The communication and marketing event dedicated to tourism will take place on December 20 at the Alfredo Kraus Auditorium under the motto: 'A decade impacting the tourism business'.
The Minister of Tourism of Gran Canaria, Carlos Álamo, points out that “the survival of our destinations and companies will depend on the ability to continue offering attractive experiences, products and services in line with evolving tastes and demands.”
Overbooking Gran Canaria Summit, the largest national communication and marketing event dedicated to the tourism sector, will celebrate its seventh edition and the tenth anniversary of its birth this coming December 20. It will do so with a day that will take place starting at 9 in the morning at the Alfredo Kraus Auditorium under the motto: 'A decade impacting the tourism business'.
The event promoted by the Cabildo of Gran Canaria, through the Tourism of Gran Canaria, and which has the participation of the Canarian Marketing and Communication company 22GRADOS and the support of the different sponsors, is presented as a reference in the approach of marketing and communication topics applied to the area of Tourism and in a relevant event for professionals in the sector at a national level. It is also the event that has turned Gran Canaria into the nerve center of knowledge and analysis of trends, best practices and techniques in this regard.
Overbooking Gran Canaria Summit 2022 is back with a bang and a few days after opening the registration period, capacity has already been reached. However, given the high interest that the tourism sector has shown, a waiting list has been established and the appropriate channels and supports will be available to allow virtual access to all those who want to explore the opportunities offered by the current tourism context for contribute to promoting the most competitive and sustainable destinations and experiences over the coming years.
Carlos Álamo, Minister of Tourism of Gran Canaria, pointed out that the purpose of the Overbooking project was to highlight the importance of tourism in the national territory, placing the event in one of its main venues (the Canary Islands) and thus turning Gran Canaria into stable meeting point and reference for both media professionals, the advertising industry and those responsible for communication and marketing directly or indirectly related to the tourism sector at a regional, national and even international level.
"In view of the economic relevance of tourism activity for the Canary Islands, and witnessing a scenario of constant change, the survival in the market of our destinations and companies will depend, to a large extent, on their ability to continue offering the tourist experiences, products and services that are sufficiently attractive and in line with evolving tastes and demands.
Therefore, the important role of analysis in the field of tourism is undeniable, as a means to improve professional practices and thus make decisions that lead us to success in the management of destinations and companies,” Álamo explained.
He highlighted that Overbooking has managed to be that space dedicated exclusively to advertising and tourist communication in Spain that serves to attract all the talent responsible for tourist communication, with the contribution value for the professionals of our island and the rest of the Canarian community.
OVB is a forum that represents the evolution that the advertising and communication industry sector is experiencing both in terms of investment and audiences and in new ways of communicating that go beyond traditional environments. “Without a doubt, the communication area of our first industry deserved a meeting point in which quality, inspiration and excellence in its field were recognized,” added the Gran Canaria councilor.
The basis of the event format will consist of a series of experiential talks through interconnected conversations between groups of speakers and individual speakers. The program is divided into 7 blocks: two of them intended for individual presentations and the other five structured in a talk/debate format that will allow much more fluidity when sharing the knowledge, experience and anecdotes of the speakers. .
Given that the motto chosen for this edition revolves around our '10 years of Tourism Communication in Gran Canaria', we will take a look at the evolution of the sector over the last decade. An analysis will be carried out on how marketing and communication manage to impact the tourism business, who the new tourists are and what they are like, such as 'Tourist Z', and how content has become key for these new profiles. Also, among other topics, the day will delve into the fascinating change of era and the technological future that was developed under the keys of the digitalization of the sector.
Among the speakers, authentic gurus of the sector stand out, such as Andy Stalman, director of Cato Partners and co-founder and CEO of TOTEM Branding. In addition, the day will feature a selection of the best professionals in the area of communication, marketing, tourism or new technologies such as: Pablo Llinares, manager of Tourism of Gran Canaria; Gonzalo Pastor, from Webedia; Víctor Oliver, Melià Hotels; Phil González, from Canal Cocina; Eduardo G. De La Mata head of Marketing and Digital Strategy at Lopesan Hotel Group; Fabián González, from FORWARD_Travel, Eladio Bombín, CEO of 22GRADOS; José A. Martínez, Making Science; Abraham Martín, Civitatis; Yvonne Gala, Advanced Analytics Iberia Express; Marian Muro, from Barcelona Tourism; and Vicente Ros, from Initiative Spain.
Own names
Stalman is considered one of the world's leading brand experts. With more than 25 years of experience, he has developed projects on five continents. In this next edition he will articulate his presentation around the importance of customer experience and loyalty programs.
Phil González is the author of five books related to social networks and social media. He is the founder and creator of the 'Instagramers' community . In this edition, he will discuss the major changes of the last decade in his presentation, "Scaling Up in 2012 with a Destination for the Future," and what trends await us in the coming years.
Eduardo Gómez de la Mata is head of Marketing and Digital Strategy at Lopesan Hotel Group, a leading company in the tourism industry in the Canary Islands and one of the main ones in Spain. On this occasion he will share a block with Phil González, Eladio Bombín and Fabián González in the presentation 'Scala in 2012 towards the future'.
Pablo Llinares is the managing director of Gran Canaria Tourism, the entity in charge of promoting the Island as a tourist destination. This year he returns to analyze the evolution of the sector in the last decade, in the conference block called 'The evolution of tourism communication in 10 years'.
Gonzalo Pastor is Head of Strategy & Creative at the digital entertainment group Webedia. Pastor is an expert in the strategy and execution of advertising and communication plans, with extensive experience in 360º projects and a deep understanding of branded content and organic strategies. He will address Generation Z in a series of presentations entitled 'Tourist Z: The Key Lies in the Content,' analyzing how travel habits and motivations have changed and how these changes affect tourism communication.
