News 06.11.13 OFF-PEAK TOURISM
Orlando targets young couples
VISIT ORLANDO has launched a consumer campaign in the UK targeting young couples with no children. The six-week campaign is encouraging them to visit Orlando outside the school holidays, and to take advantage of the destination’s luxury hotels, spa, golf and shopping facilities. Visit Orlando president George Aguel
said: “We are the theme park capital of the world, but our offer is evolving, and we can offer so much more now.” “We want younger couples to enjoy our
entire resort destination, for example, our shopping and dining. We know they also like visiting the theme parks. So we propose they come when it’s not heavily inclined towards families so they can enjoy the attractions without grappling with the crowds.” He said Orlando had a year-round appeal:
“The attractions we are known for are open every day of the year so you don’t sacrifice any of the experience when you go off-peak.” While refusing to be drawn on figures,
Aguel revealed a “significant amount” had been invested into the campaign, which is running across TV, print, digital and London cabs, and has been timed to drive interest ahead of the January peak booking season. He said the UK market had been chosen because it was the biggest international market after Canada: “We know Orlando is popular [with the British] so this is the right market to take full advantage.” Every year Orlando attracts 57 million
visitors in total and Visit Orlando estimates that more than 60% of those come without children.
‘Safe destination’ Spain sees 4% rise
Chloe Cann
SPAIN HAS announced an increase in overall tourist numbers and spend, despite a fall of more than 40% in its national tourist board budget. More than 48 million tourists visited the
country this year between January and September, an increase of 4.6% compared with the same period last year. Speaking at WTM, Jose Manuel Soria,
Spain’s tourism minister, said the UK was the number one source market for Spain and UK visitors are, on average, the highest spenders. There was a 4.4% increase of UK tourists
between January and September this year compared with the same period last year, with 11.5 million tourists. Soria predicts this number might reach 13 million by the end of the year. The average spend by UK visitors also
increased by 5.6%, equating to an average of €834 per person. The figures released at today’s
conference also show that British tourists are loyal to the Iberian Peninsula, with 42% visiting the country at least 10 times after their initial visit. “The British market is very important for us,” Soria said.
Gastronomy is a growing trend for Spain He added that Bric countries, such as
Russia and China, were also increasingly important for Spain. The catalyst for growth of the tourism
market in Spain can be partially attributed to a wider increase in tourism globally, Soria said.
EUROPEAN FIRST Hard Rock Ibiza tunes up for launch
HARD ROCK Hotel Ibiza claims to have booked a world-famous rock band to perform at its opening party, with details to be revealed next March. When it opens on June 1, 2014, it will be
the first Hard Rock Hotel in Europe, with 489 rooms. Work has already begun to transform the Fiesta Club Don Toni into the Hard Rock flagship. Juan Jose Calvo Quiroga, vice-president
LADIES IN RED: James Moore, chairman of Affordable Car Hire, and chief executive Angela Day are pictured with their team on the company’s stand to welcome visitors to the Global Village during WTM.
14 06.11.2013
for sales and marketing, Palladium Hotel Group, said: “The Ibiza hotel will open when all the parties start for the summer. We own the land next door to the hotel and every single week we will have a rock or pop band playing in that space, which can accommodate up to 40,000 people.” With this new rock and pop venue
alongside sister property the Ushuaia Beach Hotel, Quiroga said the Palladium Hotel
Group dominated the island’s music scene: “Hard Rock Hotel will have the best rock and pop, and Ushuaia has the best electro pop.” He said this summer’s opening of The Tower at Ushuaia Beach Hotel had been a success, attracting a number of VIPs to it roof-top parties. “The Tower has
run at 75-80% occupancy since opening in May, with guests paying €800 per night.”
Another factor in Spain’s growth in the
tourism sector is its standing as an important destination for European tourists. He added that unrest in other European destinations had only served to help the Spanish tourism market, though the ministry remains cautious. “We know that there’s unrest in different
parts of Europe,” Soria said. “That’s reinforcing the image of Spain as
a safe destination, but the longevity of our sector can’t be based on the instability of other areas.” Soria acknowledged that the Spanish tourism market still depended largely on bucket-and-spade tourism, with 75% of the sector based on beach holidays. However, Soria added that British tourists
in particular were increasingly interested in cultural holidays, which centre on gastronomy and museums, as well as urban and city tourism. “Having connections with legacy airlines
is an excellent way of repositioning markets,” said Enrique Ruiz De Lera, head of the UK tourist office, in response to how to attract a different demographic. “British Airways is excellent for a
different type of customer who is more interested in cultural activities. We’re happy to have this new connectivity.”
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