News
The people’s paper ISSUE NO. 1840
8 - 14 October 2020
MALLORCA • WWW.EUROWEEKLYNEWS.COM
FREE • GRATIS
THE Mallorca tourism promotion marketing plan round two gets underway with a half million euro budget to help strengthen the island’s position as a holiday destination. The island council’s Mallorca Tourism Foundation has published the second call for proposals to promote public-private actions aimed at strengthening tourism among the main markets. Top of the list are the German-speaking countries, the UK and Ireland, but also the national, French, Italian, Russian, Ukrainian and Swiss markets. The island administration identifies the Benelux nations (Belgium, the Netherlands and Luxembourg), the Nordic countries, and
Credit: Facebook @TurismeIllesBalear
TOURISM BOOST
OJBECTIVE: The aim is to strengthen the promotion of the Mallorca brand through a public-private partnership. other markets with direct connectivity as important targets too. The objective is to strengthen the promotion of the Mallorca brand through a publicprivate partnership, which will join forces and achieve a greater impact of advertising campaigns and increase pro-
motion channels. The Consell pointed out that given the action must be a shared effort on the part of the foundation and private companies, it will involve advertising investments of up to €1 million. The maximum eligible amount per company is €120,000.
These actions should stimulate the attraction
of tourist flows consistent with the emitting markets
and product segments considered strategic, as well as boosting the medium and low season, the island council stressed. The specific tourist segments the island administration wants the advertising campaign to focus on are family tourism, sport, MICE (meetings, incentives, congresses and events), nature, luxury, assets, culture and heritage and gastronomy, making it clear the marketing should definitely not be linked only to sun and sand.