PALMA is still trying to hit the long weekend market, hoping to attract Britons away from Paris, Dublin, Amsterdam, Milan and Prague but Majorca's “expensive destination” tag is working against the capital. Britons are taking an increasing number of short breaks abroad because it is often cheaper than staying at home, according to new research.
A study by Teletext Holidays showed that a typical two-night break overseas cost £156 per person, cheaper than the £162 people spent on a weekend at home, taking into account food, drink, entertainment and travel. Londoners found it even cheaper to go away because of the cost of eating, drinking and entertainment in the capital.
Marc Bell, director of marketing at Teletext Holidays said: “The number of bargain deals available has made weekend breaks far more accessible and many Britons are now taking advantage of this and enjoy more short breaks.” Previous research by Teletext Holidays showed that people were taking more holidays every year, with one in 10 going away at least three times a year. “The days of saving up for one annual holiday are well and truly over. People are becoming increasingly aware that going away for a weekend is just as cheap as staying at home,” added Mr Bell. Only earlier this week in Palma the chairman of the International Federation of Tour Operators (IFTO) Martin Brackenbury explained to the Bulletin that one of the Balearics', and to a lesser extant Spain's, biggest problems is that it is earning a reputation for being an expensive destination, the results of which is that many holidaymakers, especially families, are heading to non-euro zone destinations such as Turkey where they are enjoying better value for money. “Maximum quality at minimum prices,” is the advice Brackenbury gave Balearic tourism industry chiefs during his visit. But long weekends in Palma are a non starter as all the shops and the vast majority of bars and restaurants are going to close on Sundays.

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