Strategic tourism plan of the municipality of Cabra

Destinations compete with each other to attract visitors, population, talent, investment and trade. The Cabra Town Council commissioned this project in response to the need to establish a medium-term basis for the development of the municipality’s tourism strategy.

The city of Cabra, in the province of Cordoba (Spain), approached its Strategic Tourism Plan with the aim of having a roadmap based on the differentiating arguments of the municipality, working from the perspective of destination brand management. Ohayō researched the history and present of the city, analysed its strengths and weaknesses, identified complementary destinations and competition, and worked from the city’s identity to propose the basis for the narrative of its destination brand and its main arguments. 

The project therefore included the definition of the brand story and verbal identity for the destination “Cabra”. Photographs of the city’s main cultural and natural landmarks were taken as part of the project. The strategic plan included the strategy, keys and work programmes based on conceptual areas of action for the coming years.