The fifth of the bimonthly reports focuses on the study of the image projected by Alicante as a city or region, both outside Spain and towards the rest of the compatriot regions. The brand or the perceived image of a region is a key differentiating element to attract consumers, tourists or investors, being one of the main attributes on which to base the competitive model of a region. Alicante shows a strong tourist component in its image, but its strengths do not stop there. Its importance as a working environment, a place to live with exceptional living conditions or its efforts to adapt to the new digital era of society and business are also highly valued by the nomads who come to our land. However, despite these efforts, Alicante’s brand is almost exclusively associated with tourism and all these virtues are somewhat faded when it comes to expressing its full reality abroad.
