Strategic Lines

Strategic lines

Strategy for preserving our local community in tourism development

This strategy focuses on protecting the cultural, social and neighbourhood roots that define the identity of the destination.

Priority lines of action:

Local identity observatory.
Local pact for tourism coexistence.
Educational programmes on local culture.
Incentives for the integration of local identity.
Strengthening employment and training in the local tourism ecosystem.

Coordinated management of the tourism destination (Governance)

Fluid coordination between public administrations, the private sector and the local community will make it possible to align efforts, share objectives and jointly build a common vision, mission and values to guide the destination’s growth, fostering a positive and lasting impact on the territory and its inhabitants.

Priority lines of action:

Monitoring and evaluation system.
Regular coordination and accountability.
Spaces for citizen participation.
Destination governance manual.
Transparency and communication.

Programme for comprehensive destination improvement and territorial development

The aim is to promote orderly, accessible and inclusive tourism growth that distributes benefits and minimises negative impacts on the territory.

Priority lines of action:

Sustainable modernisation of infrastructure.
Accessible and responsible mobility.
Rehabilitation and revitalisation of public spaces.
Development of decentralised tourism.
Implementation of inclusive and respectful signage.

Programme for the development of strategic tourism products

This programme is committed to creating tourism experiences that connect deeply with the city’s culture, natural environment and heritage.

The intelligent use and integration of data from urban mobility, municipal services and cultural facilities will provide a comprehensive view of tourism behaviour, making it easier to continuously adapt the offer to visitors’ real needs.

Priority lines of action:

Promotion of regenerative tourism.
Development of tourism products with local identity.
Tourism co-creation laboratories.
Dynamic catalogue of strategic products.
Strategic multi-sector partnerships.
Comprehensive analysis of tourism data.

Positioning, communication, marketing and promotion strategy

This strategy will seek to build a solid and coherent narrative that connects emotionally with a wide variety of visitors, highlighting the destination’s unique values and fostering a positive perception that boosts its competitiveness and appeal in an increasingly demanding and diverse tourism market.

Priority lines of action:

Creation of a new city brand.
Development of a new tourism website.
Promotion of a community of ambassadors.
Promotion of the cultural calendar.
Emotional and inclusive storytelling.
Strategic international partnerships.
Loyalty strategies.

Innovation, technology and competitiveness strategy

The adoption of advanced digital solutions will optimise the visitor experience, improve operational efficiency and foster sustainable development. The Smart Destination Platform (PID) will be the central axis of this transformation, enabling integrated, adaptive and data-driven management that positions Gijón/Xixón at the forefront of smart tourism.

Priority lines of action:

Digitalisation and data analysis.
Development of the Smart Destination Platform (PID).
Implementation of immersive and accessible technologies.
Technological sustainability.
Training and continuous improvement.
Innovation and collaboration.
Advanced digital marketing.

Tourism intelligence strategy

The implementation of an advanced tourism intelligence system will make it possible to collect, analyse and apply up-to-date and diverse data, facilitating informed and strategic decision-making.

This strategy consolidates evidence-based management, capable of anticipating trends, optimising resources and improving the experience both of those who visit the city and those who live in it, promoting balanced, inclusive and responsible tourism.

Priority lines of action:

Creation and implementation of the Tourism Observatory.
Integration of real-time data capture technologies.
Development of interactive dashboards.
Systematisation of regular surveys.
Capacity building and training in data management.

Visitor management strategy

This strategy seeks to reduce seasonality in demand, distribute it evenly across the territory and encourage autonomous and diversified tourism.

Priority lines of action:

Capacity management and advance booking
Digital and smart signage.
Development of self-guided experiences and digital themed routes.
Promotion of programming in the low season.

Sustainability, accessibility and equality strategy

This strategy promotes inclusive, environmentally respectful and socially fair tourism that benefits the whole local community and guarantees accessible experiences for all visitors, prioritising cultural diversity and equity.

Priority lines of action:

Local plan for regenerative and inclusive tourism.
Impact measurement using equity and sustainability indicators.
Regenerative and egalitarian tourism mobility.
Awareness-raising and training campaigns.
Connection with local production.

Strategy for attracting investment and developing strategic projects through the promotion of MICE tourism

MICE tourism (Meetings, Incentives, Conferences and Exhibitions) represents a key opportunity to energise the tourism sector in Gijón/Xixón, contributing to reducing seasonality, generating added value and modernising the offer.

Priority lines of action:

Updated catalogue of MICE venues.
Active participation in trade fairs and sector events.
Incentives for sustainable tourism projects with high added value.
Public-private partnerships.
Design of “turnkey investment packages”
MICE investment observatory

Strategy to promote sustainability, accessibility and tourism quality certifications

To consolidate Gijón/Xixón as a responsible, competitive tourism destination committed to the well-being of its visitors, residents and environment, it is essential to encourage the widespread adoption of recognised standards in sustainability, accessibility and tourism quality.

This strategy seeks to support the sector in the continuous improvement of its services, guaranteeing an offer aligned with local values and international best practices, which in turn helps strengthen the destination’s image and competitiveness.

Priority lines of action: