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The Valencian Community will have a more professional and digital focus at FITUR

The Valencian Community stand at FITUR plans to replace the counters with highly visual screens and QR codes that will provide further information on their products. It will also adapt the distribution of showcases to prevent enclosed spaces and to facilitate compliance with safe distancing.

13 Apr 2021

The Valencian Community is preparing its participation in the upcoming edition of FITUR with a focus that is more professional and digital than ever. The Secretary for Tourism of the autonomous region, Francesc Colomer, and the general director of Tourism, Herick Campos, organised a meeting with the six tourism brands of the Valencian Community (València Turisme, Castellón Mediterráneo, Benidorm, Visit València, Alicante and Costa Blanca) to coordinate this participation.

Colomer pointed out that “FITUR has always been based on the idea of consensus, and even more so in a year like this; this is why we have summoned all the brands in order to agree, as a team, on the best way to face this challenge of initiating in-person promotion at a major trade fair, which is very important for the sector”. Along these lines, he explained that “our idea is to progress with the contributions from everyone, based on regulations and on a series of criteria established by IFEMA, which will guide this new edition of FITUR”.

Visual screens and QR codes

Turisme, along with the tourism brands of the Valencian Community, is working towards participating at FITUR 2021 with a stand that is more digitally focused than ever, and with more professional presence. During the meeting, the heads of Turisme told the brands that, among other matters, this year the proposal is to replace the counters with highly visual screens and with QR codes that provide further information on the products.

As for the distribution of the stand in islands, the showcases will be adapted to avoid enclosed spaces and to prevent people from gathering around counters. Therefore, the initial design is being assessed and remodelled in order to present the best distribution to comply with safe distancing.

Colomer highlighted that FITUR 2021 “will be different, with a stand that has multiple possibilities for digital adaptation, designed and aimed for companies, with very open spaces to prevent crowds”. He stressed that the main goal of a tourism promotion fair is to be useful and capable of connecting with the market, and right now “we must seek efficiency”.

The Turisme secretary pointed out that “this stand was already quite technological, which helped us to be able to adapt it more easily”, and he added that “technology is and will be essential in the future, also for tourist destinations”.