Andalusia aims to retain traditional travelers and capture new niches in Germany

Andalusia renews its commitment to Germany and will attend the ITB Berlin tourism fair next week with a promotional strategy focused on retaining traditional travelers and attracting new niche audiences.

Germany is one of Andalusia's strategic markets, with a tourist profile "seeking authentic, sustainable, and high-quality experiences," explained in a statement by the Minister of Tourism and Andalusia Exterior, Arturo Bernal, who believes that the region must continue to evolve to present itself as "a constantly transforming tourism reference" that meets these expectations.

At the fair, which will take place from March 4 to 6, efforts will be made to attract a "younger and more diverse" German audience by altering the traditional perception of the destination to make it "more attractive" to new generations of travelers, he pointed out.

However, for Andalusia, it is also essential to consolidate the usual visitors from the world's leading source market.

Attracting Year-Round Visitors

Work in both areas aims to attract tourists at any time of the year, which would allow focusing growth during periods with fewer travelers and at the same time diversifying the demand towards audiences that distribute activity across the territory.

Germany is one of the strategic markets for Andalusia / Álex Zea

Andalusia will enhance segments that generate a steady flow of travelers, such as cultural tourism, golf, or sports. There will also be a focus on congresses and meetings, or 'premium' tourism, through a schedule of contacts with intermediaries from the German market that includes operators, travel agencies, airlines, and influencers.

Business Opportunities

Andalusia's objectives at the ITB aim to generate business opportunities through the regional offering. The business presence will be bolstered with a workspace for 60 registered entities and institutions, 25 percent more than in 2024, which will have 40 tables for maintaining commercial meetings.

The idea is to turn the Andalusian space in Berlin into a "powerful business platform," according to the minister. The booth, which will cover 535 square meters, continues the design used at Fitur, combining modernity and tradition in open spaces that seek visitor immersion, optimization of work areas, and promotion of business encounters. Additionally, the destination's image will be featured in several high-traffic areas of the Messe Berlin fairgrounds.

In terms of technology, there will be NFC smart bracelets for managing meetings through the 'Andalusian Crush Link' platform. Big Data and artificial intelligence tools will also be used to analyze activity at the booth and gather data that can maximize impact and profitability.

Andalusia will enhance segments that generate a constant flow of travelers / Álex Zea

Institutional Presence

The institutional presence and planned meetings will focus primarily on increasing air connectivity, which is "a key element for the growth of German tourism in Andalusia," according to the minister. In this regard, meetings with companies such as Eurowings or Condor are anticipated.

Meetings will also be held with operators, with the German association DRV, or with specialized agencies like Geotura.

Additionally, a meeting with senior officials from German intermediaries will be held to analyze the market situation and the opportunities for Andalusia to strengthen its business with this source market.

Direct contact with the German demand will be strengthened through the event 'Andalusia in Berlin', which will take place in the iconic French Cathedral and gather about 150 attendees, including community businesses and German demand.

There will be a performance by the artist from Almeria 'Tomatito' and the new campaign, featuring music by German composer Hans Zimmer, will be presented.

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