The Toledo Branding as Touristic Promotion Example of Heritage Cities

Abstract

The main purpose of this research was to analyse how branding affects the promotion goals were: To know how the city of Toledo creates its branding, to determine how the communication influences the city's international positioning and to explain why branding is a basic instrument for attracting tourists to one World Heritage City. These goals were achieved through a qualitative methodology and with exploratory, explanatory and content analysis. At the same time, this methodology allowed us to conclude that the city of Toledo added event management as a communication tool, hence organized different events in accordance with values such as culture, gastronomy, religion and leisure. These events were spread, fundamentally, in social media and in international tourism exhibitions. Thanks to this reinforcement, Toledo has overcome a classic problem, the few overnight stays due to its nearness to Madrid and, above all, it has reached an international positioning.