COMPETITION from other Mediterranean “sun, sea and sand” resorts, the high cost of food and drink, and limited air connections are the main issues threatening the Balearic holiday industry, said the Majorcan Chamber of Commerce yesterday.

President of the Chamber; Joan Gual, added that the Islands only compensate by the fact that the region is a seasoned campaigner in the tourist industry. They are located geographically close to key client markets and are able to offer a variety of quality accommodation in most categories, he claimed.

Gual was unveiling the results of research carried out by the Chamber over a period of two years. He presented the report yesterday alongside the new regional Minister for Tourism, Miquel Ferrer, who said that the message which now needed to be conveyed to the industry was that the Balearics were a “multi-product” holiday destination and needed to be marketed as such.

Expert researcher Catalina Barcelo said that it was technically confirmed that the Islands had 30 tourist products to offer visitors but that more needed to be done to promote them in the short term. Such efforts could provide a cutting edge to success in the battle for customers being waged with other Mediterranean destinations, Barcelo said. She stopped short at addressing the issue of profitability, the sticking point currently most concerning the tourism industry in the Balearics.

Barcelo said that “sun, sea and sand” tourism, sailing, cruising, golf, cycling and diving were the mainstays of tourism in the Balearics and were recognised by key client countries as being quality products.


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