Overcoming seasonality in coastal tourism: a comparative marketing strategy analysis of Rimini (Italy) and Costa Dorada (Spain) to enhance off-season attractiveness

Tourism seasonality remains a critical challenge for Mediterranean coastal destinations, limiting economic stability, overloading infrastructure during peak months, and creating social and environmental imbalances. This thesis examines seasonality in Rimini (Italy) and Salou, within the Costa Dorada region (Spain), through a comparative analysis of marketing strategies aimed at strengthening off-season demand. The research combines a literature review, a stakeholder survey, and analysis of monthly arrivals and overnight stays. Findings reveal sharp contrasts: Rimini attracts visitors year-round, with 21% of annual demand occurring in the low season (November - February) and 47% in the shoulder seasons, while Salou records no arrivals in winter and concentrates nearly half of its annual demand in the summer peak. Survey results indicate that local tourism professionals in both destinations view event-based tourism, niche product development, and digital engagement as the most effective deseasonalisation tools. Rimini’s relatively balanced tourism calendar is supported by diversified products (wellness, culture, MICE (meetings, incentives, conferences, and exhibitions)), strong public–private coordination, and active use of digital CRM (customer relationship management) systems. Salou, despite similar climatic advantages, remains constrained by a summer-centered brand image, limited off-season programming, and underuse of data-driven marketing. The study concludes that mitigating seasonality requires a multi-dimensional strategy, integrating product diversification, coordinated off-season events, and CRM-based loyalty systems. While structural differences mean Salou cannot replicate Rimini’s model in full, targeted niche development and regional cooperation could help build a more resilient year-round tourism economy.