MARKETING PLAN FOR THE GOLDEN SHELTER: INTERNATIONAL POSITIONING STRATEGY FOR VENEZUELAN TOURISM IN EUROPE

Abstract

This Final Degree Project focuses on developing a marketing plan for The Golden Shelter, a luxury eco-tourism agency offering authentic experiences in Venezuela. The project explores the potential of Venezuelan tourism within the European market, adapting its offerings to the preferences of travelers seeking sustainability, exclusivity, and a deep cultural connection. Through a PESTEL analysis, competitive analysis, and the definition of buyer personas, the project establishes positioning and digital marketing strategies. With an emphasis on organic content creation, influencer partnerships, and a differentiated value proposition, The Golden Shelter is positioned as a leader in eco-friendly and cultural tourism, contributing to the revitalization of Venezuela¿s image as an international travel destination.