The Municipal Institute of Tourism (Imtur) of Córdoba has launched a promotional campaign in the Middle East market, focused on attracting ‘premium’ tourism. The initiative includes a promotional video that has been distributed among some 300 tour operators in the sector and four prominent airlines: Qatar Airways, Etihad Airways, Saudia Airlines and Gulf Air.
This promotional action follows a ‘roadshow’ held last week in the cities of Doha, Abu Dhabi, Riyadh and Bahrain. During this tour, Córdoba was presented as an attractive destination for ‘premium’ tourism through presentations aimed at travel agencies, tour operators, specialized media and other key players in the tourism sector in the Middle East.
According to Daniel García Ibarrola, Deputy Mayor for Tourism, “in these meetings there was evidence of the interest that exists in Córdoba in these markets, a destination that is part of its history and that awaits them with a rich and varied offer.” García Ibarrola highlighted that the promotional video captures the essence of Córdoba, becoming a valuable resource to attract tourists from the Middle East.
The video, 1:40 minutes long, presents emblematic images of the Mosque-Cathedral, Medina Azahara, the courtyards of Cordoba and the streets of the historic center, highlighting the four World Heritage sites of the city. In addition, Cordoban goldsmithing and jewelry, the world of horses and local gastronomy stand out, elements that deeply connect with Arab culture. “It represents a very attractive letter of introduction for the city, because it brings together very important elements of Arab culture,” added García Ibarrola.
The delegate stressed the importance of delving deeper into the Middle East market, which is very attractive for Córdoba due to the profile of the tourist it is looking for: with high purchasing power and willing to stay several days in the city, which significantly benefits the local economy. García Ibarrola described the ‘roadshow’ and the presentations held in each city as “very positive”, pointing out the notable participation in Riyadh, where up to 12 ambassadors attended.
In addition, he highlighted the meetings with the four airlines that operate with Malaga, presenting Córdoba as a destination very close to the capital of the Costa del Sol that offers monumental, cultural and historical wealth highly valued by these markets. The tour was organized in collaboration with Turismo de Málaga.
Among the objectives shared by both destinations was to know the latest trends in the luxury segment in these markets, in order to innovate and adjust the tourist offer to the motivations of premium tourists, thus increasing the value of cultural tourism. The focus of this promotion is strategic, considering that ‘premium’ tourism has a considerable impact on the local economy.
These tourists not only spend more on accommodation and restaurants, but also invest in cultural and leisure experiences, benefiting a wide range of local businesses. Furthermore, the preference for longer stays translates into greater demand for tourist services and activities.
The promotional video and the ‘roadshow’ actions reflect a comprehensive marketing strategy aimed at positioning Córdoba as a luxury destination in the competitive Middle East market. Collaboration with airlines and tour operators is essential to ensure connectivity and facilitate the flow of tourists to the region.
In conclusion, the Imtur campaign is an ambitious and well-directed bet to attract a market segment with high spending potential and that seeks unique and enriching experiences. With this initiative, Córdoba not only reaffirms its historical and cultural attractiveness, but also positions itself as a reference destination for ‘premium’ tourism on an international level.
