{"id":25866,"date":"2025-12-03T12:43:03","date_gmt":"2025-12-03T11:43:03","guid":{"rendered":"https:\/\/cienciagandia.webs.upv.es\/?p=25866"},"modified":"2025-12-03T12:43:57","modified_gmt":"2025-12-03T11:43:57","slug":"towards-a-powerful-tourism-brand-for-gandia","status":"publish","type":"post","link":"https:\/\/cienciagandia.webs.upv.es\/en\/2025\/12\/towards-a-powerful-tourism-brand-for-gandia\/","title":{"rendered":"Towards a Powerful Tourism Brand for\u00a0Gandia\u00a0"},"content":{"rendered":"\n<p>On October 29th, the Aula Magna of the\u00a0Gandia\u00a0Campus of the UPV hosted the conference <strong>&#8220;The Tourism Destination Brand: Towards a Powerful Tourism Brand for\u00a0Gandia,&#8221;<\/strong> organized by the\u00a0<strong>Gandia\u00a0Chair of Tourism and Promotion<\/strong>, with the support of the\u00a0<strong>Gandia\u00a0City Council&#8217;s Department of Touris<\/strong>m. The event brought together students, tourism professionals, institutional representatives, and\u00a0local residents\u00a0for an intensive morning of reflection on the strategic role that tourism brands play in the competitiveness of destinations.\u00a0<\/p>\n\n\n\n<p>The development and management of tourism brands\u00a0has\u00a0become one of the major challenges of contemporary tourism. In\u00a0a context\u00a0of globalized tourism, having a clear, coherent, and distinctive brand is no longer\u00a0an option, but a necessity. This was emphasized by\u00a0<strong>Eulogio\u00a0Bordas<\/strong>, a renowned international expert in destination planning and marketing, who led the event. With over 45 years of experience and more than 800 projects,\u00a0Bordas\u00a0outlined the key elements for building and\u00a0maintaining\u00a0truly powerful\u00a0brands, capable of generating long-term value and sustainability.\u00a0<\/p>\n\n\n\n<p>Tangently&nbsp;related to destination branding, the Economic Report for the La&nbsp;Safor&nbsp;Region, presented by FAES a few weeks ago, states that only \u201c14.9% of businesses in La&nbsp;Safor&nbsp;have a registered trademark, above the average. [\u2026] Having a positioning means having a place in the consumer&#8217;s mind, that is, being on their shopping list.\u201d&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"523\" height=\"500\" src=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2025\/12\/DSC08741-2-523x500.webp\" alt=\"\" class=\"wp-image-25867\" srcset=\"https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2025\/12\/DSC08741-2-523x500.webp 523w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2025\/12\/DSC08741-2-261x250.webp 261w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2025\/12\/DSC08741-2-768x734.webp 768w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2025\/12\/DSC08741-2-1536x1469.webp 1536w, https:\/\/cienciagandia.webs.upv.es\/wp-content\/uploads\/2025\/12\/DSC08741-2-2048x1958.webp 2048w\" sizes=\"auto, (max-width: 523px) 100vw, 523px\" \/><\/figure>\n\n\n\n<p>During his insightful presentation,&nbsp;Bordas&nbsp;explained the conceptual foundations of tourism branding, stressing that a destination brand is not limited to a logo or slogan, but must reflect a value proposition to tourists, shared by the local community. A strong tourism brand is the result of authenticity, consistency between what is communicated and what the visitor experiences, and the joint commitment of institutions, businesses, and citizens to a clear value creation strategy. The fundamental constraints are respect for residents and the long-term sustainability of the model.&nbsp;<\/p>\n\n\n\n<p>He then detailed, with&nbsp;numerous&nbsp;illustrative examples, the process of building a powerful brand. It is a collective public-private effort that requires between three and five years of work. Ambition, technical&nbsp;expertise, and continuous process measurement lead to success, requiring, as&nbsp;Bordas&nbsp;emphasized on several occasions, a stable branding team and a considerable financial investment.&nbsp;<\/p>\n\n\n\n<p>In the final part of the day, focused on tourism stakeholders in the municipality,&nbsp;Eulogio&nbsp;Bordas&nbsp;launched and briefly elaborated on some ambitious ideas for differentiating the area from other destinations. He emphasized that the aim was to&nbsp;showcase&nbsp;inspiring tourism products, providing the tourism sector and municipal officials with a frame of reference, but also highlighting entirely different options:&nbsp;Gandia&nbsp;Premium Beach (the best beach in the Mediterranean),&nbsp;Gandia&nbsp;EuroSports&nbsp;Region,&nbsp;Gandia&nbsp;Boutique Meetings, and Borja Experience.&nbsp;<\/p>\n\n\n\n<p>The event also featured the participation of\u00a0<strong>Balbina\u00a0Sendra<\/strong>,\u00a0Gandia&#8217;s\u00a0Councilor for Tourism, Beaches, and International Promotion, and <strong>Pepe Mar\u00edn-Roig<\/strong>, Head of Chairs at the\u00a0Gandia\u00a0Campus, who emphasized the Campus&#8217;s role as a meeting point between academic knowledge and practical tourism management. Both agreed that\u00a0Gandia\u00a0should focus on\u00a0consolidating\u00a0its identity as a high-quality, sustainable destination with a diversified offering year-round.\u00a0<\/p>\n\n\n\n<p>The economic importance of tourism for&nbsp;Gandia&nbsp;and the&nbsp;Safor&nbsp;region, both in terms of employment and the growing social practice of travel, compels us to continue&nbsp;leveraging&nbsp;both the increasing popularity of leisure activities enjoyed by Western societies and the growing trend of recreational activities during free time. To achieve this, a well-known and distinctive brand is crucial.&nbsp;<\/p>\n\n\n\n<p>Gandia, as a leading destination on the Valencia-Benidorm&nbsp;axis,&nbsp;possesses&nbsp;enormous potential to strengthen its brand and project a renewed and contemporary image. Its diverse tourism offerings and high visibility in the Spanish outbound tourism market provide the foundation for reorienting its positioning towards a more competitive and sustainable model, a goal set for the next five years.&nbsp;<\/p>\n\n\n\n<p>It is right that\u00a0Gandia\u00a0demands greater brand visibility and institutional recognition, while simultaneously continuing to improve its offerings and adopting\u00a0a new marketing\u00a0mix, targeting high-value segments that respect local identity. In the planning, financing, and implementation of the long-term strategy and big ideas, its governance must involve tourism stakeholders and representatives of the community.\u00a0<\/p>\n\n\n\n<p><strong>Joan Carles\u00a0Cambrils, director of the\u00a0Gandia\u00a0Chair of Tourism and Promotion. Professor\u00a0Gandia\u00a0Campus &#8211; UPV\u00a0<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On October 29th, the Aula Magna of the\u00a0Gandia\u00a0Campus of the UPV hosted the conference &#8220;The Tourism Destination Brand: Towards a Powerful Tourism Brand for\u00a0Gandia,&#8221; organized &#8230; <a title=\"Towards a Powerful Tourism Brand for\u00a0Gandia\u00a0\" class=\"read-more\" href=\"https:\/\/cienciagandia.webs.upv.es\/en\/2025\/12\/towards-a-powerful-tourism-brand-for-gandia\/\" aria-label=\"Read more about Towards a Powerful Tourism Brand for\u00a0Gandia\u00a0\">Read more<\/a><\/p>\n","protected":false},"author":19,"featured_media":25854,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[253],"tags":[],"class_list":["post-25866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tourism","resize-featured-image"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Towards a Powerful Tourism Brand for\u00a0Gandia\u00a0 - Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cienciagandia.webs.upv.es\/en\/2025\/12\/towards-a-powerful-tourism-brand-for-gandia\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Towards a Powerful Tourism Brand for\u00a0Gandia\u00a0 - Campus de Gandia Ciencia - UPV Universitat Polit\u00e8cnica de Val\u00e8ncia\" \/>\n<meta property=\"og:description\" content=\"On October 29th, the Aula Magna of the\u00a0Gandia\u00a0Campus of the UPV hosted the conference &#8220;The Tourism Destination Brand: Towards a Powerful Tourism Brand for\u00a0Gandia,&#8221; organized ... 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