The Galician Tourism Cluster presents the campaign “Presume de morriña” with a photo contest and video stories shared on social networks

The Galician Tourism Cluster presents the campaign “Presume de morriña” with a photo contest and video stories shared on social networks

Cesáreo Pardal highlights that the action is aimed at people travelling from Galicia or from Spain and seeks to encourage the desire to return to enjoy Galician destinations and encourage others to come for the first time.


The president of the Galician Tourism Cluster, Cesáreo Pardal, today presented the “Presume de morriña” (boasts of homesickness) campaign at an event that took place in the Port of Vigo and was attended by the first vice president of the Xunta de Galicia, Alfonso Rueda; the president of the Port Authority of Vigo, Xesús Vázquez Almuíña; the director of the Galician Tourism Agency, Nava Castro, and the Xunta de Galicia’s delegate in Vigo, Marta Fernández-Tapias.


This action is a continuation and adaptation to the new scenarios of the “Presume de Galicia” campaign, which is developed on social networks and has a community of more than 11,000 followers on Instagram, more than 3,000 on Twitter and a page with nearly 100,000 members on Facebook.


As Cesáreo Pardal explained, the campaign is aimed at the type of tourism that is expected to be at the centre of the post-pandemic recovery period. This new profile was identified in the process of drawing up the Master Plan “Galicia safe destination” 2021-2023, developed by the Xunta de Galicia and the Cluster with the participation of the industry and the three Galician universities. This work highlighted the opportunity for Galicia to offer a safe destination, with little overcrowding and in contact with nature.


The work also highlighted that, in the first phase, visitors would arrive at the destination by car and in very small groups. Furthermore, in their search for safety, travellers would first choose destinations and establishments they already know and trust.


The president of the Galician Tourism Cluster indicated that the good results of this summer demonstrate the success of the forecasts and the strategy defined in the “Galicia Safe Destination” Master Plan.


In this sense, he stressed that the campaign presented today is aimed at this type of tourism: people arriving from other parts of Galicia or from Spain, in family groups and wanting to repeat an experience they have already had. The campaign also seeks to encourage the desire of people who may travel to Galicia for the first time, encouraged by the experiences shared on social networks.


Cesáreo Pardal stressed that the concept of homesickness perfectly describes this desire to return to Galicia, with an emotional component consistent with the communication and prescription capacity of social networks.

People who want to take part in the campaign must share photographs or videos on social networks accompanied by short texts describing an experience in Galicia. The website was equipped with a computer tool that allows the identification of content on the main social networks in which a mention is made and the hashtag #presumedemorriña appears, and a form that facilitates participation by requesting and automating the use of registration data on the networks.


A jury made up of artists and people from the tourism industry will decide each month which are the best contents. In addition, visitors to the site can also vote for their favourite content. There will be jury prizes, public prizes and winners of a prize draw among the voters who will be able to enjoy different tourist experiences in Galician destinations.


In addition, tourism companies will be offered the possibility of joining the campaign and encouraging their customers to participate and share content in which the establishments are mentioned.


Today’s event also saw the presentation of a video that will be used to promote the campaign, in which Galician tourism professionals “boast about being homesick” and encourage participation.