Spanish Holidays Go International

The Spanish tourist offices have recently started to put more effort into targetting potential visitors from emerging markets, in particular India and China. Often the term ‘emerging market' is associated with other terms like manufacturing, balance of trade, production, imports and exports. Now we can add tourism as a term associated with emerging markets.

Not that tourism boards have neglected reaching out to potential new clients in the past. From Europe to the United States to South America and Asia, tourist industries were and are keen to attract bigger markets.

But for the first time, Spain has established a Spanish tourism office in Mumbai, India. The goal is to establish Spain as a tourist destination among Indian holidaymakers - and Spanish islands like Ibiza and Menorca could benefit this year as first time holidaymakers arrive.

The opening of the Mumbai office follows on the heels of the merger between British Airways and Iberia Airlines. Part of the strategic plan is to establish Barajas Airport in Madrid as an international hub facility. This will enable more direct flights to Barajas from Europe. More importantly for the immediate future, direct flights can be slotted in from India as well. It doesn't take a great leap of imagination to conclude that the same strategy will be employed in regard to China down the road.

Spain has had to face setbacks in recent years. Like the rest of the world, the 9/11 attacks on New York City sent all travel into a tailspin. Not only did leisure travel suffer, but business travel did as well. As things gradually returned to some semblance of normality, Spain took another hit. Spain's subway system was the target by terrorists on two occasions. Once again the effect was a slow down of tourist traffic.

But the Spanish government and its people are nothing if not resilient. With so much to offer in terms of culture, art, relaxation, natural beauty, shopping and cuisine, the tourist board is determined to make the entire country a holiday destination unique from the rest of Europe. And why not? With hundreds of regional and national parks, tremendous mountain ranges, hundreds of miles of inviting beachfront, stunning architecture and a seemingly unending array of sports and cultural offerings, one would be hard pressed not to find an idyllic way to spend holidays.

Attracting an upscale clientele should be an easy sell for the Mumbai office. Menorca's sister islands of Majorca and Ibiza have already become favourite stops for both the lesser known wealthy tourists and celebrities from all over the world. From fashion to nightlife, from penultimate accommodations to world class cuisine, Majorca and Ibiza with their combination of glitz and elegance are ‘go to' places for the rich and famous.

It could mean a boost for those who rent out their Ibiza villas for holidays privately, as well as those companies who specialise in Ibiza villa holidays

And as the Balearics are visited, so Menorca will be considered as well for those with families, who prefer the peace and quiet the island offers, and enquiries will soon translate into people taking holidays in Menorca.

Add to that some of the other Spanish islands like Lanzarote in the Canary Islands, it really does emphasise how unique Spain is. Lanzarote with its sublime beaches and captivating surfing venues has much to offer, especially in the winter when people visit because of the good Lanzarote weather.

The Spanish tourism industry is going all out to secure a substantial share of the emerging market tourist trade. And while they are focusing in the short term on India and China, the world tourist board recently identified the top 10 emerging market countries that will undoubtedly be wooed as well. They include, in addition to India and China, Montenegro, Croatia, the Republic of Congo, Vietnam, Romania, Namibia, Hong Kong and Chad.

Clearly there is an enormous potential for tourism within these emerging markets. Certainly Spain is not alone in desiring to gain as much of this market as possible. As they unroll their three-year strategy, it is also clear that they are doing everything they can to highlight the uniqueness of their country. Don't be surprised if you are going to Menorca, Majorca or Ibiza this year to see a few more Indian and Chinese tourists discovering holiday delights.