SPAIN has launched a new marketing campaign in the Middle East, targeting GCC tourists called ‘I need Spain’.
The campaign has been set up following the start of daily direct Emirates Airline flights to Madrid in August 2010. The Spanish Tourism board has also appointed a representative office in the Middle East, BlueLink.
Speaking to TTN Elisa Marquina, director tourism division BlueLink, said Spain offers a broad range of attractions to tempt Arab travellers of very different motivations including exciting cities combining tradition and modernity, culture, art, gastronomy, shopping, natural life, natural beauty, sports, beaches and the Arab heritage.
In 2009 Spain received more than 52 million tourists, making it the third largest country world-wide in number of visitors. This record is expected to be broken again in 2010. The key markets for the Spanish tourism industry are European countries where Spain is perceived as the perfect holiday destination.
“In contrast, the penetration of Spain as a tourism destination in the Middle East is not that positive,” said Marquina.
“The number of visitors is irrelevant in comparison to the strong position in other markets. So, potential is huge and the Spanish Tourism Board is fully committed to attract consumers from the GCC and to turn the experience into a great one.”
The new daily flights between the Middle East and Spain are expected to increase the region’s importance with Marquina saying: “In this context, the region is a strategic market. The potential is huge and we are in the process of developing it.”
The agenda for 2011 focuses on continue building the brand ‘Spain’ by raising awareness on its values. Driven by this objective, the authority is in the process of implementing a 360-degree strategy with a different approach to tourism industry professionals, potential travellers and media.
The key markets in the region for Spain are Qatar, Kuwait, the UAE and Saudi Arabia and, taking into account the diversity of the country, the Spanish Tourism Board is also focussing on consumer segmentation to better appeal to travellers’ motivations.