Spain tries to boost interest for Balearic Islands

Competition on the tourism market is so fierce that some destinations are investing extra Euros. One of them is Spain.

Fortifications on Majorca, Balearic Islands

The Spanish have seen the writing on the wall and decided to take up the competition with rival destinations. 

Targeting UK, Germany and Spain
They are investing 2.7 million Euros in promoting the Balearic Islands Mallorca, Menorca and Ibiza.  The UK, Germany and the rest of Spain are being targeted specifically, as these three countries represent more than 83% of tourists visiting the island.  In the UK a campaign under the slogan “Dreaming of you” is advertised in the underground and main train stations.  Besides billboard ads a stand dedicated to the promotion of the islands will be set up at Victoria Station.  Four hostesses will offer information, almond tasting, merchandise, and an interactive game.  In Frankfurt, Hamburg, Cologne, Düsseldorf and Berlin 794 billboards and 613 posters will great train commuters trying to lure them to the Balearic Islands.  Twenty and thirty-second TV-advertisements will target the Spaniards.

Keen competition
The Mediterranean beaches have always been a favourite ever since the elite went to the Riviera every summer.  Today there are many more tourists and the competition is fierce.  Anyone that attended the International Tourism Fair in Berlin is well aware of this with 10,000 exhibitors trying to catch some 150,000 visitors’ attention.  Spain certainly has some serious rivals in Greece, France, Turkey and Egypt, as well as the up-and-coming contenders Croatia and Montenegro, some of them known to drop prices.

More than sea, sun and sand
Sea, sun, sand tourism is on the decline; visitors still want the good weather, sandy beaches and blue water, but aren’t content to merely be part of mass coastal tourism.  They seek adventures, exploration of historical places and want to meet new people.  This may require more than almonds, interactive games and dark-eyed Spanish hostesses in London. Fortunately for Spain they have much more than sun and beach vacations to offer. 

Caves, pirates and forts
In the competition to attract tourists who are seeking more specialized vacations, the Spanish Tourism board is trying to diversify their ‘products’ and market the islands in other ways than glossy pictures of beaches with palm trees and young beauties.  Knowledge about destinations is an important factor when potential visitors are making their decisions, and in many respects these islands have much to offer.  Phoenicians, Greeks, Romans, Carthaginians, Byzanthinians, Moors, French, British and more have all left their mark on The Balearic Islands making them interesting places to visit with lots of historic buildings, monuments, museums and caves.  Stories involve frequent pirate attacks resulting in large fortifications that can be seen all the islands.

After cultural visits and sports activities, tourists are sure to enjoy the sea, sun, and beaches – as well as the local cuisines of spicy red sausages, roasted lamb, ray-fish with almonds and stuffed eggplants together with local Mallorca wine and Ibiza’s herb-flavoured liquor.