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Tourist activity in Seville right now constitutes one of the fundamental pillars of the economic, social and cultural progress of the city. Seville’s importance lies not only in its plentiful monumental and artistic heritage, but also in the rest of the characteristics of the city that come together to form the tourist product (infrastructure, accommodation, catering, shops, recreational areas...). Its diversified offerings in other areas such as business, shopping, gastronomy and golf, in addition to its excellent position in the world tourist system as well as its image as a tourist destination and its international projection, have turned Seville, the Andalusian capital, into one of the biggest tourist metropolis in the south of Europe. This paper attempts to provide a better understanding of the phenomenon and the complexity of urban tourism using a successful case as an example. To that effect, using a methodology based on the compilation, filtration and proper organization of information, it presents an analysis of the actions different administrations have taken to better the positioning of Seville in the global tourism industry. The analysis focuses on two aspects of the rise of Seville as a successful tourist attraction: the first, the different strategies employed to refine the tourist product, promotion, commercialization, planning, marketing, quality and sustainability; and second, the strengthening of the transport infrastructure that added dynamism to this Spanish city. Through this analysis, the paper complements existing literature on the topic by adding to our knowledge of the tourist industry.

Actuation and promotion mechanisms of urban tourism: The case of Seville (Spain)