Promotion activities around the generation of year- round demand
What does it consist of?
This project aims to promote the Balearic Islands as a quality destination, offering a sustainable tourist product and access to the same to improve the competitive position of the Islands.
Data
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Mallorca, Minorca, Ibiza, Formentera (Alaró, Alcúdia, Algaida)
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Govern de les Illes Balears
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Agència d'Estratègia Turística de les Illes Balears (AETIB)
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1.200.000 €
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1.200.000 €
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1.198.524 €
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2018
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2018 - 2019
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Executed
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Destination Improvement
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Executed: 99.88%
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04.08.2022
The project
The Balearic Islands Tourism Strategy Agency (AETIB) is generally interested in the Island’s tourism strategy, aiming at the development of the sustainability strategy as a way of reducing the impacts of tourism activity and to improve its positioning, as well as the development of the tourism strategy to improve the international positioning of the Balearic Islands.
The framework of meetings, work and exchange of information among different actors is what defines Strategic Tourism Segments, workshops specialising in a tourism product that promotes and facilitates the possibility of meetings between professionals of the sector, in order to take advantage of the synergies generated by public-private cooperation.
The project presented by AETIB aims to schedule and implement promotion activities, within the scope of each of the Strategic Tourism Segments, leading to the generation of an increase in year-round demand that will attract tourists in winter and have the capacity to result in tourist traffic from summer to winter.
These activities devised to generate demand will be developed hand-in-hand with the private sector, linked either directly or indirectly with the tourism product in question, and public agencies whose responsibilities include the promotion of our destination, such as the Island Councils.
The promotional activities carried out within this project to generate demand will be aimed at:
- Traditional Markets, who we wish to inform about new, motivating and quality aspects that generate a need for them to return to a family destination, increasing demand.
- Emerging Markets, working on aspects that will help in making a decision to choose our destination from all the other ones on the market, thanks to being attractive, and directly connecting to their needs and desires.
- New markets, where our islands are still not known well enough, arousing an interest in getting to know them and facilitating access to products.
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