Fitur 2018Andalusia will be presented at the 2018 edition of the International Tourism Fair (Fitur), which will be held in Madrid between 17 and 21 January, as a unique and comprehensive destination, and with a multi-segment offering integrated throughout the territory, announced today the Minister of Tourism and Sport, Francisco Javier Fernández, during the presentation in Malaga of the participation of the community in this event.

In this sense, Fernández stressed that “we have set out on this occasion that Andalusia stands out in Fitur because of the wide variety of its offer, which allows us to have the destination open 365 days a year, and reduce, as we are doing, the seasonality of our demand”, so that the axis for 2018 is that “it will be the year of the product and the tourism segment” for the community, he said.

The councillor said that at the Madrid event “we are going to demonstrate that Andalusia is not an unconnected set of territories, but an immense integral destination that groups together a multitude of different offerings, whose coexistence and complementarity make us a unique space in the global tourist scene”, besides that the presence of the region will have an important digital and technological component.

Thus, the Andalusian pavilion will be based on a new concept that aims to awaken the interest of the Spanish public, consolidate the destination in international markets, and facilitate business generation. As main characteristics, it has a completely renewed image and distribution, has an interactive and technological character, is 100% accessible and focuses on the segmented offer.

In this new stand, of 5,300 square meters,”come together five great ideas, five open spaces and interconnected,”as Fernández pointed out, to transfer the image of Andalusia as a unique and integral destination, represent the union of the offer through provincial boards of trustees, generate business contacts, respond to the concept of functionality, and disseminate products and key segments.

Plurality of the offer

The plurality of Andalusia “is going to be the main focus of attraction, without a doubt,” insisted the Minister, so the segments and tourism products “will be located, for the first time, in the heart of the pavilion. Through touch screens, LED projectors and simulators, visitors will have a unique representation of the Sun and Beach, Cultural, Nature, Golf, Snow and Andalusian Gastronomy offer.

This projection will not only be reflected in the centre of the stand, but will be visible from any point of the stand, and will be very present throughout the fair thanks to the various product presentations that will be made such as the cultural offer of Easter, Andalusian Geoparks, fairs and gastronomic events, or unique guides such as Islamic heritage and oil tourism, among others.

The pavilion also has general information points of the community, large touch screens to download information directly to mobile phones and eight counters that display the multi-provincial offer, among others. In this same space, there is the area dedicated to the big sporting events that will be held in the community in 2018 and the project’ Andalusia, Your Roots’ will have a special presence.

Business Generation

As far as the generation of contacts and business, the exhibitor houses a professional area, with several working tables where Andalusian businessmen will be able to serve their customers and suppliers. In addition, the eight Provincial Tourist Boards will have their own space of 320 metres each to reinforce the idea of an integrated destination and present their products.

The Andalusian space will also be able to enjoy the most innovative digital marketing content in which the Regional Ministry works, with proposals such as immersive capsules with 360-degree images of the destination, areas of interaction in social networks, geoportals or facial coding tools, which show visitors in a virtual way the experiences they will be able to feel when they approach the community.

Another characteristic of the stand is a set of multipurpose spaces that adapt to the needs of the moment and will change their function, to offer tastings of Andalusian products, to attend to the young and children’s audiences who come during Saturday and Sunday, for institutional and leisure presentations, and for the programming of weekend performances.

Finally, in order to achieve a greater impact of Andalusia’s passage through Fitur, a communication campaign will be developed specifically designed for the occasion on various advertising media located in strategic areas of the IFEMA enclosure, from the corridors of access to the palace of fairs, to the accreditations that are given to each visitor, and that will invite the public attending to approach the stand.


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