[en] ABSTRACT: The aim of this essay is to analyse the most important marketing strategies related to the tourism that the city of Santander utilises. In the following lines you can see a complete marketing plan which shows all the steps that lead to the city to achieve the results desired. I have obtained a lot of information thanks to the Santander Strategic Plan fixed to the year 2020, which describes the lines that the city wants to follow to continue growing. First of all, I did an exhaustive study about the environment of Santander, general as well as specific or internal, trying to find the Strengths, Weakness, Opportunities and Threats of the city (SWOT analysis). The main conclusion of the previous paragraph is that Santander has a strong seasonal tourism because most of visitors go there looking for relax, sun and beach, due to the beauty of its beaches that are the most demanded attraction of the city, and added to its cultural supply is not as wide as the desired. Once the important points of this analysis are clear, the city must set goals and define marketing strategies to achieve them. The main objectives are to get a seasonally adjusted tourism, diversify the tourism offer in the city, promoting culture as an attraction, and create alliances with other nearby cities to increase the number of visitors. This will implement a mainly differentiated strategy that allows show its competitive advantage, that consist on its awesome landscapes, city comfort and willingness to improve in terms of cultural events, always trying to separate leisure tourism and business tourism. After that, Santander has to perform the action plan, which defines the tools that let differencing the city; there are the product, pricing, distribution and communication plans. Then, when the marketing managers of the city have all the ideas, objectives and actions to improve the touristic situation of Santander in mind, they must execute the strategies in order of importance to get the challenges proposed. Finally, Santander ought to control the development of the strategies periodically, trying to follow the path designed to achieve the final objective of being a reference as touristic city.

[es] RESUMEN: El objetivo marcado con el desarrollo de este trabajo es explicar de una manera sencilla las estrategias de marketing que utilizan las empresas y, en concreto los destinos turísticos. Para ello he decidido hacer un análisis exhaustivo del plan de marketing en el que se apoya la ciudad de Santander para alcanzar el éxito, así como aportar algunas ideas personales que utilizaría para lograrlo. He escogido el tema del marketing y el turismo porque me parecen dos factores clave en el desarrollo económico del país, ya que unidos pueden fomentar el consumo, siendo esta una de las vías que hay que utilizar para superar la actual crisis, teniendo en cuenta que, según el informe anual de Exceltur, en 2011 el PIB del turismo en España creció por encima del resto de la economía en nuestro país, además de ser el quinto sector que más contribuye con un porcentaje del 10,20%. Me decanté por Santander como ciudad de referencia para el trabajo por múltiples razones, destacando la afinidad con la misma, el conocimiento de su entorno y los importantes cambios por los que está pasando la ciudad. He obtenido mucha información gracias al nuevo Plan Estratégico de Santander 2010-2020, en el cual se pueden apreciar todas las modificaciones a las que se verá sometida la ciudad en los próximos años, además de conocer muchos aspectos clave que se han tenido en cuenta para el desarrollo de este proyecto.