The City Council of Sevilla presents Sevilla Excellence, a public-private product club that brings together five-star hotels, agencies, gastronomy, culture, and commerce under a single brand to attract high-end travellers.
The City Council of Sevilla, through the Tourism and Culture Department, has introduced Sevilla Excellence – The City’s Finest Collection, the new premium tourism product club of the city. This public-private initiative groups and promotes the local excellence offer under a common identity, including five-star hotels, agencies, gastronomy, culture, and commerce, among other sectors.
The delegate for Tourism and Culture, Angie Moreno, explained that the city already had a wide offer in this segment, but it was scattered. In her speech, she stated:
“Sevilla already has a broad offer linked to premium tourism, but until now it was dispersed. Sevilla Excellence is born to structure that offer under a common brand.”
The project includes selection and operational criteria to ensure that the proposal meets the expectations of high-end travellers. Its objectives include positioning Sevilla in major international specialised networks, creating and marketing exclusive experiences, increasing the average stay and spending at the destination, and promoting de-seasonalisation.
During the presentation, Fabián González, director of the Luxury segment at Andersen Consulting, provided data on this tourist profile: they record an average daily spend of over 1,500 euros and seek authenticity, culture, and distinctive experiences.
Moreno emphasised that the brand is not an end in itself, but a tool to generate greater spending at the destination, qualified employment, and opportunities for Sevilla-based companies. In this regard, she advocated a model of “quality over quantity and value over volume.”
“Sevilla Excellence is not just a new brand, but a new way to present and market everything that makes our city extraordinary.”
The delegate concluded her speech with a thought on the position of the capital in the international market: “Sevilla does not need to invent anything to compete in the world. Because its greatest luxury is already here; it is Sevilla.”
The product club starts with the adhesion of establishments and operators that meet the established requirements. For visitors, the brand will serve as a recognisable quality seal; for the local sector, it will be a way to attract tourists who spend more and travel outside of peak season.
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