Measures..................................................................................................................53
Strength of the Spain brand........................................................................................... 57
Coordinated development of the Spain brand................................................................ 57
Promotion of the Strategic Marketing Plan (Plan Estratégico de Marketing) ................. 58
Permanent EU representation of Spain's tourism interests ........................................... 60
Focus on clients ............................................................................................................. 61
Launching of the programme “Fidelización España” (Customer loyalty programme) .... 61
Promoting a campaign to stimulate national tourism demand........................................ 62
Modulation of airport fees .............................................................................................. 64