Europe & Mediterranean
Hot Spanish summer F
igures published last month by Spain’s Institute of Tourism Statistics show that Spain enjoyed its best-ever month of internation-
al arrivals last summer, welcoming 8.3 mil- lion tourists to its shores in August 2013 – up 7.1% on the same period in 2012. But this record growth in foreign arrivals
wasn’t the only positive statistic highlighted within the Institute’s Survey of Tourism Movements Across Borders. According to the report, August 2013 wit-
nessed a correlated increase in accommo- dation bookings across all of Spain – with hotels enjoying a 6.1% uplift in guest stays, compared with the same month the previ- ous year, and the apartment rental market mushrooming by 15.1%. Package uptake also grew by 11.3% – cap-
turing 28.6% of Spain’s foreign visitor base – while tourist expenditure increased 12.2% year-on-year, resulting in a spend of more than €8.2 million across the month. Of this, 23% came from the UK – a figure
that aligns with the nation’s sustained posi- tion as Spain’s biggest international tourism market. In August 2013, the UK accounted for a bumper 24.3% of all international arrivals, up 6.8% on 2012. A review of visitor numbers from January through to the end of August 2013 paints a similar picture, with the UK representing 23.7% of all international arrivals in that period – a year-on-year rise of 4.8%. In terms of specific destinations in Spain,
Catalonia remained in the top spot, wel- coming 2.2 million tourists in August 2013 – up 12.3% on the same month in 2012 – while the Balearics recorded a close second at two million visitors, a 10.6% increase on August the previous year. As Spain’s third biggest tourist destination,
the Canary Islands also enjoyed an uplift in visitors during the summer, in excess of 870,000 in August 2013 – up 6.1% year-on- year. The Canaries is expected to continue its growth spurt to the end of the year, with the Spanish Tourist Office anticipating – as was the case in 2012 – that the archipelago will host 30-35% of all tourist arrivals in November and December 2013. The Ministry appears sanguine that – with
the contribution of August’s record highs – Spain’s 2013 tourist numbers may well exceed those of 2012, when the country greeted 57.7 million international arrivals. “We are delighted to see that Spain is on
course for one of its best ever years in tourism, with significant increases both in
46 06.11.2013 Costa Adeje’s new Baobab Suites resort in Tenerife Lanzarote’s Cesar Manrique House Museum
volume and revenue,” said STO director Enrique Ruiz de Lera. “Contrary to the belief that this growth is fuelled predominantly by political unrest in some of Spain’s competitor destinations, the growth is in fact attributed in part to the reduced prices and unbeatable value for money that Spain now offers due to the economic crisis, and to its convenience in terms of proximity, choice, tourism infrastructure and lifestyle.” There’s much to be optimistic about for
2014, too, if recent and upcoming regional developments are anything to go by.
There are new mountain biking routes in Lanzarote
Catalonia The Catalan Tourist Board (EM1640) and the Barcelona Province Tourist Board joined forces earlier this autumn to develop a media campaign aimed at raising awareness of their new Costa Barcelona brand in the UK market, which unites the Costa del Maresme and Costa del Garraf regions to the north and south of region’s capital under a single marketing banner. This and other regions will be promoted in the Catalan Tourist Board’s online training course, which relaunches this month.
Stargazing in Tenerife is being promoted by the island’s Tourism Corporation
Spain experienced a record summer this year – and is confident of an even stronger performance in 2014. Alex Coxon takes a look at the figures and finds out what’s new in key regions
Looking forward to 2014, the board will focus on lifestyle tourism and family tourism among other niches. The region is also a pioneer in responsible tourism having hosted the International Conference on Responsible Tourism in Barcelona last month. Later in the year, it will continue supporting its ski campaign promoting 11 ski resorts in the Lleida Pyrenees and its golf campaign to mark the first 100 years of the game in Catalonia, promoting its 38 golf courses.
The Balearics The islands have been working hard to increase their cachet with the luxury end of the market, with launches earlier this year, including the Small Luxury Hotels of the World-listed Torralbenc near Alaior, Menorca, and the 181-room Ushuaia Tower in Playa d'en Bossa, Ibiza. New additions for 2014 include the Hard
Rock Hotel Ibiza – also in Playa d’en Bossa – which is scheduled to open in May next year with 480 rooms and 235 suites, a Rock Spa, Body Rock workout facility, Rock Shop and poolside stage for live performances from major international artists.
Canary Islands Tenerife Tourism Corporation (EM1450) has chosen WTM week to unveil its new marketing angle – focusing on volcanoes and stargazing opportunities – and is also promoting a new tourist ticket offer that combines return bus transfers to the Teide National Park with cable car access. Other Tenerife news includes last month’s
opening of the 125-apartment Baobab Suites luxury resort in Costa Adeje, and a decision to convert the four-star Hotel Colon Guanahani in Playa de Fanabe into an adults-only property from this month. Elsewhere in the islands, Gran Canaria
(EM1440) has benefited from a new seasonal British Airways route from Heathrow, which commenced on October 26 and will run through to the end of March. Lanzarote (EM1400), meanwhile, has witnessed several new flight connections – including a twice-weekly Norwegian flight between Gatwick and the island, which commenced in September – and has launched a plethora of products, including the Cesar Manrique House Museum in Haria, additional mountain and road-bike routes, and a free Tasting Lanzarote guide with information on restaurants and local cuisine.
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