The president of the Generalitat, Ximo Puig, highlighted that the Valencian Community faces the next start of the tourism campaign with the "optimism" generated by being autonomy for eight weeks with the lowest incidence rate of COVID-19 and one of European regions with the best epidemiological situation, and has asked the EU to guarantee a framework that facilitates the mobility of citizens this summer.
The president spoke like this during the presentation at the Palau de les Arts of the promotion campaign 'Who has lived it knows it', which will be developed by Turisme Comunitat Valenciana to show the attractions of the Valencian territory as a safe tourist destination.
Ximo Puig stressed that this campaign "tunes" with the current reality because "it is time to show the world again" what the Valencian Community is like, and to lay the foundations, "not only for an economic and social recovery, but also of an emotional recovery ".
The president has also pointed out that the containment of the pandemic in the Community is the result of the "sacrifice" made by Valencian society and of the "strength" and "enormous rigor" of its Health professionals, which, accompanied by vaccination rate, makes it possible to meet the goal set to prepare for the start of the summer season in the best conditions.
Puig has pointed out at this point that it is "fundamental" that an adequate framework of trust be generated at the European level, with measures that, from the EU institutions, guarantee mobility. "Europe has to return to that common space in which all Europeans can move," said the president, who insisted on the need for PCR tests to be financed, so that "there is no inequality in access to tourism" .
The president has also indicated that the Consell is "concerned" and "busy" in seeking a solution to the mobility restrictions established by the United Kingdom, and in this area he has indicated that "it is not understandable" that they are established for the Valencian Community when its epidemiological situation is better than that of this country.
Advertising campaign
The promotional campaign 'Who has lived it knows it' seeks, as explained by the regional secretary for Tourism, Francesc Colomer, to give a voice to those who have visited the Valencian Community to convey their emotions, and uses, for this, resources such as tracing a parallel between the vision of the poet and playwright Lope de Vega and the sensations that can be discovered in the Valencian Community.
This campaign will be broadcast in the national and regional media, but also international, and, for this, numerous pieces have been produced for television and social networks, graphics for print media, radio spots or pieces on 'online' portals, content all of them showing the various products in line with the tourism strategy promoted by Turisme Comunitat Valenciana.
In addition to gastronomy and wine tourism, the inland and natural Mediterranean, active and sports tourism or cultural tourism, the campaign will feature pieces from other products and also from segments such as youth tourism, family tourism or LGTBI. Likewise, it adapts to the different seasonal seasons with 'spots', graphics and radio spots that promote travel throughout the year.
To promote participation and publicize the initiative beyond the media, a portal will be activated (www.quienlohavividolosabe.com), in which users can post their own photos of the Community or know the locations where The 'spot' of the campaign has been shot.
The initiative will have an evolution in which other voices will join that of Lope to complete the vision of the Valencian Community through poetry, or the experiences told by visitors. In addition, it will continue with the creative line started in 2016 with 'Mediterráneo en Vivo' and will be accompanied by information and awareness actions of the Valencian Community as a safe destination.
