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26th Moscow International Travel & Tourism Exhibition
12–14 March 2019 • Expocentre, Moscow

Exhibitor case study: Valencia Tourism

The region of Valencia on the Spanish east coast saw a sharp rise in Russian tourists last year. With the historic city of Valencia, coupled with beach destinations such as Alicante and Benidorm, the region offers a wealth of gastronomic, cultural, beach, and sports holiday opportunities. It’s easy to see why it’s a tourist hotspot.
Exhibitor case study: Valencia Tourism
This year, Valencia Tourism took part in MITT 2018, Russia’s leading travel and tourism exhibition, as part of the Spain national stand. We spoke to David Gomez, Market Manager at Valencia Tourism, to find out how the show went for them and why MITT is part of their marketing strategy.

Why did you decide to participate in MITT?

Russia is one of our priority markets, in fact Valencia is the second largest destination in Spain for Russian tourists after Catalonia. And if you are interested in the Russian market you have to be at MITT.

How was 2017 for Valencia in terms of Russian tourists?

We saw a huge increase of 72.9% compared to 2016. We have invested a lot of resources – both human and economic resources so we’ve clearly had a good return on our investments.

What are you expecting for 2018?

So far, forecasts are optimistic so we’re expecting a good year.

Who are you looking to meet at MITT?

Mainly tour operators, and we’ve managed to meet them. The good thing about the exhibition is that everyone is here so we have the chance to meet absolutely everyone. It’s easier to meet them all in one place than try to visit them one by one. I’ve done this exhibition twice and you can meet with 3 or 4 tour operators in just 2 hours.

What’s your biggest challenge on the Russian market?

There are a couple but one is trying to get people used to the Russian culture and try to make people understand that they have to make an effort with Russian tourists: learn Russian, get Russian tour guides, etc. Valencia city has been trying to work harder with the Russian market for the past three years, before that we didn’t have any flights. Now we have more Russian tourists we have to get used to them and give them a good service.

Even if we are Russians’ second favourite destination in Spain, the numbers are just 2% of those coming to Valencia. So, we believe there is potential to grow significantly. That’s our challenge for the future.

What do you see as the benefits of exhibiting as a part of a national stand?

We share the costs and benefit from the visibility as a part of Spain – it’s easier for visitors to find us. Being under the umbrella of the Spain brand is really important.

What would you say to other regions or companies thinking about joining a national stand?

Obviously, the Spain brand gives you more visibility than going it alone. However, it depends on their strategy; Catalonia is exhibiting independently because they have been working on the market longer than other regions, they don’t need that much help from the Spanish tourism office like other regions. They have the potential and the power to go on their own.

For more information on how your destination or travel service can access the Russian market directly at MITT 2019, enquire today by completing a contact form.