"Rome was not built in a day", says an old proverb, the change of the image of a country either. In the case of Argentina had to wait almost a year to reach the objective sought by the team from the Ministry of Tourism; and to the view of all the entrepreneurs and officers who participated in the events in Madrid, the mission was fulfilled with a vengeance.
open a door
Both in the International Tourism Fair -FITUR 2017-from 18 to 22 January, as at Madrid Fusion, from 23 to 25, Argentina attended as Guest Country, and the challenge was more important, not only a question of how to re position the image of our country in Europe, but also by the critical eyes of the entrepreneurs of the sector, observers of hardcore year of argentinean presence in fairs and events in which participates the Mintur.
The communication strategy worked as planned, because they see in the news of the Mother country, to the kings of Spain, Felipe and Letizia, the opening of the Tourism Fair in IFEMA and next to them the Minister of Tourism of the Nation, Gustavo Santos, as representative of the Guest Country was not a small thing. Thereafter the presence of Argentina in Madrid was amazed all and sundry.
That the kings themselves have completed the route protocol in the argentine stand to witness a tango show, put it in the eyes of millions of television viewers the images of our landscapes and the name of Argentina are visible.
Obviously none of that was chance, it was planned and it showed in the coordination of the delegates of the Mintur before each event. When we consulted told us that: "the Minister, Santos set out a new way of working to the presentations of Argentina, on the outside. That includes from the aesthetic of the exhibition spaces, up to content".
According to the same officials of the Mintur the stand of Argentina in FITUR puts in scene a message that is sustainable, to align with the principles of the International Year of Sustainable Tourism for Development, established by the UNWTO for this 2017. "We want to build our space with materials that are ecofriendly, energy-saving, not emit dust and noise in construction, reuse of wood and reduce waste, among others", they said.
18 January 2016, Minister Santos stated in a chat with the media sector: "I will personally lead the INPROTUR. The Minister is going to put you to the front of the INPROTUR, what I’m going to lead with a heavy hand, and I’m going to move forward with a strong development because we need foreign exchange in the country. We need to re-receptive to the Argentina". In 2017 will begin to see changes, definitely.
responsible for The change
while the Minister Santos presides over the INPROTUR, the task of coordination and staging of the promotion of argentina in the exterior it was given to his two secretaries: Alejandro Lastra and Roberto Sposetti, who are also part of the Directory of the Institute of Tourist Promotion.
From the Secretariat of Innovation and Technology, that leads Roberto Sposetti, we generated a new integral design of the Stand national looking for a space that would impact intelligence. The official cordoba and his crew had in mind down to the last detail so that all the provinces were present, something that has not happened for a long time.
The Secretary of Tourism, Alejandro Lastra, was in charge of determine the content to present as well as the technical details of the promotion, the logistics, the meetings, rounds of business, agendas, etc
As we know, to get to FITUR, the strategic plan began to take shape three months before the realization of the events; and it was necessary the active participation of all the staff of the Institute of Tourist Promotion, which was periodically in the Meeting Room of the Ministry and poured his experiences in the search for a presentation without any flaws.
For the Night Argentina, for example, the organization of the shows that were offered was monitored previously by the two secretaries and the minister himself, and were adjusted to the details of the action both to FITUR to Madrid Fusion.
The work that made the Minister of Saints, and the Secretaries Sposetti and Lastra, is the result of that had already developed during the period that were members of the Agencia Córdoba Turismo, that such a good result had been obtained for the mediterranean province.
What is concrete is that after 13 months of management the Minister Santos and his co-workers beginning to leave its mark with the ambitious plan that had been established at the beginning of last year: "to reach the 9 million tourists by 2019".
When we all look at
Wednesday, 25 the minister of Tourism of the Nation, Gustavo Santos, next to the minister of Education, Culture and Sport of Spain, Iñigo Méndez de Vigo, and the argentine ambassador in Spain, Ramón Puerta, participated in the day of the close of the fair, excellent food and wine made in the Municipal Palace of Congresses of Madrid, which counted with the presence of recognized chefs of our country.
At that time Íñigo Méndez de Vigo stressed that "Argentina is in fashion in Spain, has been able to see it in Fitur, Madrid Fusion, and soon, in ARCO Madrid, International Contemporary Art Fair, which will take place from 22 to 27 February.
In the national media, the information that was coming from Madrid took on dimensions quite unusual. It is as well in Infobae.com we saw a complete photographic coverage with more than 14 images on the actions of the Minister, of the presence of the kings of Spain in the stand, the interaction of the public, the mega show that took place Sunday in the town Square with a giant roast, and up to the Pink Corner, sector-oriented tourism LGBT, where Argentina had a role very prominent with his campaign, "Love."
The web and the Facebook of TN, (they just announced this week that exceeded 6 million followers) devoted an important segment of the roast that Francis Mallman and Germán Martitegui held in the Plaza mayor which had, in five days, more than 600 thousand views.
3 Chain posted on its website an important note, titled, in the style of cordoba: "Madrid: Mallmann conquered the Plaza mayor with a azadazo", where he played a video of the event that brought together thousands of people on a cold mid winter in the Spanish capital.
This great move, which is part of the Plan to Cook, and also reflected the Spanish media and as well it showed the web site around the world.it is with a wide photographic coverage which titled "A piece of Argentina in the Plaza mayor…".
Telemadrid.is reflected the multitudinous event, and RTVE-Spanish Radio and Television-conducted an interview with the Minister Gustavo Santos entitled: "Argentina partner FITUR 2017" with a duration of 30 minutes. To which are added other media such as traveltradecaribbean.it is published by "Argentina, protagonist in FITUR 2017".
A story of the visit of the kings of Spain was mirrored by the Spanish site Vanitatis, when he entitled the review in the section Royal Houses "could Not imitate Obama. The tango frustrated of Felipe VI during a visit to the Fitur," since the dancer who was making the shows of tango to get the Kings to the stand was to invite him to perform a few steps of the dance of buenos aires, but Queen Letizia is thus prevented.
Multiple activities for Schiaretti
Neither went unnoticed by the prominent role that the governor of cordoba, Juan Schiaretti had in the Fair of Tourism, being as it is an old acquaintance of the members of the Ministry of Tourism with whom he also shared the 8 years that Santos directed the provincial agency of tourism.
Was present at the inauguration and was in charge of handing over a present to the Queen Letizia, while the minister Saints to do the same with King Philip.
The previous day, open the sample, the governor was at the Instituto Cervantes in Madrid
in the framework of the acts, preparations for the "VIII International Congress of the Spanish Language by 2019" that will have to Córdoba as the venue between 27 and 30 march 2019.
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