Linking the huge pull that the Picasso brand has for tourism promotion for the city and especially in emerging markets. This is the idea of the Málaga Council Tourism Department that will be promoting what is on offer in the city for tourists and culturally in 2014 in the nine countries where the Fundación Picasso-Casa Natal will be organising exhibitions through its funding. The Tourism Department has, as the initial phase, already ordered the 3,500 guides that will be handed out to visitors to these exhibitions.
This will ensure that what we have to offer tourists will be present in Turkey, France, the USA, Peru, Brazil, Poland, China, Azerbaijan and, again, Korea in 2014 following the model that was launched this year during special promotional campaigns launched in Russia, South Korea and China. In fact, in this last country, visitors to the "Absolute Picasso. Picasso from Málaga" exhibition that will be held in Exco (Daegu) until next March have already received a guide with the main tourist and cultural attractions of the city.
This experience will again be repeated in 2014 as from 4 February in Istanbul where the "Picasso. The never-ending search" exhibition that will also be travelling to Ankara and, subsequently, to Esmirna between May and June. The "Picasso. The feminine side" exhibition will also open its doors in Quimper (France) that will be moved to Pau in September. To conclude, "Art and Sand" will be exhibited in Austin (Texas) and Pensacola (Florida) between January and May. The remainder of the exhibitions during the second half of the year still need to define their specific dates.
According to the City Councillor for Culture, Tourism and Sports, Damián Caneda:
The Málaga Council Tourism Department is developing this year various prospect actions in new markets that may be of strategic interest in the medium and long term for the city because of the population density, income per capita levels, growth of the middle and high-middle classes and the economic situation. This basically means positioning Málaga as a destination as an alternative to other cities for the arrival and departure of travellers with the objective of developing circuits through Andalucía or even national ones.
"Málaga's airport is the natural entry point for tourists who want to come to know the fantastic attractions of Andalucía. Málaga has much to gain with this concept to win over tourists from large emerging markets and we are, therefore, working on creating products together with other capital cities of Andalucía or, with regard to cultural tourism, with other municipalities of the province such as Ronda and Antequera," said Caneda.
Leadership in emerging markets
"We must ensure that these products lead in important markets such as South Korea, China, Russia, Turkey and the Gulf States. Both the Málaga-Costa del Sol international airport and the high-speed connections, which network Málaga recently joined, give us two indisputable arguments to be an alternative to other national airports. The sooner we become visible to the international transmitting tour operation network in these markets, the better our positioning as a tourist destination," he stressed.
In fact, Caneda recalls that Málaga has launched special promotional campaigns during the last few months in Istanbul, Moscow, Saint Petersburg, Seoul Incheon, Hangzhou, Shanghai and Kunming. Málaga Council already signed a collaboration agreement with Turkish Airlines that operates flights from the Far Eastern, South East Asian, Near Eastern and Eastern European markets to the capital's airport.
Organised by the Fundación Picasso-Casa Natal (Picasso Birthplace Foundation), the exhibition that is currently open to the public in Korea has 326 works of art, which makes it into the largest exhibition project developed by the Foundation in its 25 year history. Of this large group, 226 works of art are from Picasso in the shape of engravings, ceramics and illustrated books from the collection of his place of birth (Casa Natal) that are accompanies by a around hundred photographs by Juan Gyenes that were printed for the Korea event that give testimony of the private life of the artist from Málaga. This has meant that the works of art are distributed amongst 14 sections with regard to the part of the exhibition that is by the hand of Picasso.
Through 15 sections and more than 200 works of art created by Picasso between 1905 and 1971, a sample is brought together that speaks of the greatness of Picasso as from his initial maturity up to his final years through 14 pivotal themes that encompass the different aesthetic modalities of his overwhelming production through engravings, illustrated books and ceramics that come from the collections of the Fundación Picasso, Museo Casa Natal (Picasso's Birthplace Museum). This is his first public presentation of Picasso in Asia: from the transition between his blue and pink periods to analytical cubism, synthetic cubism, classicism, surrealism and free figuration based on the combination of cubist and surrealist elements. There have been but a few occasions when exhibitions have been opened with an all embracing and global spirit to show an endless and infinite Picasso: an absolute Picasso.