Appearance of various installations in the multisensory pavilion of the autonomous community of Andalusia on Saturday, January 27, 2024, during the International Tourism Fair (FITUR), at the Ifema Madrid, in Madrid (Spain). The multisensory pavilion 'Andalusian Crush' has won the award for the best exhibitor in the autonomous community of the FITUR in its 44th edition, awarded by the organization of the meeting. Experts in marketing, image, ephemeral architecture and communication have recognized "how the spectacular 'Andalusian Crush' campaign is translated into spatial language, with a strong technological commitment that manages to show the beauty of its destinations and the vast intangible heritage it possesses, through of an immersive experience". The Andalusian pavilion has a larger surface area in this year's edition, with 6,500 square meters, 1,200 square meters more than in 2023, and is inspired by the concept of the destination's new campaign 'Andalusian Crush' to influence the values community differentials. The common thread at FITUR is to show the Andalusian exhibitor as a pavilion that shows balance between innovation and tradition, emphasizing a message of sustainability, professionalism, technology and experiences, to convey the emotions of Andalusia to the visitor. As described by the Board in a note, the Andalusian pavilion is a space with identity and versatility, which allows an overall vision of the destination and with greater differentiation between the
Appearance of various installations in the multisensory pavilion of the autonomous community of Andalusia on Saturday, January 27, 2024, during the International Tourism Fair (FITUR), at the Ifema Madrid, in Madrid (Spain). The multisensory pavilion 'Andalusian Crush' has won the award for the best exhibitor in the autonomous community of the FITUR in its 44th edition, awarded by the organization of the meeting. Experts in marketing, image, ephemeral architecture and communication have recognized "how the spectacular 'Andalusian Crush' campaign is translated into spatial language, with a strong technological commitment that manages to show the beauty of its destinations and the vast intangible heritage it possesses, through of an immersive experience". The Andalusian pavilion has a larger surface area in this year's edition, with 6,500 square meters, 1,200 square meters more than in 2023, and is inspired by the concept of the destination's new campaign 'Andalusian Crush' to influence the values community differentials. The common thread at FITUR is to show the Andalusian exhibitor as a pavilion that shows balance between innovation and tradition, emphasizing a message of sustainability, professionalism, technology and experiences, to convey the emotions of Andalusia to the visitor. As described by the Board in a note, the Andalusian pavilion is a space with identity and versatility, which allows an overall vision of the destination and with greater differentiation between the final public and professionals. Andalusia has broken a record by reaching 33.9 million tourists in 2023, which represents an increase of 9.9% compared to last year and 4.3% more than what was registered in 2019. In addition, the data indicates because the Andalusian community has been the preferred national destination for Spaniards to stay in their hotels with 21.2% of the total, far ahead of Catalonia, the Valencian Community, Madrid or the islands. By 2024, the goal is to reach 35 million tourists. (Photo by Hugo Ortuño)