BY JASON MOORE

I was amazed to read the other day that Balearic President, Francesc Antich, has made saving the tourist industry the number one priority for this year. I would have thought that tourism, being the engine of the local econony on which thousands of jobs depend, would be the number 1 priority every year! However, Antich is right; 2010 is going to be a make or break year for tourism in the Balearics. But it is action which is needed not words. The amount of money being earmarked for tourism promotion should be doubled and British and German television should be plastered with advertisements for the Balearics. The Balearic government should also be working closer with the tour firms and travel agents and planning joint promotion activities. I feel that the local tourist industry has become rather outdated and needs to move with the times. Let's face it there are far too many bars and restaurants in resorts offering the same thing; hotels need to be modernised and the local population needs to believe once again that without tourism these islands would founder. So, there is much to do and very little time. However, at least the local authorities are saying the right things. It will be interesting to see if they put their words into action.

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