It is part of a wider plan to improve the regions image

The Andalucian Tourist Board is set to launch a major campaign to enhance the regions image in Russia and China
There are plans to use specific campaigns to target each of the countries as well as five different plans to enhance diversity including a plan to promote sustainable tourism,another to develop and improve quality of service and a campaign to promote inland tourism and to attract more off-peak trade.
 
 
Andalucian Tourist Board Website http://www.andalucia.org/en/