Capitalising on the success and impact of the movie 'Zindagi Na Milegi Dobara,' parts of which were shot in Spain, Spain Tourism aims to reposition Spain in the Indian market as a standalone destination and has outlined a long term strategy for the same. The NTO has earmarked an investment of USD one million for promoting the destination in India; and will also encourage film shoots in Spain by extending a tax deduction of 18 per cent of the cost of film or series, Economic Interest Groups (EIG), as well as subsidies from both the Spanish Ministry of Culture and from autonomous communities. With the destination witnessing a growth of 35 per cent in Indian arrivals in the first seven months of 2011 (53,000 Indian arrivals), Tourism Office of Spain is now targeting a growth of 40 per cent (80,000 Indian arrivals), year-on-year.
Speaking about the strategy to reposition Spain as a standalone destination, Arturo Ortiz, Director-India, Tourism Office of Spain, said that the NTO aims to position the country as a standalone destination for travellers. “Rather than having Spain as a part of European tour itinerary for two to three days, we want tourists to stay for six to seven days in Spain. We would also like to portray Spain as an all year destination.”
For marketing Spain, the Ortiz said that the NTO will undertake advertising as well as social media and online marketing acivities. Speaking about their marketing strategy for 2011 in India, Ortiz said, “In the last couple of years, India has turned out as an important emerging source market with fabulous potential for Spain. We have earmarked an investment of USD one million for consumer and trade promotions. This will include advertisements in print and television media; online and social media marketing; besides partnership with the travel trade to promote Spain as a new holiday destination and to form movie associations.”
To leverage on the destinations being showcased in the movie ‘Zindagi Na Milegi Dobara’, Spain Tourism will offer a series of incentives to make the destination even more appealing for Indian producers. “To promote film shoots in Spain, a tax deduction of 18 per cent of the cost of the film or series, Economic Interest Groups (EIG), as well as subsidies from both the Spanish Ministry of Culture and the Autonomous Communities, will be extended. Movie production is strongly supported by the Spanish Tourism Board and priority will be given to the Indian film industry. The Spain Film Commission works together with all the regional and local film commissions (Andalucia Film Commission, Barcelona, Madrid, Navarra, Valencia, Balearic Islands and Galicia). They specialise in supporting production teams with all the paperwork and permission, locations, contacts, etc. that are required for shooting in Spain,” stated Ortiz.