Promotur Turismo De Canarias SA: Canary Islands "The 7 islands that became 47"

Promotur Turismo De Canarias SA, a tourist information centre in Spain, increased tourist visits to the Canary Islands by launching a micro-segmentation model to target tourists globally.

Challenge, context & objectives

"In 2012, the number of tourists in the Canary Islands was the same as in 2001. As was the old-fashioned destination image with the traditional sun and sea campaign."

The Canary Islands sun and sea product was not in any danger of extinction.

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