Balearics Push For More UK Tourists
The Balearic Islands are keen to push the fact that they are top venues for sports and events tourism.
The involvement of tennis superstar, Rafael Nadal is expected to boost the promotion of the Balearics as an alternative venue for sport, rather than just a nice spot for beach holidays and sunbathing.
The four islands of Majorca, Menorca, Ibiza and Formentera have been hit by the recession, with a 12 per cent decrease in British holidaymakers visiting the Balearics in the last 12 months. The weaker demand is mainly due to the declining value of the pound against the euro.
Managing director Susanna Sciacovelli said that the Balearics have found it tough this year, competing with other countries with all inclusive deals and better exchange rates.
However, in order to redress the balance, she announced that the islands are increasing their advertising budget to entice UK travellers to take a holiday in the Balearics. A full 30 per cent of the budget will be allocated to UK marketing, up from 25 per cent in order to attract crucial British punters.
“It is very important to spread travel across the seasons and want to be top of mind for golf and meetings so we can increase the number of tourists across the year,” she said.
She also pointed out that the islands have a lot to offer the UK holidaymaker, in terms of the quality of the accommodation and the infrastructure of the Balearics.
In addition, there are plenty of cheap flights from UK airports to enable extensive and fast travel from virtually anywhere in the UK. This combined with the new push towards sporting and other events is hoped to increase the islands’ profile.
Travel Industry news posted by Marilyn on 27 November 2009
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