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Passeig de Gràcia Association participates in the 5th Tourism Meeting organized by IESE
On November 29th, the 5th Tourism Meeting was held, organized by IESE in collaboration with the prestigious Cornell University School of Hotel Administration. During the day, several round tables were held in which the main factors affecting the future of the tourism sector were discussed, such as the rise of the Asian continent as a destination and source of travelers, the role of digital technologies in the reconfiguration of the experiences of the Tourists, and the management and financing of new projects and companies in this area.
Paseo de Gracia Association participated in the closing panel which was focused on the competitiveness of Barcelona as one of the main tourist destinations in the world, and was shared with SERHS Tourism & Hotels, the Basilica of the Sagrada Familia Tourism of Barcelona. Mr. Luis Sans, president of the Association, explained the success of Paseo de Gràcia. He explained that the implementation of the marketing plan in 2013 has managed to position the Paseo de Gràcia brand locally, nationally and internationally as a destination within Barcelona’s destination and that the offer to Paseo de Gràcia is both transverse and global. In order to sell this transversality and to develop other tourism products, the Association has designed experiential routes aimed at intermediation in which the main sectors of the avenue are recognized: culture and leisure, gastronomy, accommodation and shopping.
As Mr. Sans pointed out, the success of Paseo de Gràcia is reflected in the numbers. According to Global Blue, 27% of transactions outside non-EU countries in Spain, are made in Paseo de Gracia. Undoubtedly, these data help to achieve the challenges of the Association: the consolidation of the Paseo de Gràcia as a destination, the loyalty of repeating customers, and the improvement of the quotes of the major issuing countries.