Los Alcázares Unveils Year-Round Sustainable and Experiential Tourism Strategy
Los Alcázares, a coastal municipality in the Murcia region of Spain, has announced an innovative tourism strategy aimed at year-round sustainability and experiential offerings. This initiative, called the Plan de Análisis de la Estrategia Turística 2025-2027, is designed to combat the significant issue of seasonal tourism.
Overview of the New Tourism Strategy
The local government presented the plan at the Balneario de la Encarnación, highlighting its commitment to transforming the region’s tourism landscape. Under the slogan “Un mar abierto a cada estación” (A Sea Open to Every Season), the strategy addresses modern challenges such as digital transformation and sustainability.
Developed by the consulting firm Open-Ideas, this plan was funded by the European Recovery and Resilience Plan (PRTR) under NextGenerationEU. It aims to position Los Alcázares as a compelling year-round destination by implementing emotionally resonant campaigns and unique tourism products tailored to each season.
Key Components of the Strategy
The strategy revolves around five core narrative axes, each associated with distinct campaigns:
- El mar que sabe: Focus on gastronomic positioning, including events like Gastromar.
- El mar que activa: Emphasis on water sports, cycling, wellness, and active tourism.
- El mar que inspira: Promotion of cultural heritage, historical events, including the 25th anniversary of the Berber incursions.
- El mar que une: Initiatives on inclusion, sustainability, and environmental education.
- El mar que conecta: Strategies for community engagement via social media and public participation.
Target Demographics
The tourism plan is crafted around specific audience personas, including families, telecommuters, seniors, and gastronomical tourists. Each campaign will feature tailored digital content, promotional materials, and events aimed at engaging these distinct groups.
Economic and Social Impact
Local officials, including Mayor Mario Pérez Cervera and Councilor for Tourism M. José Díaz Aragón, emphasized the transformative potential of the strategy. The goal is to enhance the quality of life for residents while attracting diverse visitors throughout the year.
Eva M. Nicolás, Business & Marketing Manager at Open-Ideas, noted that addressing seasonality is critical for coastal destinations. By creating unique tourism products, fostering emotional narratives, and reaching audiences seeking authenticity and local experiences, the new plan seeks to promote stability and sustainable growth.
Upcoming Initiatives and Events
The strategy will kick off with the “El mar que sabe” campaign, featuring the GASTROMAR event from November 14 to 16. This gastronomic festival will showcase local cuisine while celebrating the maritime culture that contributes to the region’s economic and tourism development.
Mayor Pérez Cervera reiterated the importance of collaboration between government, businesses, and the community. He invited all stakeholders to engage actively in this new narrative, envisioning a future where tourism is not limited to a specific season but flourishes year-round.
In summary, the Plan de Análisis de la Estrategia Turística 2025-2027 for Los Alcázares presents a bold approach to tourism. By redefining its identity and cultivating a sustainable, experiential model, the municipality aims to attract visitors continuously, highlighting that the true beauty of its shores can be enjoyed in every season.
