Majorca tourism

Council of Mallorca 900,000 euro tourism co-marketing campaign

The cost will be split 50:50

Cycling tourism is one aspect of the promotion. | Archive

Majorca Daily Bulletin reporterPalma19/04/2021 12:24

As in 2020, the Council of Mallorca's tourism foundation has launched a co-marketing promotional campaign for which the budget will be 900,000 euros. This will be split 50:50 with the private sector.

Targeting European markets, the campaign will focus primarily on family, cultural, sports, gastronomy and nature tourism. The Council will be formalising agreements with tour operators and travel agencies, which may use their own channels as well as external ones for promotional purposes.

As well as the main UK, German and Spanish markets, the campaign will be directed at the French and Scandinavian markets and at emerging eastern European countries.

For promotion to the national market, the Council's budget will be 67,500 euros. For the German, Austrian and Swiss markets, the Council's spend will be 90,000 euros. City breaks, golf and cycling will be among the tourist products. For the UK and Ireland, the budget is also 90,000 euros.

Belgium, the Netherlands and France will have an allocation of 67,500 euros, as will Denmark, Sweden and Norway. For these latter markets, there will be a particular emphasis on tourism by senior citizens. There will be the same amount - 67,500 euros - for Poland, Russia and Ukraine.

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Lisa | over 3 years ago

Really, spend the money of buying vaccines- make the islands safe. That’s the only message potential tourists want to hear. The UK have already spelled this out clearly - if you want to be a ‘green traffic light’ destination, then you need at least 50 per cent of the local population vaccinated. It really doesn’t take a focus group to tell you that - simples!!!

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Jonathan | over 3 years ago

As a director of a global ad agency I can safety say that a Pan-European publicity campaign on €900,000 is a non starter like something in the wind. To reach a pan-European audience they may create a small ripple in social media, but that not the market that the Balearic Islands should target consisting in the main or younger more down market individuals. The islands need to target the older more upmarket visitor who will use Paradors or upscale private rented accommodation. This type of audience spends big on car hire and restaurants and will most likely visit all year round including the winter months. Many years ago the Seychelles tried this tack and never looked back. Will the government have the courage to be this radical and go for quality of visitor not quantity?