By Humphrey Carter

THE Balearic stand at Spain's biggest tourism trade fair, Fitur, later this month is going to present a whole new image of the region.
Fitur opens in Madrid on Wednesday and runs until Sunday evening and the new design of the multimedia stand was unveiled at the Ministry for Tourism in Palma yesterday by the new Minister for Tourism, Miguel Ferrer, and the head of the Ibatur tourism promotional department Susanna Sciacovelli.


Not only will Fitur provide the Spanish travel industry its first opportunity to see the new global television advertising campaign which is being fronted by world number two tennis player Rafael Nadal, but leading Spanish perfume maker Dario Sirerol, will also be unveiling five new scents capturing the aromas of each of the islands and one for the Balearics in general.

This is going to be a crunch year for the Balearic tourism industry. Spain continues to be the most sought after destination in the UK, for example, but Majorca is now lagging as the eighth most popular single destination in Spain.

In the past, it has dominated the top spot but Majorca is one of the Western sunshine resorts which is losing out to emerging locations in Turkey.
Miguel Ferrer explained that the stand is going to provide more of an experience to visitors while there is going to be more room and facilities for business meetings as well as musical performances and food tastings, for example. “It's been especially designed to immediately grab the attention of visitors to the fair,” he under lined.