Over 1,700 people attend Columbus Day celebrations at the Spanish Embassy in Rome

Over 1,700 people came together at the reception thrown by the Spanish Ambassador in Rome, Luis Calvo, to celebrate Columbus Day. The Costa del Sol was the guest region at the reception, so the best of our land was offered to the leading personalities who attended the event.

They included the President of the Italian Senate and representatives of the Council of Ministers, the Presidency, the Chamber of Deputies, the Vatican, and the Rome Town Hall, ambassadors from different countries, representatives of Spanish institutions in Italy (such as the Cervantes Institute), Spanish entrepreneurs with an eye on the Italian market, travel professionals, and journalists.

After the havoc wreaked by a tornado that wrecked the gazebos and stands set up in the Embassy (including those of the Tourist Board), the celebrations and promotional campaign took place in several halls at the Ambassador’s residence.

At the ceremony, our President, Salvador Pendón, gave the Spanish Ambassador in Rome a ceramic replica of the Picasso dove, whereas his wife received a silver bunch of flowers and an embroidered silk shawl.

In addition, we gave all attendees –which included the second representative of the Spanish Government in Málaga, Hilario López Luna– a fan and a little bottle of olive oil, as well as promotional material of the Costa del Sol. Such a gesture is not common in this kind of events. The gifts were distributed by two hostesses wearing typical Andalusian costumes at the Málaga stand, showing images of Picasso and the Costa del Sol.

Since the tornado had destroyed the sound system, La Lupi and her flamenco group performed in one of the halls. Then, all guests sampled Iberian ham and Andalusian wine, as well as other foods from different Spanish provinces.

Mr Calvo stressed the importance of Columbus Day to Spain and all Spanish-speaking countries and thanked all attendees for being there. He also thanked all provinces and autonomous communities, specially Málaga and the Costa del Sol, for their efforts in organising the celebrations in Italy.

This campaign in Italy is part of the Tourist Board’s action in new destinations, aimed at reaching new markets and melting borders with close countries in an attempt to capitalise on the fact that travellers are increasingly focusing on shorter trips –and, therefore, trips to less distant destinations.