Regarding Andrew Ede’s ‘The Blog’ 20 January. As a Professor Emeritus in Tourism Marketing with a home in Cala d’Or this past nine years I can relate very well to Andrew’s argument that ‘…there needs to be a co-ordinated plan that appreciates the characteristics of resorts…’ .
It was interesting to read that a meeting was held, ‘to consider ways to improve… (Cala d’Or’s)… positioning’. Positioning in this context refers to Brand Positioning but there is much to be taken into account before Brand Positioning can be considered fully.
Cala d’Or (and indeed all resorts), needs to reflect upon its historical identity and how it wants to belong to this identity today and to strategically build upon this identity for the future. It is really only in this context that Cala d’Or can sensibly be ‘positioned’.
Cala d’Or has a rich history beyond Pep Costa and the unique architecture, through the Bourbon landings at Cala Llonga (Majorca Days Out) and the Santueri Castle resting on the bluff behind the resort to the existence of talayot settlements nearby. This and the relatively unspoilt environment and culture of the Santanyi area and Llevant in general could be utilised to create a range of USP (Unique Selling Points) to borrow from another element of Branding and positioning. The good and the great policy and decision makers of Cala d’Or, Santanyi and other resorts would do well to deliberate on these wider aspects of branding in seeking ‘positioning’ for the future. The Ajuntament of Santanyi might consider establishing a ‘Regeneration Partnership’ such as those that exist in many towns in the UK, incorporating a mixture of private and public sector citizens working together for the greater good.
Perhaps the University might see an opportunity to establish a Centre of Best Practice in Tourism Regeneration and Development. Such a centre would have the potential to generate multiple projects for all to benefit.
I was very happy to be back in Mallorca. On Sunday I visited as usual the weekly market
in Alcudia and was alarmed that not only the supermarket Eroski was closed but the whole
town. Every shop in the centre seemed to boarded up for the winter, just a newsagent and
a couple of cafes were open. When will Mallorca realise that we don't all want to sprawl
on beaches, but enjoy the countryside and all the beautiful things your landscape has to offer.
It would be nice if a few shops and restaurants took note.