Staff Reporter
PALMA could shortly be reaping the benefit of a “City Breaks” tourist promotional campaign which councillors and hotel association representatives recently took to cities in the north of the Spanish mainland.

The delegation from Palma City Council and tourist accommodation management associations, presented the advantages of the Balearic capital to audiences in Bilbao, San Sebastian, Santander and Oviedo. Travel agents, journalists, and local authorities attending the launch numbered around 220 people in total.

Francisca Bennassar, Palma's Tourism Councillor, said yesterday that the promotional events held last week in the capitals of Vizcaya, Guipuzcoana, Cantabria, and Asturias, had been successful in terms of marketing the attractions of a short break away in Palma. High profiles had been given to the historic and cultural aspects of the Balearic capital, its shopping and leisure facilities, its boating attractions and its business conference facilities.

Bennassar claimed that the impact of the campaign will “show results very soon”.
The councillor also said that these “City Break” offers will also feature in the coming tourist trade fairs in Berlin and Madrid.
Bennassar pointed out that the campaign in the north of Spain is the fruit of an agreement with the hotel associations whereby each participant has donated 12'000 euros to funding the promotion. “Palma has a great deal of pull” highlighted Bennassar, but she avoided clarifying if the effectiveness of such projects would be subject to specific evaluation.

The president of the Playa de Palma Hotel Association, Jordi Cabrer, emphasised the importance of these initiatives to “bolster” the working relations with travel agents in areas which are a potential tourist client base for travellers to the Balearics.

He supported the idea of continuing the marketing exercise on Palma city in Catalonia and Valencia.
Entitled “Palma 365” and flourishing under the slogan of “Everything close to hand”, the promotion forms part of a wider Balearic government strategy to deseasonalise the tourist industry and encourage visitors all-year-round, not just to Palma but throughout the islands.

The ministry of tourism aims to diversify the attractions of the region by offering “alternative” sporting and cultural holidays.
It is providing funds to enable outlying areas to refurbish and upgrade points of historical and local interest which could contribute towards the deseasonalisation programme.


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