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Madrid as a destination brand by Joshua Smitth
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Madrid as a destination brand |
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Business,Travel & Tourism
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Madrid, the capital of Spain, is one of the most visited cities in Europe. Annually it receives over 4 million international tourists with 4,494,488 tourists in 2012 (Madrid Diario, 2013). What is the appeal of this city in the middle of the dry Spanish meseta battered by icy winds in the winter and baked by the blazing sun in the summer? Madrid is a relatively young capital compared to other prominent European capitals. It only became the capital of the Spanish Empire in 1561 when Philip II moved his court here from Toledo. The city has had its ups and down, with notable setbacks such as the long decline of the Spanish empire from the 18th century onwards and Franco´s dictatorship in the 20th century. Madrid took its time to stand on par with other great capitals such as London, Paris and Rome. However, from the last decade of the 20th century one can say that Madrid has evolved into a very desirable tourist destination – a destination brand . What is Madrid main attraction as a destination brand ? Alongside Barcelona, Madrid serves as one of the gateways to Spain, especially for tourists from outside of the E.U.; it is holds the headquarters of the U.N.’s World Tourism Organization; it is a major European center of finance, business and trade; Madrid has three very important art museums in the world – El Prado, Reina Sofía and Thyssen; and perhaps, most importantly, it is one of the most liberal cities in Europe with a thriving nightlife and street parties. The factors above helped Madrid to position itself as one of Europe´s most enticing destination brand . If Paris capitalizes on art, culture and fashion; London on business, urban vibe and freshness; Rome on its Roman past and amazing food then Madrid has a bit of everything. It does not have the cultural richness of Paris, the business environment of London nor the unparalleled Roman gastronomy. It is an eclectic mix of the three with a good amount of liberalism and the welcoming and relaxed attitude. Where else in Europe would you be able to visit amazing cultural attraction; drink on the streets the Spanish style; party until 6 a.m. and then be tempted to go to a quirky afterparty; enjoy a Sunday in the summer in one of its many public swimming pools and then snack on mouthwatering tapas? On balance, Madrid is living its moment and the growing number of tourists is proof that it is an attractive city destination brand .
Related Articles -
Destination brand, Tourism strategy, Destination branding, National brand strategy,
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