La Gomera: una Isla influencer

Mirador de Los Roques. Foto de holacanarias.com

La consejera de Turismo explica que la popularidad que ha alcanzado la Isla en el mercado europeo es fruto de una labor constante por difundir sus atractivos a través de diversas estrategias, entre las que destaca los viajes de prensa.

Periodistas especializados en turismo de diferentes países europeos, junto a un nutrido grupo de ‘influencers’ de países europeos, se convierten en excelentes embajadores de la Isla.

Son muchos los que a lo largo de la historia han situado a La Gomera en su mapa de viajes. Uno de los primeros fue Cristóbal Colón que, hasta en tres ocasiones, estuvo en la Isla antes de elevar anclas y alzar velas en busca del Nuevo Mundo, así como numerosos conquistadores que llegaban al puerto colombino en busca de provisiones y los cuidados que proporcionaba Beatriz de Bobadilla. Siglos más tarde, la canciller alemana Angela Merkel no dudaría en fijar la Isla como lugar de desconexión, lejos del ajetreo diario de las grandes capitales europeas. Pero ella no ha sido la única que ha puesto su mirada en la Isla. Cada año, son más de 700.000 los turistas que hacen sus maletas en busca de todo aquello que ofrece La Gomera: naturaleza, tranquilidad, paisajes que desafían al vértigo, cultura, gastronomía, y por supuesto, la singularidad y amabilidad de su gente.

Que la Isla sea tendencia o trending topic, como es conocido en el argot de las redes sociales, no es fruto del azar o la casualidad sino del esfuerzo y trabajo constante que ha venido desarrollando la Consejería de Turismo del Cabildo gomero. De ello es conocedora la titular del área en funciones, María Isabel Méndez, que asegura que se ha trazado un exhaustivo plan de acción desde comienzos de la legislatura para situar a La Gomera en el mapa turístico. “Ello pasa no sólo por poner en marcha potentes campañas de promoción y asistir a numerosas ferias de turismo sino por apostar por actuaciones concretas que marcan la diferencia como son los viajes de prensa y otros en los que hemos invitado a influencer populares para que sean nuestros mejores embajadores en sus países”, explica.

Para Méndez, es fundamental la promoción del destino dentro del país emisor, por lo que asegura que “este tipo de acciones junto con otras en las que hemos hecho especial hincapié en mostrar nuestros encantos a las agencias de viaje instaladas en el mercado europeo, tienen un potente efecto de difusión de nuestros valores de una forma más cercana y amable, lo que además contribuye en gran medida a alcanzar la excelencia y calidad turística”.

Recorrer la Isla a vista del relato de un periodista es el objetivo que persiguen estos viajes de prensa o press trip, por lo que Méndez no ha dudado en reforzar esta promoción, que a su juicio, “supone un impagable valor publicitario”. A lo largo de los últimos años, numerosos periodistas han disfrutado y conocido la Isla en toda su esencia, posibilitando la elaboración de un sinfín de reportajes en medios especializados en el sector, tanto en sus ediciones impresas como digitales, además de las publicaciones en redes sociales, y todo ello bajo la visión del propio reportero que ha vivido en primera persona esta experiencia.

De esta forma, los profesionales se convierten en excelentes embajadores de la Isla, que difunden sus bondades por todo el mundo, fascinados por la naturaleza y la tranquilidad propia de La Gomera, por lo que la estancia en casas y hoteles rurales es una de la más demandada por estos reporteros.

Noelia Hernández es la directora de los hoteles rurales Imada, en Alajeró y Casa Lugo, en Agulo, que abrieron sus puertas en 2018 y 2014, respectivamente. Considera que este tipo de acción promocional, en la que se involucra directamente a los periodistas para que vivan la experiencia en primera personas es mucho más efectiva que las campañas genéricas, pues según indica, “no hay intermediarios, son ellos los que recorren la Isla y se llenan de experiencias para contarlo luego al mundo entero”.

Asegura que la mayoría sienten especial interés por las casas rurales y por internarse en la naturaleza, lejos del asfalto, por lo que se decantan por este tipo de alojamiento en el que se ofrece un trato personal y mucho más cercano. “Es la mejor forma de conocer las singularidades, la cultura y la gastronomía de la Isla”, comenta, al tiempo que destaca el buen trabajo que se está haciendo desde la Consejería de Turismo en este sentido.

Para Hernández, se trata de una promoción mucho más auténtica, ya que según indica “nunca se conoce tan bien un producto como probándolo, sintiendo la naturaleza, conociendo el pueblo y degustando los productos caseros, elaborados como lo hacían nuestros abuelos”. Explica que el hotel rural Casa Lugo ha recibido varios grupos de periodistas procedentes de  Holanda, Alemania, Reino Unido, además de españoles, dando como resultado numerosos reportajes y artículos que se han publicado en revistas especializadas del sector que gozan de gran popularidad.

 

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