The future of tourism communication at Zoom Marques

The Tech Tourism Cluster collaborates in the 13th edition of Zoom Marques, the annual meeting on communication and advertising driven by the Clúster Audiovisual de Catalunya, which this year focused the debate on one of the sector's major challenges: how to communicate tourism experiences capable of emotionally connecting with people.

The event brought together communication, marketing, and tourism professionals to analyze how brands can build more authentic, memorable narratives that align with the new expectations of travelers.

The opening presentation of the day was delivered by Eugeni Osácar, a professor at CETT-UB —a member entity of the Tech Tourism Cluster—with the talk "Screen tourism, movie destinations." During his speech, he highlighted the strategic role that cinema, series, and audiovisual content play in building a destination's image. Beyond simply showing a territory, these productions are capable of generating emotions, sparking desires, and creating memories that directly influence the decision to travel.

The session continued with a round table discussion moderated by journalist Maria Almenar, which brought together representatives from various leading organizations in the tourism sector: Anna Viladot (Vueling), Salva Marsal (PortAventura World), Sònia Serracarbassa (Catalunya Convention Bureau/Catalan Tourist Board), and Martín Sarrate (Juliatours). 

 The debate revolved around a question shared by many tourism brands: how do you communicate a product that is, in reality, an experience? 

The speakers agreed that tourism communication must go far beyond describing services or destinations. The challenge is to build coherent narratives, generate emotional connections, and convey the values that make each brand unique. Among the key highlights, they emphasized the importance of maintaining a global identity without losing proximity to different audiences, building consistent narratives across all communication channels, and understanding that travelers do not just buy a journey, but emotions, culture, memories, and experiences.

Another core theme of the debate was the positioning of the Catalonia brand. During her intervention, Sònia Serracarbassa, director of the Catalunya Convention Bureau, championed the value of the territory as an innovative and creative ecosystem capable of offering much more than just a tourist destination.

This vision highlights the attributes that define Catalonia as a hub for innovation, talent, and creativity, factors that help strengthen its international positioning and generate a distinctive value proposition.

We are delighted to have collaborated in another edition of Zoom Marques, an initiative that helps strengthen the bond between communication, innovation, and tourism, while consolidating the dialogue between two increasingly interconnected sectors. In a context where experiences are a destination's main asset, the ability to build authentic and memorable narratives becomes a key element for generating value and differentiation.