Segovia was declared World Heritage Site in 1985, and it is one of the most relevant Spanish tourist destination. The overall objective of the contract is to improve the competitiveness of the city in terms of marketing and focusing on international and national markets
Specifically, the contractor set the following targets:
Better positioning in targeted national and international tourism market
Creation of new products applying experiential marketing to the destination.
Involving local population in tourism industry as a principal economic area
Implementing new models of tourism management and development
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