In the pre-pandemic era 20 per cent of tourists visiting the Murcia region were international travellers. Understandably, tourism authorities are keen to return to, and even surpass, that level, and to that end they have activated an intensive campaign around Europe to promote Murcia’s diverse array of attractions.
The latest country to be targeted – as Corvera Airport Murcia prepares for the return of charter flights from Prague in June – is the Czech Republic, which has provided a total of 42,000 tourists since 2013.
During a familiarisation trip this month, the ministry of tourism highlighted the region’s active tourism and nature in Sierra Espuña and Valle de Ricote, cultural tourism in Cartagena, religious tourism in Caravaca de la Cruz, “blue” tourism in La Manga and Cabo de Palos, and gastronomy and wine tourism throughout the Costa Cálida (Warm Coast).
The Czech Republic route is just one of 24 scheduled for Corvera Airport Murcia this spring-summer season. In addition to the region’s popular tourist attractions, visitors will be able enjoy considerably less restrictive health measures, following Spain’s decision to end the obligatory use of face masks in most indoor areas.
Murcia has also updated its digital marketing tools on the main social networks. For younger travellers, the region is now on TikTok, and it has boosted its presence on Instagram with new audiovisual, reel-format products and launched a blog at blog.murciaturistica.es (so far only in Spanish).