THE ROUTE OF THE CAMELLIA AND THE GALICIA TOURIST BRAND

Castiñeiras J.R.

Agencia de Turismo de Galicia
Carretera de Noia, Santiago de Compostela
castineiras@xunta.es

The tourism industry has undergone a dramatic change during the last years. The increasing appearance of new destinations in the market, the wide range of tourist experiences that a traveller can take part in and the homogeneity of the offerings of these destinations – the most problematic situation – are important factors that prevent a destination being noticed in this competitive world. Most destinations have superb five-star resorts and attractions. Every country claims a unique culture, landscape, heritage; each place describes itself as having the friendliest people, and high standards of customer service and facilities are now expected. As a result the need for countries to create a unique identity to differentiate themselves from their competitors is more critical than ever.

In this context, branding is perhaps the most powerful marketing weapon available to contemporary destination marketers who are dealing with tourists who are increasingly seeking lifestyle fulfilment and experience rather than recognizing differentiation in the more tangible elements of the destination product such as accommodation and attractions. So, brand strategy applied to the tourist destinations will be the key element that will help them to stand out in the market.

DESTINATION’S BRANDING STRATEGY

Activities related to the creation of a brand image are focused on conveying the essence or the spirit of a destination and this is often communicated by means of key attributes or associations. This strategy is based largely on emotional attraction. In fact, marketing managers are starting to focus more on the differentiation resulting from the happiness and emotional attraction that brands possess rather than the consequences of the tangible and intangible benefits.

But, is it possible for a tourist destination to bring about the high levels of emotional bonding between the product and the consumer that is required for the success of a brand?

The answer is yes:  The potential that tourist destinations have in terms of creating a relationship based on emotion is even greater than in the case of services and popular consumer goods. Destinations have strong associations that remain etched in tourists’ minds, which can, if handled skilfully, provide the basis for the creation of a brand image.

HOW CAN BRANDS FOR TOURIST DESTINATIONS BE CREATED?

The first stage of this process focuses on establishing the assets that are the essence of the destination and its brand image. These assets should be durable, relevant and capable of being transmitted.

Once these core assets have been established, they should form the basis for all marketing activities for the brand so that the brand’s assets are transmitted in a consistent and unitary manner.

Smart managers discover what significance their tourist destinations have as products for their potential consumers: they exploit that significance in order to create added value. Communication should reflect this added value.

GALICIA’S TOURISM BRAND

Galicia’s image as a tourist destination is based on the following dimensions:

Basic components serving as support for the Galicia’s brand image:

Once Galicia’s core brand assets have been defined, the next step is to be creative and transmit consistency in the messages.

With regard to marketing, the goal is to increase the volume and value of tourism. Nevertheless, the medium-term priority is to enhance the perception of Galicia by developing a promotional strategy through the creation of a strong brand image.

HEAD BRAND PRODUCTS

Keeping in mind the considerations illustrated above, Galicia has created ten new tourist products, called ‘head of brand’, with the firm intention to help the Galicia Tourist offerings stand out among the rest of its competitors. These products are:

• The Way of Saint James
• Strolling through Vineyards
• Galician Springs
• Marine Tourism
• The Route of the Camellia
• Hidden Heritage
• Magical Shrines
• Lighthouses and Wild Beaches
• Galician Woodlands
• Top ten (10 unrivalled destinations)

One of these products ‘The Route of the Camellia, is going to play a very important role in the Galician brand strategy, since this amazing experience, that lets the visitor know the Galician history through beautiful gardens and ancient manors, has a deep emotional appeal that will contribute to enhancing the tourist image of the destination. 

What makes ‘The Route of the Camellia’ so important in the Galicia tourist brand?

• It is a unique experience in Europe.
• It is a tourist product wrapped in a Romantic and magical atmosphere, very representative of the Galicia tourist image
• It evokes sense of nostalgia, one of the Galician’s emotional values.
• It is a tourist experience in a natural environment.
• It belongs to the Galician cultural heritage: ancient manors, castles, public and private gardens are part of this route.
• It is linked with other head brand product: ‘Strolling among Vineyards’, because part of the route is in the south of Galicia, birthplace of the Rías Baixas wine. Some private properties have beautiful gardens and vineyards. Camellias and wine, a perfect blend.

Authenticity and originality are very important factors for building a destination tourist brand. For theses reasons The ‘Route of The Camellia’ is one of the ten Head Brand products that will support the Galician tourist strategy in the future.