The Almuñécar Tourist Board plans to launch an international promotional campaign in London at the beginning of November.
This is timed to coincide with the World Travel Market (WTM 2025), which is one of the world’s leading tourism fairs.
The idea is to strengthen the destination’s presence in the British market; the main source of international tourism in the municipality, and enhance its image as an authentic Mediterranean destination.
The Mayor of Almuñécar, Juan José Ruiz Joya, emphasised that “this campaign represents a qualitative leap in our international promotional strategy. Almuñécar-La Herradura is projected into London’s most iconic locations, showcasing its Mediterranean identity, its natural beauty, and its hospitality, all with a clear message: we are a destination that combines sun, culture, sustainability and quality of life.”
Councilor for Tourism, Beatriz González Orce, said, “These initiatives reinforce Almuñécar-La Herradura’s position as a modern and competitive destination, capable of attracting British visitors through a fresh, cosmopolitan, and authentic image. Coinciding with the WTM multiplies its media and professional impact,” stated González Orce.
So, what does the campaign entail? It includes two high-visibility presence in iconic locations in Central London. First, the TubeScreen – Victoria Station initiative, with a significant impact on the London metropolitan-transport system, which will run from the 3rd to the 6th of this month, coinciding with the fair.
Furthermore, there will be four days of, 58 high-definition digital screens located along the Victoria Station escalators which will continuously broadcast the Almuñécar-La Herradura promotional spot.
The next target is Leicester Square, where for four days a ten-second promotional ad will be continuously projected every minute on two, giant, 63-sq/m screens. Three people will also be trotting around the area handing our brochures.
Finally, there will be ads in the freebie, City AM, available at most London tube & rail stations.
According to the Almuñécar Tourist Board, more than 22,000 British people visited Almuñécar-La Herradura in 2024, representing 14.69% of the total number of international tourists.
Editorial comment: the Town Hall press release doesn’t mention whether Almuñécar will have a stand at the World Travel Market, which is strange, as it is aimed at tour operators.
Secondly, under Benavides in the late 80’s Almuñécar had a stand there, so it’s not exactly ground breaking for Almuñécar.
If you have lived in London, you don’t tend to take much notice of posters on the walls along the moving stairs (escalators), as you’re on zombie mode thanks to having to get to work every day.
Tourists visiting London might, but they’re interested in London, right? The same goes for Leicester Square; the tourists are interested in London and are probably from Spain.
Lastly, having personally seen what goes on in these fairs, I came away with the impression (in Almuñécar’s specific case) that they’re just an excuse for municipal bigwigs to get a free holiday abroad, involving a tremendous amount of squandered municipal funds.
(News: Almunecar, Costa Tropical, Granada, Andalucia)
Keywords: London, International Travel Fair, Almuñécar Tourism Board, Victoria Station, Leicester Square
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