- An experiential event at the Royal Tapestry Factory reinforces Seville’s position as a destination for authentic, shared experiences.
- The event provided the perfect finale to a busy day of promotion and marketing for the destination in Madrid, the second-largest domestic market in terms of overnight stays in the province of Seville.
More than 300 attendees gathered yesterday evening in Madrid for an event aimed at tourism professionals and the media, organised by the Seville Provincial Council through Prodetur.
The event, attended by Prodetur’s vice-president, Rodrigo Rodríguez Hans, centred on the campaign “Seville. Don’t just look at it, experience it”, the slogan underpinning the promotion of the province as a tourist destination this year.
The gathering was conceived as an experiential presentation of Seville as a destination, with the aim of reinforcing the province’s positioning as a destination for authentic and accessible experiences. The event was also attended by representatives from Seville’s tourism business sector, as well as other social stakeholders and specialist media.
The gala was hosted by the writer, journalist and comedian Julio Muñoz “El Rancio” and the Sevillian actress and singer Nya de la Rubia, and featured performances by the artist herself and the Seville Flamenco Orchestra.
Experience Seville
Speaking at the event, Prodetur’s vice-president, Rodrigo Rodríguez Hans, emphasised that this represents “a key opportunity to convey to the professional sector the image we wish to project of the province: a destination that cannot be fully appreciated from the outside, but must be experienced from within, through its people, its culture and its way of life. The aim is for those who visit us to feel Seville, and to invite them to share it with the people of Seville.”
Authenticity and a sense of connection
The promotional video, the centrepiece of the campaign, was one of the highlights of the event. Through a collective and emotional narrative, the film presents the province of Seville as a lived and shared experience, built around real-life micro-stories featuring local people: men and women working in the sector, guides, local hosts and residents who embody the essence of the destination.
An experiential event that enhances the destination’s narrative
As part of the event’s design, the audience was treated to a scenic video mapping show, conceived as an experiential element to complement and enhance the campaign’s narrative, prolonging its emotional impact and connecting the audience with the destination’s values through a sensory journey that evolved from the anticipation of the trip to a shared celebration.
To round off the experience, attendees were treated to a gastronomic tasting under the ‘Flavours of the Province of Seville’ brand, which helped to complete the picture of the destination through its cuisine, one of the region’s key distinguishing features.
Tourism trade mission to the province’s second-largest domestic market for overnight stays
This gala, held at the Royal Tapestry Factory yesterday evening, provided the perfect finale to a busy day of promotion and marketing for Seville as a destination in the Spanish capital.
This event, organised by Prodetur-Turismo de la Provincia, aimed to facilitate contact between these Seville-based companies and local travel agencies through a business day, followed by an official presentation of the destination.
Rodríguez Hans added that “the Community of Madrid is a priority market, given that people from Madrid are among our main visitors. Specifically, this region is the second-largest domestic market in terms of overnight stays in the province of Seville, accounting for 20.39% in 2025, just behind Andalusia itself. It is therefore a strategic market for our destination”.
In the words of the vice-president of Prodetur, “initiatives such as this allow us to strengthen the presence of the province of Seville in key markets such as Madrid, generating real opportunities for collaboration between businesses and consolidating our position as a competitive and distinctive destination”.