Attracting Millenial Tourists to Cartagena de Indias and Aveiro


Marketing and Trade / Business


This project aimed students to propose effective strategies for attracting millennial tourists to two destinations: Aveiro and Cartagena de Índias. Both Tourism Offices (Corpoturismo de Cartagena and Turismo de Aveiro) intend to increase the number of tourists using an effective e-marketing strategy. These two destinations have some interesting similarities, but are mostly disregarded as tourism destinations by their counterparts. In fact, Colombian tourists frequently visit Spain, rarely visiting Portugal. Likewise, Portuguese tourists are frequent in Brazil, and rare in the neighbor country Colombia. One question that both tourism offices want to explore is whether this cultural proximity to a neighbor country ought to be a competitive advantage or disadvantage. Thus, they decided to study the preferences and consumer behavior of Portuguese and Colombian tourists, focusing on the millennial generation.


Learning activities: The project comprises: -Marketing research – conducted by the Universidad Tecnologica de Bolívar (UTB) students - e-marketing plan – created by the University of Aveiro (UA) students UTB students’ marketing research will support the strategy proposals that UA students will develop. UA students will help UTB students with data collection in Portugal (e.g., by promoting the online survey among their networks). In order to explore the international nature of the project, the focus will be on the cooperation of teams during the whole process, the exchange of skills and experiences, and also the analysis of the similarities and differences between the two destinations, and the two groups of tourists.


Results: At the end of the project, a e-marketing plan was presented based on the market and marketing research conducted by both groups.


Number of students of the course: - Universidad Tecnológica de Bolívar & - Universidade de Aveiro


Language of collaboration:English


Duration:September – October 2016


Belem Barbosa
Universidade de Aveiro

Carolina Barrios Laborda
Universidad Tecnológica de Bolívar