March 2, 2023

Andalusia launches its most innovative tourism offering on record

Turismo Andaluz reveals the region’s latest campaign, “Connecting the experiences of the future”, which comes with a commitment from Andalusia – its most ambitious, unconventional, innovative and enterprising to date.

ITB Berlin speaks the tourism organisation’s brand new general director Lisardo Morán Urdiales about the campaign and what to expect from Andalusia at this year’s show.

What is the meaning of your new campaign?
We are known all over the world for our heritage, our beaches, our golf courses, our natural areas, our cuisine, and in short for all those things that make up the powerful brand that we present to the world. But we want to go further… It’s knowing how to combine the enormous talent in Andalusia with its finest and most original assets: Andalusia as a destination, opportunity and life project.

Which segments of the tourism industry are you promoting at ITB Berlin?
We come here to show that we are a major tourism player with a strong cultural heritage that sets us apart. But we also have a unique natural heritage, an appealing climate and an enterprising and innovative capacity that makes Andalusia the perfect place not only to come on holiday, whatever the time of year, but to live and invest. The truth is, we come here to sell happiness. In Andalusia, everyone can find what they need to be happy and fulfilled in every sense.

What role should technology play in transforming the tourism industry?
The absolute lead role. Our aim is to be ahead of the curve, which means recognising the importance of data processing, analysis, and innovation in technology and management. We are currently developing a product to position Andalusia as a leader by strengthening the business fabric and adding value to the ecosystem through our Tourism Hub.

Hall 2.1 / Stand 201a,b,c