The creation of a new tourist image: the Comarques de Catalunya collection of the Directorate General of Tourism (1981-1984)

Abstract

With the recovery of the Generalitat one of the aspects that the Catalan government administered again was tourism promotion. During the Franco regime tourism promotion had focused on a few themes and territories. When the jurisdiction was transferred to the Generalitat the situation changed. A promotion was created including new attractions, themes and locations. It is in this context that in 1981 the Directorate General of Tourism began to publish the brochures Comarques de Catalunya. New tourism managers worked from scratch to create a promotional tool based on the Catalan regions. This situation creates, for the first time, an instrument for the tourism promotion of some areas. This text analyzes the reasons and processes that led to the creation of this tourism promotion tool.

Keywords: tourism, promotion, Catalonia, Directorate General of Tourism.