Digital Marketing as a tool for tourism promotion: Destination Branding in Spain

Abstract

Digital Marketing is the new reality when it comes to the promotion of tourist destinations. Nowadays, tourists are more demanding than ever as they expect personalized treatment throughout their entire experience. To face this challenge, Spain’s National Tourist Office (Tourspain) opts for a destination branding strategy. It is supported by the Spain brand and partially carried out through digital marketing channels. This paper provides a theoretical base of the main concepts of Digital Marketing and Destination Branding, followed by an evaluation of Tourspain’s effective marketing actions such as Social Media Marketing, international advertisement campaigns, and the official tourism portal