Sports Beaches Strategy — Region of Murcia (Turismo Azul)
- Client
- Instituto de Turismo de la Región de Murcia (ITREM)
- Location
- Región de Murcia, Spain
- Year
- 2024–2025
Overview
Development of the 'Sports Beaches' product plan for the Region of Murcia, part of the Turismo Azul programme, to structure and position nautical sports and beach activities along the coast.
Context
The project is part of the Actuación de Cohesión entre Destinos 'Turismo Azul', funded by the Next Generation EU European funds with an allocation of €3 million, aimed at improving the competitiveness of the Costa Cálida through sustainability, innovation and territorial cohesion.
Challenge
The Region of Murcia identified the opportunity to structure the tourism product linked to sports beaches as a strategic pillar of Turismo Azul, through analysis of the current state of its beaches, understanding of demand trends and identification of best practices in competing destinations, in order to define a regionally coordinated development model.
Approach
Development of the 'Sports Beaches' product plan for the Region of Murcia, within the Turismo Azul programme, aimed at structuring, qualifying and positioning the offer of water sports and beach-based activities through a comprehensive analysis and the definition of a strategy and action plan.
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