At Geinnova, we are proud to announce our participation in the Tourism Sustainability Plan for the Calatayud Region (PSTD), a strategic initiative funded by the European Union – NextGenerationEU and coordinated by the Government of Aragon and the regional administration. Our work has focused on carrying out the preliminary study for the Tourism Marketing Plan, a fundamental part of Axis 3 of the plan: the digital transition of the destination. This axis includes the creation of a tourism intelligence system, the improvement of the destination’s website, and the development of digital tools for tourism management and promotion.
A study to understand, segment, and promote regional tourism.
The work carried out by Geinnova has consisted of an in-depth analysis of the level of knowledge and perception of the tourist resources of the Calatayud region in the target markets, both nationally and internationally. To this end, we have carried out:
–Surveys and perception studies in selected markets, with a special emphasis on field data collection, which has given us a real and up-to-date view of visitor trends and demands.
–Analysis of the region’s presence and mentions in the media, social networks, and tourism platforms.
–Comparisons of the region’s positioning vis-à-vis competing destinations, identifying strengths and areas for improvement.
Segmentation and selection of target markets.
Our study has enabled us to define and prioritize the most relevant tourist markets for promoting the region, applying geographical, demographic, and psychographic criteria. In addition, we have identified the market segments with the greatest affinity for the local tourist offer and analyzed the potential of both domestic and international source markets.
Inventory and evaluation of local tourist resources
Another key task has been to draw up a detailed inventory of the region’s tourist resources—historical monuments, natural heritage, cultural events, and gastronomy—evaluating their quality and capacity to meet tourist demand. This analysis has identified key resources with high potential to attract the target markets.
Geinnova’s collaboration with the Calatayud region is part of several areas of the PSTD, acting as a link between companies in the tourism sector and the public administration. Our goal has been to facilitate strategic decision-making and promote partnerships that drive competitiveness and innovation in the region, in line with the vision of sustainability and digital transformation that defines the plan.
At Geinnova, we remain committed to innovation and sustainable development, helping the Calatayud region to consolidate its position as a leading tourist destination that is modern and connected to the new demands of the sector.
Further information: If you would like to know more, we invite you to consult a brief summary of the study carried out, as well as the official website of the Tourism Sustainability Plan for the Calatayud Region.
