Tui-Thomson to participate in publicity campaign in the U.K.

More tourist promotions for Menorca planned next year

FITUR. Balearic Islands´ stand at the Madrid Tourist Fair

IBATUR to double the budget next year for advertising the islands individually although two-thirds of the total available will be spent on joint campaigns

C.M.W..Maó

The drop in numbers of foreign tourists visiting the island this year appears to have prompted various ideas for promoting the island abroad in 2006 and, hopefully, attracting more visitors.

IBATUR, the Balearic Tourist Board, is to double the amount of money available for promoting each of the Balearic Islands individually, although two-thirds of the budget will be spent on advertising the Islands collectively.

Mallorca will receive 60% of the proportion set aside for individual promotions, Menorca 17% and Ibiza/Formentera 23%.

Apart from the usual "sun and beach" style promotions, the Balearic Government will concentrate its efforts on encouraging out-of-season tourism, such as golfing holidays, congresses and cultural tourism.

IBATUR plans to promote the Islands in the most important tourist trade fairs and in a further 20 specialised fairs. The institute plans more than 20 presentations in 12 countries, advertising golfing holidays and winter activities in the Balearic Islands, as well as arranging conferences on specialised activities such as equestrianism in Menorca, business tourism in Ibiza and Formentera, and multi-activities and inland tourism in Mallorca.

The tourist board will also sponsor around 100 sporting and cultural events in 2006 during the low and mid seasons as well as promoting its own tourist ideas such as guided cultural tours and tourist cycling routes.

A publicity campaign will be developed in conjunction with Turespaña (the Spanish Tourist Board) to promote the islands in the media in the U.K., Germany and France during October, November and December, as well as joint campaigns with tour companies to encourage out-of-season tourism amongst residents in Poland, Russia and the U.K.

In addition to the various promotions planned by official bodies, the TUI-Thomson group has expressed its interest in collaborating with Menorcan tourist agencies to advertise the island to the British public and talks have been held between the two parties to plan a campaign. The future foundation for tourist promotion, to be constituted on 19th August, will be the body which decides on the support for such a collaboration.

Meetings held between the tour operator and representatives of the tourist sector have contemplated campaigns based on problems detected in the commercialisation of Menorca in the U.K. and the general lack of knowledge of the island amongst the British public.

Turespaña has recently attempted to involve tour operators in promotions in the hope of making the campaigns more effective.

Hotels only 80% full in July

According to provisional statistics provided by ASHOME (the Menorcan Hoteliers´ Association) the island´s hotels were full to 80.4% of their capacity last month (compared to 94.3% in July 2003).

However, some areas of the sector have been affected more than others. The large hotels of three or four stars, offering board and lodging and working with more than one tour operator from different countries, have registered an occupancy rate of around 90% and, in some cases, have been fully booked. However, holiday apartments, where meals are not included in the package, have fared worse, registering between 60 and 65% of their capacity.

For the first time this season the number of Spanish holidaying on the island has exceeded the number of British visitors. During July 45.1% of holiday-makers were Spanish, 33.7% British, 9.3% German and 6.1% Italian.

ASHOME´s prediction for this month is that hotels will be 87.82% full.