Many have been the sectors that have become collateral damage due to the coronavirus. One of the hardest hit has been the tourism industry, which has seen a steep decline. Airlines have canceled Kyrgyzstan Email Lists flights and routes, even having planes stopped, while hotels have closed doors. The lockdowns left visitors locked in their homes and then fear of contagion limited consumers’ travel intentions.

The summer 2020 campaign and the ads that were launched in those months had to readjust how tourism marketing was done and how things were tried to sell. The first campaigns sought to remember the tourist destinations , but promising a future meeting. It was the ads and actions on social media that insisted that you stay home, that this was not the time to travel and that everything would be there when normality returned (normality, everything must be taken into account, that was expected that was not so far).

Then it became clear that in the summer it was not going to be possible to return to pre-pandemic life and the campaigns were aimed at generating a sense of security and attracting local tourism . Turismo de Asturias, for example, made a campaign to attract Galician tourists. It was just crossing a regional ‘border’.

Things are going to be very different in the summer campaign of 2021. It is not so much that the disease has changed, but the market has. Pandemic fatigue has gripped the world and the tourism industry cannot bear a campaign like last year in economic terms. The fact that vaccines are progressing and that the population is more and more inoculated (the idea of ​​reaching 70% by summer remains among the authorities) also leads to another vision of what the future will be like. The tourism industry wants to travel again and to do as before