Palacio Barolo, Buenos Aires. Photo: Carla Wosniak/Flickr
An extraordinary strategy for gaining new tourists that includes using big data. An interview with Gonzalo Robredo, director of the Buenos Aires Tourism Office.
“Buenos Aires, all of the passions.” That’s how Gonzalo Robredo, director of Tourism for the City of Buenos Aires and his team want to promote Argentina’s capital. More than the passion for football and its idols, or the passion for tango, beef, and Malbec, they want to show off the enormous cultural wealth on offer from the city on the Rio de la Plata. Even more interesting, they are the first in Latin America to enlist the help of data to meet their goal of increasing the number of tourists who visit the city each year to 3 million by 2021.
It’s a well-established strategy. Buenos Aires wants to focus its efforts on countries like Brazil, the United States, Spain, France, and Germany in three segments: luxury travel, LGTB travellers, and conferences.
There is a wealth of places to see and things to do for those three segments. Today’s visitors can easily see that because even though La Boca, the Bombonera and the tango shows are still going strong, the art museums, the greater and lesser theaters, the parks, the parties and the design warehouses are attracting customers.
For example, Buenos Aires was chosen as the Ibero-American Capital of Gastronomy Culture in 2017, a prize that would hardly appear natural for a city with hundreds of cafés and confection shops. But the recognition confirms the idea that the …
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