By | Category: Travel destinations

Catalonialand, a promotion developed by the Catalan Tourist Bard, is an immersive virtual reality experience which, the board claims, will bring to life a series of six new cultural routes.

aerial view of Barcelona

These new routes have been especially created by the board to showcase the cultural wealth, heritage and landscapes across the region, as well as the Catalan gastronomy and wines.

It is part of the tourist board’s latest promotion targeting UK consumers with a new campaign to drive awareness of its cultural attractions during the Year of Cultural Tourism 2019.

Launched last Thursday, potential visitors to Barcelona and other destinations in Catalonia will see the campaign in print media, digital and, for those in London, on adverts on buses and digital screens in Piccadilly Circus.

The campaign spotlights the tourist board’s Legends of Catalonia video game, developed in partnership with Sony as an industry first to promote the destination, and the Route of Fate short tourism film.

Barcelona artist, Sergio Mora, has also been commissioned to create a series of hand-painted street murals inspired by Catalonia’s cultural story at locations in London and Manchester. Aicard Guinovart, director United Kingdom and Ireland at Catalan Tourist Board, said: “The United Kingdom is the second largest source market for tourism in Catalonia attracting over two million tourists in 2018 and generating £1.6 million in expenditure – a 12.8% increase on 2017. So it is important for us to connect with UK. We know that Catalonia’s rich cultural offering is a key area of interest to visitors so hope that through this campaign, and by working closely with our UK partners, we will grow this even further this year.”

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