The Catalan Tourist Board has declared 2020 to be Sports Tourism Year to coincide with the Olympic Games in Tokyo, with the aim of placing the focus on the Pyrenees-Barcelona candidature for the 2030 Winter Olympics. This thematic year is regarded as an opportunity to position Catalonia as a leading destination for sports tourism around the world. The quality of the tourist attractions and its excellent sports facilities, coupled with its climate and natural features, make Catalonia an ideal destination for different sports.
Thus, this sporting theme will continue the sequence of themes selected for each year throughout the last six years: Cultural Tourism Year (2018-2019), Sustainable Tourism Year (2017), Gastronomy Year (2016), Inland and Mountain Tourism Year (2015) and Family Tourism Year (2014).
Aim:
The challenge of Sports Tourism Year is to extend the promotional initiatives of the sports tourism brand of the Catalan Tourist Board, whose aims are:
Featured initiatives:
To achieve these goals, throughout 2020 the Catalan Tourist Board will conduct more than 50 promotional and communication-based initiatives aimed at the target audience and professionals from different international markets.
Priority markets: France, Germany, Benelux, the United Kingdom and Scandinavia.
Strategic markets: North America, China and Japan.
The most significant events of the year will be:
Initiatives with influencers:
Women’s sport initiatives: Communication initiatives will be held with the Massi-Tactic Women Team, the only women’s team in Catalonia in the UCI category, the highest world road cycling category, using specialised resources.
Inclusive sporting initiatives: A trip will be held to La Molina with French adaptive skiing influencers to promote inclusive tourism, together with communication initiatives in several media to publicise the specialise companies that provide inclusive sporting activities.
Participation in high-profile international sporting events: Among others, the Vansbrosimningen (swimming in open water in Sweden), the Prudential (cycling in the United Kingdom) and the British Swimming (swimming in the United Kingdom) events.
Knowledge and market intelligence initiatives:
All the above initiatives seek to help Catalan sports companies and destinations to create sports tourism products that can help to de-seasonalise Catalan tourism and promote a greater territorial distribution of tourist activity. It is also intended to promote the marketing of training camps and sporting events.
Advertising campaign
To promote Sports Tourism Year in 2020, the Catalan Tourist Board has prepared a special advertising campaign featuring Ona Carbonell, the Catalan synchronised swimming medallist, and international influencers from the world of sport and lifestyle in Germany, Holland, France and the United Kingdom.
The aim of the campaign is to project Catalonia by means of sporting values such as equality, inclusion, accessibility, innovation and healthy lifestyle habits. It is an innovative, micro-segmented and digital campaign with personalised contents.
If you wish to publicise the Sports Tourism Year initiatives on social media you can use the #AnyTurismeEsportiu20 hashtag.
Pack
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Logo and application manual
You can download the logo and application manual via the following links:
Videos