News desk
EDUARDO Gamero, Balearic director general of tourist promotion, and Josep Aloy, the director general of planning and strategy, said yesterday that there should be a change in the marketing of tourism, as currently 40 percent of bookings are made directly and via Internet.

Aloy said that marketing should not be seen simply from the perspective of the classical tour operators and the administration should “open a framework for new sales channels.” He also commented on the possibility of concentrating the offer through “a platform of new technologies, which will give the client the opportunity of drawing up his own holidays.” Aloy said that negotiations were underway with two low cost companies and various sectors of the complementary offer, such as sports, to join the platform.

He went on to explain that the IBIT Foundation is setting up a project which will include all the sectors of tourism, based on a selection by clients motivated on an emotional impulse.

As to the conversion of some hotels, that is up to the Territorial Plan to determine which areas are susceptible to change, while the tourism ministry will keep watch so that the general law on tourism in the Balearics is observed.

Gamero, for his part, said that the offer should adapt to reality “as much as possible” so that there are no cases of overbooking.
He also said that people who visit the Balearics know the islands perfectly and more and more of them are organising their holidays themselves, without the need of an intermediary.

Gamero and Aloy were speaking after a meeting with the director general of tourism of Catalonia, Isabel Galobardes, in which they discussed the possibility of joint promotional campaigns.

They also discussed the possibility of creating a Mediterranean promotional area, open to other regions.

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