The Ministry of Tourism, Culture, Youth and Sports, through the Tourism Institute in the Region of Murcia (ITREM), has launched a new national marketing campaign in collaboration with the Europlayas Touroper, focused on the promotion of the tourist health and well-being product under the Costa Valida-Región de Murcia brand.
This initiative seeks to strengthen the visibility of the destination and its specialized accommodation offer, promoting a model of sustainable, healthy and respectful tourism with the environment.
The campaign, which started on April 15 and will be active until October 14, is designed to reinforce the commercialization of the wellness product of the region through B2B channels, thus reaching more than 18,000 travel agencies in Spain and other European markets where Europlayas operates.
The agreement includes the sending of thematic newsletters, web advertising with a prominent presence on the main page of the operator and in its search engines, as well as corporate communication actions such as Banners in email firms and documentation addressed to the final customer.
The director of ITREM, Juan Francisco Martínez, said that “the objective of this action is to position the Region of Murcia as a national reference in thermal tourism, relaxation and well -being, also enhancing commitment to quality and responsible tourism.” He also explained that the alliance with Europlayas “will convert travel agencies into product prescribers and encourage the joint sale of getaways and stays linked to the health segment.”
Europlayas is one of the most consolidated tour operators in the country, with more than 45 years of experience and a solid network of collaborating agencies. Currently, it markets more than 100 accommodations in the Region of Murcia, 22 of them specifically grouped into packages with a health and well -being approach, among which are the sca of Archena, Thalasia, Hotel & Spa Entremares, or Salinas Aguas, among others.
Europlayas sales volume in the region reached 2.75 million euros in 2024, and this campaign is expected to increase between 18 and 25 percent the sales figures linked to the destination.
The implementation of this campaign is aligned with the Strategic Tourism Plan 2022-2032 of the community and with several of its priority objectives, specifically with those referring to the diversification of the regional tourist supply, the de-stationalization of the demand and attraction of new traveler profiles throughout the year.
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