Tourism promotion as a marketing tool to enhance tourism demand in the eight provinces of Andalusia

Tourism represents 13% of Gross Domestic Product in Andalusia; thus, tourism campaigns and marketing strategies are vital tools to stimulate tourism demand. This research analyses tourism promotion in the eight Andalusian provinces from 2010 to 2022, examining how promotion campaigns influence tourism supply and demand. The study used both secondary data from Andalusian public organizations and primary data from researchers and organizations. The findings note that Destination Management Organizations (DMOs) in Andalusian provinces increased tourism promotion budgets and campaigns to revitalize tourism demand and supply in response to the COVID-19 pandemic and Russia's invasion of Ukraine. Moreover, tourism promotion budgets and campaigns helped improve several key indicators, especially in 2021 and 2022, such as the number of passenger arrivals, the number of tourists, hotel occupancy rates, overnight stays by international and Spanish guests, and total overnight stay indicators. This research also highlights the importance of destination tourism promotion and its positive impact through stimulating effects of tourism marketing. Most tourist destinations use marketing campaigns and strategies to attract international tourism, which positively affects long-term economic growth. This research contributes new insights to the tourism industry and promotion strategies context, demonstrating the effectiveness of increased promotion efforts in revitalizing tourism during and after crisis periods.