The Catalan Tourist Board aims to increase the arrivals of tourists to Catalonia and generate brand awareness as a leading tourist destination. The main strands of its work are to give support to the travel trade and media sectors, to assist the Catalan tourism industry and to conduct market research. Catalonia is a Mediterranean destination in north-eastern of the Iberian Peninsula with a millenary history, its own culture and language, plus a wealthy historical and natural heritage with a population of over 7.5 million. Covering 32, 107km, the region is divided into nine tourism brands: Barcelona, Costa Barcelona, Barcelona Landscapes, Costa Brava, Costa Daurada, Terres de Lleida, Terres de L'Ebre, Pyrenees and Val d'Aran.