Master Plan for Tourism Development (Excellence Plan) for the City of Ávila and its implementation.World Heritage Site.  | Spain

Client: Town Hall, Regional Government and Ministry of Industry, Trade and Tourism

Date: 2000

Country: Spain

Ávila is one of the most remarkable historical cities in Spain. It is internationally known for its unique Medieval Wall, and as well as for its Romanesque churches, medieval convents and Renaissance Palaces. It is worth mentioning the mystical spirit of the Catholic Saint Therese of Jesus who made Avila an important pilgrim destination.
In 1982 UNESCO declared the City a World Heritage Site.
In order to improve their competitiveness in national and international tourism markets, ICN Artea was engaged to design the Tourism Master Plan and carry out its management.
During four years ICN-Artea defined and implemented a Master Plan involving the following LINES OF ACTION:
• Urban recovery. Fostering a liveable city for citizens and attractive destination for tourists.
• Structuring the tourist product. Obtaining a competitive destination, more creative and unique based on its major historical resources.
• Adapting human resources to the new needs: Capacity building for a new culture of cooperation and coordination between professionals.
• Marketing Plan and actions, offering a renewed image at the national and international markets.
• Additional activities directly related to the future: The cultural city and the city of meetings.
Avila´s Tourism Master Plan was selected as a model of good practices.