Ministry of Tourism of Argentina- INPROTUR

Background:
The Ministry of Tourism of Argentina, through the National Institute of Tourism Promotion (INPROTUR) works to position Argentina as an international tourist destination, linking the public and private sectors. Comunicación Iberoamericana represented the country for 12 years in Europe to develop its International Tourism Promotion Plan.

Goals:
Position Argentina as a preferred destination in the European market; Training the tourism industry; Reinforce Argentina’s presence in the international media; Deseasonalise travels to Argentinal, increase the number of tourists in every market and their average expenditure during their vacations.

Publics:
Direct public: media and tourism professionals, tour operators and travel agencies from more than 20 countries (Spain, France, Italy, England, Germany, Belgium, Holland, Switzerland, Sweden, Finland, Norway, Russia, Turkey, Israel, Armenia, Morocco, Denmark and Azerbaijan).
Indirect public: potential travellers.

Actions:
Opening and management of a Tourism Office in Europe to keep a daily contact with the members of the tourist sector, journalists, traveller and Argentinean Embassies and Consulates; Support in international trade fairs (tourism, gastronomy and investments); Organization of business agendas and interviews for the Argentinean authorities; Organization of training seminars, workshops and social and business events; Planning and execution of roadshows; Writing, translating and delivering press releases to the European media; Brand Content; Clipping with a qualitative and quantitative value; Pursuit of trade agreements; Execution of advertising campaigns and BTL actions; Social media management.

Results:
Training sessions for 5,900 tour operators and travel agents; More than 1,000 media clipping with an advertising value of 20 million euros every year; Promotion of the destination in more than 20 tourism fairs; Organization of more than 70 workshops and annual events.

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