMEWORK.

 IMPROVE THE POSITIONING OF MADRID IN THE NATIONAL AND INTERNATIONAL TOURIST MARKET.

 CONTINUE TO WORK ON THE LOYALTY OF TOURISTS, CREATING A LASTING LINK WITH THE
TOURIST AND DRIVING THEIR COMMITMENT.
OBJETIVES AND EFFECTS OF

MADRID TOURISM TODAY

EFFECTS

Madrid complies with several of the aforementioned objectives and to

this day the effects of tourism promotion in the community of Madrid
are positive at all levels, economic, employment, production etc. 
Madrid now aspires to be the best business tourism destination in the
world.
The capital of Spain already won in June the award for best Tourism
Destination for business in the European edition of this award, and is
now a candidate in meetings the categories “ world's Leading Business
Travel Destination” and “World's leading Meeting & Conference
Destination” 2018
2 CAMPAIGNS TO PROMOTE TOURISM IN

THE LAST FIVE YEARS

How it has

evolved ?
READY, STEADY… MADRID!

(2013)

Designed to show to travelers a perfect city

The old campaigns Madrid 2012 and 2016
helped notably publicize the capital.
Madrid pretend to be the first European city.
Promote three of the places more emblematics
of the city: The Royal Palace, The Great Way and
The Art Walk.
Increase 9 million visits (+10,4%).
MADRID, WHEN YOU RETURN?

(2014)

The objective was to be expanded at

national level, que tourist offer that
Madrid has.
Aims to reinforce the image of Destiny.
‘’Madrid provide experiences and
sensations only in the Spanish
geography’’
Increase 9,9 million visits (+8% )  
ENJOY MADRID

(2015)

Two campaigns to promote the tourism

with the two most famous Madrid
football teams: Atlético de Madrid y Real
Madrid.
One reason why the football stars have
risen as protagonists of this action is
that, ‘’ foreigners associate Madrid with
clubs and players’’. A relationship that
has made them part of the region's
tourist offer.
DO YOU KNOW MADRID?

DISCOVER IT (2016)

This campaign was performed principally

out in Barcelona.
To promote national tourism.
To make known the tourist attractions,
the buses cross the streets with the
slogan. 
Madrid has an unbeatable offer and
seeks to improve its positioning in the
market.
Increase 5,6% Catalan travelers.
MADRID 21 NEIGHBORHOOD

(2017 - CURRENTLY )

The main objective is decentralize tourism.

The city council threw this campaign to
inform citizens and visitors about places of
tourist interest in 21 neighborhoods of the
capital, areas full of monuments, parks and
many other attractions, some of them
authentic strangers, that are worth
discovering and visiting. 
The aim is making Madrid a sustainable city,
with a balance between the day to day of the
city and its citizens and the flow of travelers.
3 CURRENT STRATEGY AND

CAMPAIGNS

What are we

doing now?
NEW HORIZON AND

NEW PLAYERS

TIME AXIS
The strategy proposed by Madrid Government
has been designed to respond to all the
challenges faced by Madrid in the short, medium
and long term.

PROTAGONISTS
A new entity has also been created because of
this promotion, formed by representatives of the
political, cultural, academic, sports and economic
sectors.
NEW GOAL:

SUSTAINABILITY

SUSTAINABLE TOURISM
A high quality tourism, generator of employment and well-being,
making possible the coexistence between citizens and the natural
environment.
The aspiration of Madrid to become a sustainable tourist destination
implies:

THE CONSERVATION OF THE ENVIRONMENT AND CULTURAL RESOURCES.

 RESPECT FOR THE CULTURAL VALUES AND SOCIAL STRUCTURE OF THE
LOCAL POPULATION.
 THE RETURN OF TOURISM SPENDING FOR THE BENEFIT OF THE
COMMUNITY, RESOURCES AND THEIR WAY OF LIFE.
THE PARTICIPATION OF THE TOURIST IN THE VALUES OF THE TERRITORY
AND THE OBTAINING OF A HIGH LEVEL OF SATISFACTION.
NEW STRATEGY:

SMART GROWTH

COMUNICATION & PROMOTION

CREATION OF NEW PRODUCTS AND DESTINATIONS

INFRASTRUCTURES AND TRANSPORTS

TRAINING AND SUPPORT FOR BUSINESS

IMPROVEMENT

REGULATION

COORDINATED MANAGEMENT
NEW CITY COMPANY:

MADRID DESTINO

MADRID DESTINO IS THE COMPANY OF THE CITY OF

MADRID ON WHICH RESIDE THE COMPETENCES IN
MATTER OF MANAGEMENT AND TOURIST
PROMOTION OF THE CITY OF MADRID AS A TOURIST
DESTINATION AT A NATIONAL AND INTERNATIONAL
LEVEL .
NEW CAMPAIGNS:

MADRID, VEN A CONOCERME

This autumn tourist campaign is based on a project

under the slogan "Community of Madrid. Come back to

meet me ", which includes the promotion of its

attractions with the co-production of a feature film shot

in the region.

The winner of the contest will receive one

million euros in co-production from the
Community of Madrid, which intends with
this initiative that the film industry support
the promotion of tourism in the region.
The idea is that 50% of the film is shot in
the city of Madrid and the remaining 50%
in other areas of the region to "raise
awareness throughout the Community"
NEW CAMPAIGNS:

HOTEL FELIZ (HAPPY HOTEL)

Tourism administration of Madrid City Council

announces the first edition of the Hotel Feliz award,

an award that aims to recognize that regulated

tourist accommodation (hotels) more committed to

the care and support in the personal and

professional development of its workers.

It will reward those establishments located

in the city of Madrid that guarantee
equality among its employees and
employees, stand out for the innovation
and social orientation of its human
resources policies
FITUR 2019

This Madrid Tourism Fair is the global meeting point

for professionals in the sector and the leading fair

for receptive and issuing markets in Latin America.

A great event, which serves to inaugurate the

international circuit of appointments around
the world of travel. Fitur is a privileged
scenario for the global tourism industry and a
business tool to promote agreements and
business contacts.
But it is also the place for which the general
public should always pass: here it is possible
to find the perfect destination to enjoy the
holidays.
FITUR 2019

FITUR 2019 prepares one of its most complete

editions, based in sustainability, technology and

specialization.

It will also have sections FITURTECHY and

FITUR KNOW HOW, in which technology is
shown as an essential tool for the growth of
the sector and the advance towards the
concept of intelligent tourism

We must highlight the participation of

tourism students of the URJC in the last two
editions of Fitur, in the framework of
FiturtechY with ITH (Instituto Tecnológico
Hotelero)
4 CONCLUSION

Through this work, we have been able to prove that the fundamental theme, which
serves as a priority, is the development and promotion of the city’s image as a tourist
product and destination of high quality.
We have verified the progress we have made and the transition from a model of incomplete tourism
promotion that wasn't very successful to a model whose vision evolves into a sustainable, complete
and smart way of success.
 In this sense, the objective should be to create
a corporate image that presents Madrid clearly as not only a city on the map for
tourists, but also on an international level. This permanently encompasses all
marketing actions and the elements of specific campaigns, which complement the
creation and promotion of a wide portfolio of diversified tourist products. These
products provide a vast range of possibilities that allow us to configure a tourist offer
that takes advantage of all existing resources.
THANK YOU SO

MUCH!