The Balearic Government and the Spanish tourist board, Turespaña, will next year launch a joint eight million euro Balearic promotional campaign overseas. The secretary general for Tourism, Juan José Güemes travelled to Palma yesterday to sign the deal with Balearic Tourism Minister Celestí Alomar, and the president of the Majorca, Ibiza and Formentera Chamber of Commerce, Miquel Lladó. As part of the campaign, the cost of which is being met by the three participating bodies, each of the Balearics' four islands will be separately advertised. Güemes said that central government has decided to make “a special effort” to promote the Balearics because of the significant fall in tourism this year. Despite past differences between Palma and Madrid over tourism policies and figures, this campaign signifies a united front in the battle to restore the Balearics as a number one tourist destination in both the national and international markets. Three million euros is to be spent on the German campaign, two on the UK campaign and one million euros on a Scandinavian advertising drive. The rest will be used for promotional campaigns in Austria, Switzerland, Belgium, Netherlands, Italy and France. The European campaign will start on January 13 and continue throughout the year as part of Turespaña's annual Spanish advertising campaign which next year, because of the poor performance, will be giving the Balearics specialist attention. Alomar said that the deal strengthens the already close relationship between the Balearic government and Turespaña, a relationship, he said, the Majorcan Tourist Board should “use an an example.”

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