New tourism strategy needed

THE leading Spanish tourism companies who form part of the Exceltur lobby, which includes several Majorcan groups, announced a new joint promotional campaign to “raise tourism to a national priority.” The companies include Iberia, Amadeus, Sol Melia, Trasmediterranea, El Corte Ingles and Hesperia.
A spokesman for the group said that the campaign was a “landmark” in the Spanish tourist sector, as it was the first time that a group of firms which compete openly with one another are jointly promoting such an initiative. The campaign will start on July 1 and continue throughout the summer.
The spokesman said it stemmed from the need for “a more global, long term, strategic vision of tourism, in order to convert Spain into the top tourist destination in the world.” He added that tourists today seek new experiences, hence the need for a more global long term strategy.
Tourism accounts for 11 per cent of Spain's Gross Domestic Product.