The Balearic Ministry for Tourism is to put in to operation an eight-point plan to improve the quality and competitiveness of the tourist industry and decentralise it. The campaign is to be directed at the small business sector in the Balearics, but as yet, the Ministry for Tourism does not know what the eight steps of the plan will be. The company Arthur Andersen has been contracted to come up with the 70 million peseta eight-point plan. Arthur Andersen's Elsa Marti said yesterday that the plan will take in to account the different markets each of the Balearics' three main islands offer and will target sectors such as golf, agro-tourism, the luxury end of the market and the convention market. The Ministry for Tourism hopes to see the eight-point plan in operation within the next four months and the Balearic Minister for Tourism, Celesti Alomar said the campaign needs to “visually, emotionally and culturally reflect a clear image of what we offer.” Alomar hopes that the campaign will reach and attract a new market which is “a more sophisticated big spending client who is less concerned about the summer season and the traditional sun and beach market.”


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