Spain’s tourist board has a new 10-point marketing plan for the UK as it seeks to mature the market.
Enrique Ruiz de Lera, north Europe area co-ordinator for the Spanish National Tourist Office (SNTO), said he will focus on the new trips as the board pushes the ideals of relaxation, discovery, enjoyment, learning and meetings.
To this end it is hoping that trips based around relaxation, gastronomy, nature, activity, cities, art and culture, golf, tours, special interests and MICE will entice a new market.
He said: “All these products are mainly niche (in the UK) but should be mainstream so we have the perfect opportunity for growth.
“The biggest challenge we have is to attract and counsel the consumer. The UK market is a very immature market, it is not very well developed or as sophisticated as it could be.
“There’s enormous potential for growth.”
Ruiz de Lera said while operators are more often driven by market demands as to what they sell, agents can easily work with the tourist board to sell more niche product.
He added: “If you have any ideas, just get in touch with us so that we can help you sell and promote your product to your audience.”
He argued the new markets would not only help the UK trade but also Spanish tourism which he believes is in need of a shake up having become too focused on bucket and spade trips.
Ruiz de Lera said this was particularly true of the UK market, 85% of which either goes to the country’s coastline or islands.
He said: “It is a killer for those who sell holidays, that’s why I think we have an interest in creating a difference in the products that carry a good price.
Ruiz de Lera also spoke of the importance of the UK travel market, which accounts for 1% of Spain’s GDP.
He said while the 60.6 million tourists from the UK spent £59.1 million in Spain last year, between January and July the 36.3 million Brits have spent £34.5 million, a 7% increase on both sides.
