The numbers accompany, tourism begins to recover in the city after the stoppage imposed by the two years of pandemic. Last year, visitors to Santa Cruz were close to one million, although still far from the 2.5 who visited it in 2019. But Santa Cruz wants to go beyond the inertia of a recovery that is attracting tourists to all the Islands, and To this end, it has designed the first specific campaign to attract visitors with a very specific profile to the capital, and which will focus on half a dozen Spanish cities. A campaign that will be supported by artificial intelligence and big data. This means that certain profiles will receive specific advertising about the destination, based on their searches.
So instead of using traditional static advertising, this campaign will aim to promote tourism in the capital of Tenerife through various internet channels for two months, as well as its wide hotel and non-hotel offer, in order to improve the positioning of the destination in the peninsular market and increase overnight stays, spending and promotion of the capital.
“The way we are going to do it is through programmatic advertising that is broadcast in places on the Peninsula that have direct air connections with the Tenerife North airport,” explains the CEO of the Development Society, Alfonso Cabello. This plan, he assures, is in line with the main trends identified in 2022 and which have to do with the increase in domestic travel, a shorter reservation window and the new tourist trend called conscious travel, consisting of a more Comprehensive for the tourist, in which the commitment is to discover the destination and the environment in a more active and conscious way, that is, away from the sun and sand that characterizes mass tourism.
The contract will focus on promoting the city along three very specific lines. Thus, 60% of the investment will be made on display (specific ads on different channels such as YouTube or through mobile applications); another 20% will be made in SEM (positioning in Google searches through the use of words related to Santa Cruz); and 20% in social networks.
The specificity of this campaign is that it allows you to target a very specific visitor. Thus, a first group would be made up of tourists with a medium-high purchasing power, who are between 25 and 45 years old, and whose interests are focused on issues such as hiking, ecological value, natural spaces and the Biosphere Reserve.
A second group of interest would be the one that, in addition to the purchasing power and age group already mentioned, is interested in finding an ideal location that allows them to visit the rest of the island (km 0), authenticity, capital status, local life, excellent quality-price ratio of the accommodation offer, shopping offer, restaurants, cultural centers and events, places to visit in the city, climate.
The third target group increases the age range, which would be between 35 and 60 years old, and with interests focused on urban tourism, monuments, restaurants, shopping in a short trip format (city break). While the last of the established objectives would be that of people between 40 and over 65 years of age, whose main motivation is the exclusivity that they find mainly in little frequented places, with a low concentration of tourists. They appreciate art, culture or gastronomy. Different places such as the César Manrique Maritime Park, Tenerife Auditorium or the Anaga Rural Park.
The regions in which this tourist attraction will be developed are: Asturias, with special emphasis on Oviedo and Gijón; Navarra, especially in Pamplona; Cantabria, specifically Santander; Galicia, with priority for Pontevedra and Vigo; Basque Country, with special emphasis on its main cities, such as Vitoria, Bilbao or San Sebastián; and Aragón, specifying in Zaragoza. So, “we are looking for visitors with a medium-high purchasing power, who can come through a direct connection
