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• Among other actions, it launches the advertising campaign “Spain, slow travel destination”, aimed at encouraging off-season trips and to lesser-known places.

Among Turespaña’s new communication projects are the premiere of a television documentary series, a survey of residents’ perception of tourism or a sustainability plan to attract international tourists of high social and economic value.

To do this, they are based on four key and strategic points:

• Improve the perception of international tourists as a sustainable destination committed to the environment and sustainability.
• Prioritize the capture of responsible demand segments that optimize profitability.
• Find new indicators of tourism intelligence for its development.
• Lead that change.

These lines of action and strategic objectives are based on the new tourism scenario where sustainability, both environmental and social, is “an increasingly relevant factor.”