WTM 2011 - Spain, the best choice


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Spain is the British family segment’s favourite destination and is chosen by one in five consumers, according to The ABTA Travel Association. In general, approximately 7% more tourists from the UK have visited Spain so far in 2011, attracted by its excellent value for money, ever-improving travel connections and guaranteed safety.

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WTM 2011 - Spain, the best choice

  1. 1. November 2011
  2. 2. Urb. Montaña Roja, Playa Blanca E-35580 Yaiza, Lanzarote T (34) 928 51 85 00 F (34) 928 51 84 98A wellness refuge in the south of Lanzarote.On the sea front, in the south of Lanzarote, stands the H10 Rubicón Palace,a resort with everything you need to guarantee an unforgettable holiday:one international restaurant, and another à la carte, villas facing the sea, theDespacio Thalasso Centre and for the youngsters Daisy Adventure, a pirate boatwith water games where kids will have a whale of a time. And if you are lookingfor a more exclusive stay, don’t miss out Privilege, exclusive rooms and services.H10 Hotels, where everything is done with you in mind. With you in mindTenerife • Lanzarote • Fuerteventura • La Palma • Gran Canaria • Mallorca • Costa del SolCosta Daurada • Riviera Maya • Punta Cana • Cuba • Barcelona • Madrid • Rome • London • Berlínwww.h10hotels.com T (34) 902 100 906 reservas@h10.es
  3. 3. Discover why the starschoose IberostarIberostar has an exciting year ahead. Our grand entrance to theurban hotel sector in Tenerife, Grand Hotel Mencey*****and in Hungary with the boutique hotel Grand Hotel Budapest*****.New openings in the idyllic beaches of Cuba and Cancun and muchmore. Visit us at stand EM1580 and discover our new hotels.SPAIN · GREECE · TURKEY · BULGARIA · CROATIA · HUNGARY · MONTENEGRO · MOROCCOTUNISIA · CAPE VERD · JAMAICA · DOMINICAN REPUBLIC · CUBA · MEXICO · BRAZILiberostar.com Enjoy being a star
  4. 4. EDITORIAL E Spanish destinations gain even more ground in the British market S pain is the British family segment’s favourite destination and is chosen by one in five consumers, according to The ABTA Travel Association. In general, approximately 7% more tourists from the UK have visited Spain so far in 2011, attracted by its excellent value for money, ever-improving travel connections and guaranteed safety. The wide range of Spanish tourist destinations returns to the fore as the main attraction, from the more than 500 beaches flying Blue Flags that make Spain the European country that generates the most trust in this aspect to the new language tourism proposals that Utilize este código QR para ver todas las publicaciones de entice visitors to enjoy an experience, including the top-class, professionally-run golf offer Hosteltur.com and congresses or fun for all ages.STAFF Every corner of the country has something surprising and exciting to offer: the CanariesPRESIDENT EDITOR: Joaquín Molina García-Muñoz with their high degree of biodiversity and excellent conditions for enjoying outdoor sports;editor@hosteltur.comEDITOR: Manuel Molina Espinosa · @manolomolinaesp the Balearics with a new leisure offer and “Ibiza Slow Breaks”; Levante with proposals fordirector@hosteltur.comMANAGER: Carlos Hernández · @carloshosteltur active or inland tourism; Madrid with its capacity to host events; Catalonia with more thancarlos.hernandez@hosteltur.com 400 species of birds for birders; and Andalusia with the Al-Andalus train, which is up andEDITORIAL DEPARTMENT running once again. A host of reasons for choosing Spain.MENORCAEditor in chief: Esther Mascaró · @esthermascaroredactorjefe@hosteltur.comMADRIDHotelsPaula Pielfort · hoteles@hosteltur.com · @PaulaPielfortAgencies and Tour OperatorsJosé Manuel de la Rosa · agencias@hosteltur.comTransportsVivi Hinojosa · transportes@hosteltur.com · @vivi_hinojosaSEVILLAAgencies and Tour OperatorsÁngeles Vargas · agencias@hosteltur.comPALMA DE MALLORCATransportsDiana Ramón · transportes@hosteltur.com · @dianaramonvBARCELONAEconomy and ActualityXavier Canalis · actualidad@hosteltur.com · @XavierCanalisCUBAMaría Eugenia Cobas · comerhost@ceniai.inf.cuDIGITALCoordinatorÁngeles Vargas · angeles.vargas@hosteltur.comADVERTISINGDirectorPedro Bagur · pedro.bagur@hosteltur.comMadridJuan Carlos Martín · juancarlos.martin@hosteltur.com · @jcmbruneteTels.: 647 45 75 75 · 91 366 25 37Barcelona:Iván Vega · ivan.vega@hosteltur.com · @ivanvegagarciaTel.: 93-4731693North Spain: INTRO LEVANTEArianne Gorgas · arianne.gorgas@hosteltur.comTel.: 617-356605 >6 > 32DESIGN HOTELS MADRIDDavid Molina · david.molina@hosteltur.com · @davidhosteltur >8 > 34PHOTOGRAPHSArchivo Hosteltur TRANSPORTS CATALONIAPRINTING > 14 > 36Ingrama, S.A.SUSCRIPTIONS CANARY ISLANDS GOLFHosteltur: suscripcionimpresa@hosteltur.com > 18 > 54Diario Turístico Digital: suscripciondigital@hosteltur.comEDITED BY BALEARIC ISLANDS CONGRESSIdeas y Publicidad de Baleares, S.L. > 26 > 49Joan Miró, 79 · 07015 Palma de Mallorca - BalearesTeléfono: 971 732073 · Fax: 971 737512 ANDALUSIA CUBAwww.hosteltur.com · hosteltur@hosteltur.com · @hostelturDepósito legal: PM298-1994 > 30 > 70Member of Asociación de Prensa Profesional Special WTM · November 2011 5
  5. 5. Spain, a sure-fire bet 2% slump in package tours from the UK this year, packages purchased by the Brit- ish to Spanish destinations were up 7% overall, with this figure even topping 8% in the Balearic Islands, Benidorm and the Costa Blanca. An irresistible choice Precisely in a year in which the British have reined in their trips abroad, Spain as a whole has gained market share for the first time in five years, rising from 31.6 to 34.5%. The favourite regional destina- tion is the Balearics, which climbed from 15.2 to 16.6%; the Balearics also gained market share among Spanish destinations and accounted for 49% of all British visi- tors to the country. Good value for money and convenient flight connections are the strengths the ABTA highlights of these wonderful isles with their clear waters and white sands. The Association’s data indicate that itThe land of Spain is full of evocative places to enjoy an unforgettable stay. is precisely easy access and hospitablePhoto: Homelidays. treatment that stand out in the top 10 priorities identified by the British when choosing their holidays. Safety came inIn 2011, Spanish destinations have strengthened as the undisputed first place, ticked bytheir position as the places that most appeal 86% of the respondents, who above allto the British, thanks to their guaranteed value staying in a protected place; they undoubtedly know that Spain is not goingsatisfaction and safety. Families are especially to let them down.captivated by their excellent infrastructure, For travelling with family, couples or friends to enjoy a relaxing holiday at theconvenient flight connections and constantly seaside, exciting cultural visit, romanticupdated hotel facilities. getaway or wide variety of outdoor sports, Spain is and will to continue to be the ideal choice.S pain tops the ranking of British favourite overseas holiday spot. One of the This comes as no surprise to the 9.5 families’ favourite destinations, main reasons for this has been the amaz- million Britons who visited the country according to the latest survey con- ing welcome and facilities that Spain and between January and August 2010, anducted by The ABTA Travel Associa- its people offer to families. All of the coun- upswing of nearly 9%, according to datation, to the point in which it even sur-passes UK destinations in a year in whichconflicts and natural disasters in other Spain as a whole has gained market share for theparts of the world have made travellers first time in five years, precisely in a year in which thethink twice before choosing their holiday British have reined in their trips abroaddestination. As the Association revealed at TheTravel Convention held in Palma de Mal- tries in the top 10 deserve our thanks and from the Spanish Institute of Tourismlorca in early October, one in five consum- congratulations for the incredible holidays Studies. This figure includes packageers voted for Spain as the most welcoming they have provided to British families for tour customers as well as individual tour-destination and it was especially popular many years and will continue to for many ists. In August, the most popular summeramong the 35 to 44-year-old age group. more years to come.” month, the British source market account- Mark Tanzer, ABTA Chief Executive The Spanish Tourism Office in Lon- ed for 23.7% of all arrivals.said: “For many years Spain has been our don points out that, compared with the At the height of August, the British6 Special WTM · November 2011
  6. 6. A Taste of Spain to tour the country once again Very nearby, in 2012 as well S pain is determined to remain a part of Britons’ dreams and aims to keep reaching out to them on the streets. With an eye on 2012, Turespaña’s promotional actions for the end public will continue to increase their share within all actions and also serve as a pleasant meeting point with the sector press and tour operators. Once again, the most important action of this type will be “A Taste of Spain” in Regent Street, although, as in 2011, plans are in place to develop another two or three presentations outside London during the year. Music, theatre, sports, gastronomy, folklore ... this spring, a sample of the highpoints of Spain’s latest tourist offering not only paraded through the streets of the British capital, but also brought traffic in the prestigious shopping street to a halt once again for a weekend. “A Taste of Spain” also travelled to Liver- pool, Leeds and Edinburgh, in the last case in the middle of July to encourage procrastinators to book their holidays. Although the size of Turespaña’s stand at the 2011 World Travel Market has been reduced to adapt to the economic situa- tion, Spain will be attending the same number of fairs in the UK this year. It will once again be represented at the Holiday World Belfast in Northern Ireland, and because of its specialisation in highly demand products in these markets, it will also be pre- sent at the Boat Caravan and Outdoor Show, the Hampton Court Flower Show and the Birdwatching Fair. The organisation also manages its online marketing in colla- Overview of Regent Street, which hosted the festival boration with product clubs and through agreements with tour “A Taste of Spain” in early June. operators; each year they are treated to a display of Spanish destinations’ superb attributes for hosting corporate events, in as Iberia and Paradores de Turismo. Furthermore, approxima- order to give them a first-hand taste. tely 30 other Spanish companies and institutions are attending A total of 20 entities are participating in Turespaña’s stand as the London show with their own stands, as are the Autonomous tourist promotion agencies in this 2011 edition of the WTM, in- Communities of Andalusia, Catalonia, the Canary Islands, Balea- cluding public bodies - such as the Agencia Catalan de Turisme, ric Islands, Valencia and Tenerife and Gran Canaria, as well as Bilbao Turismo and La Rioja Turismo - and businesses – such the city of Malaga.source market claimed five consecutive a hotel. Homelidays explained, “the interest Bar-months of growth over the previous year’s The specialised firm Homelidays re- celona sparks among the British publicfigures, indicating that this is not an iso- ports that there was strong momentum was decisive, since requests for informa-lated event, but rather a steady recovery. in the demand for holiday rentals in Spain tion for holiday apartments among BritishThis is joined by the upturn in package last summer; the number of requests for tourists rose 79% compared with Septem-tours, a product in which Spanish tourismhas also proven to be the undisputed lead-er over the years, thanks to its top quality Good flight connections, safety and hospitableand moderate prices. treatment are among Britons’ priorities for choosing a destination and Spain more than measures upA second home The many Britons who own a sec-ond home in Spain, many of whom have information remained steady at 70% high- ber of the preceding year”. It’s no surprisemoved there almost permanently to enjoy er than in 2010. that the capital of Catalonia experienced athe pleasant climate, are being joined by Furthermore, during the month of Sep- record summer, with its unique cultural,more and more people each year who tember, Barcelona and Madrid were shopping and leisure offerings attractingopt for a holiday rental so as to enjoy a among the ten most popular cities in Eu- 16% more tourists in July.tailor-made, completely flexible stay that rope, occupying third and seventh placeis different from the kind experienced in respectively. In this global position, as Ángeles Vargas Special WTM · November 2011 7
  7. 7. New hotel attractions for British guests Overnight stays by this origin market in Spain rose 6.5% in AugustBritish tourists’importance toSpanish hotel firmsis undisputed. Thenumber of travellersfrom the UnitedKingdom is growing,while our hotelindustry is beingoverhauled to beable to meet their H10 Hotels has undertaken major reforms in two of its hotels in Tenerife: the H10 Big Surdemands. (pictured) and H10 Conquistador. Developments in the Spanish has begun to market the latter and the Bar-T he British market, Spain’s second- hotel industry celó Jandia Club Premium as adults only. largest origin market after Germany, In recent months, Spanish chains have The main changes this year in Husa Ho- enjoyed an annual increase of 6.5% been presenting a series of innovations to tels (a chain in which the British accountin August 2011, according to recent data appeal to British tourists. for 10% of international overnight stays) arepublished by Spain’s National Statistics In- For Meliá Hotels International, a chain the additions of the Gran Hotel España institute. Travellers from the United Kingdom that has presented its new corporate brand Oviedo; Husa Valdecañas, located on awere responsible for 5,815,948 overnight this year, Britain is its leading international private island just an hour and half from Ma-stays during the month, a figure that repre- origin country and accounts for 13% of all drid; Husa Masia Beach, half an hour fromsents 23.9% of the total 41,513,116 nights stays in its hotels. As a new feature, the Barcelona; and Husa Vall de Nuria.spent by travellers from abroad. chain kicked off the year with a new es- As for Iberostar - where 20% of its ho- Given these data, there is no doubt about tablishment in Valencia; the Meliá Valen- tel reservations in Spain come from thethe relevance of this clientele for Spanish cia Congress Hall (formerly managed by United Kingdom - in addition to inaugurat-firms. However, it has a number of peculiari- Hilton). But above all, as a lure for English ing the new Iberostar Málaga Playa, it hasties that must be catered to. tourists, it is supporting the new reposition- reopened two completely renovated hotels: According to José Luis Zoreda, Execu- ing project being developed in Magaluf, the Iberostar Marbella Coral Beach andtive Vice-President of Exceltur, Britain is Mallorca through the creation of the new Iberostar Grand Hotel Mencey.now a capital market for Spanish hotels, Sol Calviá Resort, which brings together Meanwhile, H10 Hotels has repurchasedbut efforts must be made to reposition several of the hotels operated by the chain the H10 Taburiente and H10 Costa Salinasthem for segments of the clientele with in the area. (La Palma) hotels this year. It has also mademore economic and perceived value, so In NH’s case, there are four notewor- other major purchases such as the H10 Lidothey can distance themselves from the thy recent inaugurations: NH Girona, 8% in Mallorca and H10 Casanova in Barce-growing, ferocious competition in the low- of whose guests have been British since it lona. And it has reopened two of its hotelsest segments, in which emerging countries opened in October 2010, NH Palacio de in Tenerife after major reform work: the H10have a competitive advantage in prices and Tepa, with 6.36% of its guests British tour- Conquistador and H10 Big Sur.cost that Spain does not. The great chal- ists, NH Campo Cartagena, where the Best Hotels also features a new hotel in itslenge facing Spain is repositioning its prod- influx of British tourists has accounted for portfolio: the Best Semiramis, a 5-star hoteluct range to be able to compete in value 1.64% of all bookings and NH Algeciras with 298 rooms on the island of Tenerife.added rather than price. Suites, which has had a very limited influx of Fiesta Hotel Group highlights that the Zoreda explains that by destination, Eng- British tourists – 1% of all bookings – since it launch of the Ushuaïa Ibiza Beach Hotellish tourism’s greatest weight falls on the just opened four months ago. has revolutionised the British market, whichtwo archipelagos and Mediterranean desti- Barceló Hotels & Resorts has under- accounted for 65% of all overnight stays atnations such as Benidorm and some of An- taken reforms in hotels such as the Barceló the hotel this summer.dalusia. And by type, 3- and 4-star hotels Castillo Beach in Fuerteventura and theare the most popular. Barceló Illetas Albatros in Mallorca and Paula Pielfort Asquerino8 Special WTM · November 2011
  8. 8. In search of a European regulationSpanish hotels are pursuing a harmonisedclassification system Estonia, Latvia and Sweden, which rep-The current hotel classification system is resent a market of 150 million inhabit-not without its critics today because of the ants. And Spain is expected to join soon to achieve a uniform European and Spanishdisparities that exist in regional regulations. system, without each region losing its dis-However, the Spanish Confederation of Hotels tinctive character in the process.and Tourist Accommodations (CEHAT) is In this sense, Ramón Estalella, Secre- tary General of the CEHAT, said: “We willtaking steps to ensure that Spain can count continue to try to convince legislators of theon a harmonised system adapted to the desirability of not creating different systems in the belief that this would do justice torequirements of twenty-first-century guests. regional particularities, as we defend differ-R egulatory dispersion can create regulation for all the regions that follow the entiation within harmonisation to optimise uncertainty and confusion among guidelines for the European Hotelstars Un- resources and allow this industry - our consumers. Therefore, the CEHAT ion system. Eleven countries have already country’s leading industry - to adapt to newis promoting an initiative that aims to unify joined the system: Luxembourg, Germa- times and new customer needs.”criteria, offer entrepreneurs rules to ad- ny, Switzerland, Netherlands, Austria, The proposed new model is governedhere to and develop a single classification Czech Republic, Hungary, Lithuania, by points; thus, a hotel can achieve the Special WTM · November 2011 9
  9. 9. highest rating without having services that is mandatory in rooms. In addition, hotels could now be considered essential, such must display a standard plaque with their as a restaurant, if the establishment earns category in the main entrance. points by offering other services, such as a As for star ratings, there are minimum wide array of newspapers and Wifi in all its requirements for each category. For the facilities, etc.. first star, double rooms must measure 12 In order to analyse the developments m2 and individual ones 7 m2; the bathroom and progress that has been made in har- must measure 3.5 m2 and there must be monising hotel classifications, the CEHAT heating and a lift. For the second star, met last September with representatives of double rooms must measure 14 m2 and the European Hotel Industry Association provide an in-room telephone and safety (HOTREC), the first time that Hotrec Presi- deposit box. The third star is achieved by dent Ken Nÿstrom and General Secretary adding one more metre to the rooms and Ana Torres have met in Madrid with the half a metre to the bathroom as well as air employers’ association. conditioning in public areas and the bar. Four-star double rooms must measure 16 Current requirements by m2 and single rooms 9 m2 and they must category also have individually-controlled air con- Although, as mentioned above, there is ditioning. Finally, double rooms in 5-star no national hotel classification system so establishments must measure 17 m2 and far, there are several common points, e.g., single rooms 10 metres at the least. The a number of general technical require- bathroom must measure 5 m2 or more and ments on fire prevention and soundproof- there must be a safety deposit box inside ing systems in all facilities. The maximum the room. prices for services must be posted at re- The current hotel classification system ception and a price list for extra services Paula Pielfort Asquerino must be modified.PR Fuerte Hoteles, a family firm that is pioneering responsible tourism in the hotel. “Our customers feel at home,” ral landscape of Río Piedras, reminiscent of Fuerte Hoteles affirm. Doñana Park, which is nearby. The concern for the environment and a For mountain, hiking and nature lovers, family atmosphere that characterises the Fuerte Grazalema lies in the natural land- chain has been developing since it opened scape of Sierra de Grazalema, a natural its first hotel, Fuerte Marbella, more than 50 paradise four kilometres from one of Anda- years ago (in 1957) and has extended to the lusia’s most charming whitewashed towns. six establishments that make up its portfolio, Fuerte Hoteles also has two apartment F uerte Hotels, Grupo El Fuerte’s hotel all of which are in enviable settings. resorts: Apartamentos Fuerte Calaceite, de- division, is a family firm that has been The 4-star Fuerte Marbella Hotel, located signed to enjoy the best views of the Costa committed to responsible tourism since two minutes from the historic centre and the del Sol between Nerja and Torrox, a village it was founded. In fact, all its hotels assume beachfront, takes luxury straight to the heart recognised for having the best climate in sustainability as a guiding principle and in- of Marbella. Europe, and Apartamentos Fuerte Estepona. corporate new management systems to en- Fuerte Miramar Spa is a cosy beach hotel This is the offer of a chain whose motto sure a minimal impact on the environment. located seven kilometres from Puerto Banus can be summed up in just one phrase: “Car- Through their ecological footprint, they con- that features the magnificent Miramar Spa & ing for people and the environment”. trol the amount of CO2 that their operations Beauty Centre. release into the atmosphere and also en- The unique Andalusian style of Hotel Fuerte Hoteles sure the promotion of the local culture and Fuerte Conil - Costa de la Luz Spa, located Avda el Fuerte s/n, CP 29602 Marbella, economy. on La Fontanilla Beach, stands out in this Málaga (Spain) Proximity to guests is another value of charming fishing village. Tel:+34 952 920 028 this company, which offers guests friendly Andalusian aesthetics also envelop the reservas@fuertehoteles.com treatment that makes them feel comfortable Fuerte El Rompido Spa Hotel, set in the natu- www.fuertehoteles.com 10 Special WTM · November 2011
  10. 10. Gran Meliá Colón | Seville. SpainVisit us S TA N D E M 1 4 0 0 T U R E S PA Ñ AMeliá Zanzibar | Tanzania M E L I Á | G R A N M E L I Á | M E B Y M E L I Á | PA R A D I S U S | I N N S I D E B Y M E L I ÁT RY P B Y W Y N D H A M | S O L H OT E L S | C L U B M E L I Á + 8 0 0 7 6 5 6 3 5 4 2 · M E L I A . C O M O R AT YO U R T R AV E L AG E N C Y M E L I Á | G R A N M E L I Á | M E B Y M E L I Á | PA R A D I S U S | I N N S I D E B Y M E L I ÁT RY P B Y W Y N D H A M | S O L H OT E L S | C L U B M E L I Á + 8 0 0 7 6 5 6 3 5 4 2 · M E L I A . C O M O R AT YO U R T R AV E L AG E N C Y
  11. 11. PR The HM Martinique aparthotel, which is owned by HM Hotels, among Magalluf’s top five ments, which are distributed in a five- storey area, each have one bedroom with two single beds, a lounge with two sofa- beds and a balcony and surround a central zone with a heated indoor pool as well as facilities for sports such as soccer, tennis, paddleball and mini-golf. Five of the apart- ments are especially equipped for people with disabilities. The HM Martinique aparthotel, located on Magalluf Beach in Mallorca, will celebrate its first 25 years in 2012. And it will be doing so completely rejuvenated after two years of renovations that included all the guestrooms, the kitchen and the main bar. D uring the 2011 season, Tripadvi- Five minutes from the beach sor, the travel website, rated the In addition to its comfort, the friendly HM Martinique aparthotel in the HM treatment of its employees and location in Hotels chain one of the top five hotels in the town’s most convivial, fun-filled zone, Magalluf, a merited honour for this estab- this hotel has the advantage of being just lishment, which has become one of the a five-minute walk from one of the finest most popular hotels on Magalluf Beach on and most popular beaches in Mallorca: the island of Mallorca since it opened its Magalluf beach. doors in 1987. An itinerary with the added incentive Originally a block of tourist apartments of crossing the town’s commercial boul- located in the heart of Magalluf just 200 tal of 90% of the HM Martinique’s guests evard, where restaurants, shops, bars, metres from the beach, the hotel was are British, “although the British market cafés, and souvenir shops are located, not renovated between 2009 and 2010. Af- falls slightly in summer. However, the ho- to mention the flagship nightclub BCM. ter the reform, it went from being flats for tel is sought after by tourists from other The hotel is also a hit with families tourists to a three-star aparthotel with 212 countries, above all Italy and Russia,” say and has the added allure of being near apartments. sources from the establishment, who note two amusement parks par excellence: Situated in the main tourist area of Ma- that the HM Martinique is open from April Western Park and Marineland water park, galluf surrounded by the best and most to October, with an average occupancy of which features a seal and dolphin show. emblematic nightclubs, bars and res- 85%. Guests can choose accommoda- Magalluf, a quintessential tourist area taurants in this town, the HM Martinique tions only or the all-inclusive mode. 15 kilometres from Palma de Mallorca’s mainly attracts a young crowd who like to city centre, boasts approximately 200 es- enjoy the nearby beach during the day and Apartments with views tablishments, among bars, restaurants, revel to the utmost in the nightlife. A to- The spacious HM Martinique apart- shops and nightclubs. 12 Special WTM · November 2011
  12. 12. More flight options with ten new routes Spain, closer this winter New flight connections from Manchester, Glasgow, Bristol, Edinburgh, Gatwick and Stansted ing the capacity of its operations between eight British airports and 11 Spanish des- tinations by 26%. Next year, the airline will be launching the Edinburgh-Alicante, Manchester-Barcelona and Leeds-Gran Canaria routes and will also add more flights from Glasgow to Barcelona, Ibiza, Lanzarote, Malaga and Murcia, as well as from East Midlands to Malaga and Murcia. The first of these flights will begin oper- ating on the new summer schedule on March 29 and the rest will gradually be incorporated until May 18.The high speed rail connects Madrid and Valencia in just over an hour and a half. ©Renfe. High speed trains continue toThe winter season has arrived with ten new bring destinations closer Travelling between the UK and Spain hasflight routes between the UK and Spain to make also been improved by new internal con-it easier for British tourists to reach Barcelona, nections that make travelling within the lat-Madrid, Bilbao, Malaga, Murcia, Tenerife and ter country easier, such as the high-speed railway that has been connecting MadridGerona. Flights to these seven cities from London, and Valencia in just over an hour and a halfManchester, Glasgow, Bristol and Edinburgh are since last December, thus tripling the exist- ing mobility with Alaris trains. In fact, thisalready available. The new line-up also includes has become the favourite mode of transportmore frequent flights from London’s airports to in this corridor and has captured 83% ofMadrid, Barcelona, Malaga and Alicante. all travellers. According to the latest esti- mates, the high speed train has replaced 55% of all flights between the two capitals,M anchester stars in many of these 2012. In all, up to 15 daily flights each as well as 25% and 5% of all car and bus new routes. In fact, between its way, eight operated by the Spanish airline trips, respectively. winter and summer schedules, and the rest in code share with British Air- On certain days, the Madrid-ValenciaRyanair will be adding 20 destinations, six ways. The British will also be maintaining AVE has transported more than 7,000 pas-of which are in Spain, to its operations. For nine flights a day to Barcelona this winter, sengers; it allows visitors to either of thesethe time being, only the flights to Gerona in addition to one flight a day from Gatwick two cities to enjoy a getaway to the otherand Malaga are up and running, so tourists to Malaga and four flights a week from the destination. The service is also charac-will have to wait until March to fly to Reus, City of London. terised by its high punctuality rate: 98%.Ibiza, Murcia and Valencia. Before that, Monarch Airlines will also be debuting Not surprisingly, the company maintains astarting December 1, the London Stansted- 11 new weekly flights from London Gat- commitment to its customers to return 50%Barcelona line will be launched. wick to the city of Gaudí and Easyjet‘s of the ticket price if there is a delay of 15 to In turn, Easyjet will be inaugurating sixth flight a day on this same route, which 30 minutes and 100% if the delay is overthree weekly flights this winter from Man- connects the two capitals with ten flights half an hour.chester to Bilbao and one more to Madrid, a day. It is also operating four flights a Furthermore, by modal substitution, thein addition to two flights a week on the week from Gatwick to Seville and from high speed line will save more than 90,000Bristol-Murcia route, which will be seven in March 28 on, there will be two flights to tonnes of CO2 and close to 30,000 equiva-summer, and two others on the Edinburgh Fuerteventura. In its summer schedule as lent tonnes of oil in energy consumption–Tenerife route. of May 1, it will also be inaugurating four this year. The consumption of approxi- Manchester is also listed on Iberia Re- flights a week on the London Southend- mately 4.52 kilograms of carbon dioxidegional Air Nostrum‘s roster with a daily Palma de Mallorca route. emissions during the AVE’s operationsflight to Madrid, which joins two weekly contrasts with an airplane’s 36.70 kg and aflights from Glasgow. Iberia will be ex- Summer 2012 car’s 31.10 kg.panding its service from London to the The possibilities for summer multiply atSpanish capital with 10% more seats in the hand of Jet2.com, which will be boost- Vivi Hinojosa14 Special WTM · November 2011
  13. 13. Luabay Hotels & Leisure, a hotel division PR where the priority is on well-being and the client experience chosen by users as the eighth best hotel in Europe to relax in, and the second in Spain. Among the wide range of hotels in the chain, some are suitable for families whilst others are aimed at couples.S ince its launch in 2008, with the open- value. In the words of Miguel Sierra, Direc- Service tailored to individual ing of its first hotel in Tenerife, Luabay tor General of the chain, “Luabay’s expan- requirements for every guest Hotels & Leisure, a hotel division of sion centres on the best beach resorts and Luabay’s slogan is “Hotels & Leisure”, soOrizonia, has experienced continued strong our forecasts include increasing our offer- the service centres around ensuring that thegrowth. In the second half of 2011 it ac- ing by setting up on other islands such as guests enjoy a time of authentic well-being,quired two new Luabay four-star hotels in Fuerteventura”. without forgetting leisure and entertainmentthe Canary Islands: Luabay Lanzarote Beach based on unique and unforgettable experi-in Lanzarote and the Luabay Costa Adeje in Hotels for an unforgettable ences. The chain’s cuisine plays a principalTenerife. It has also added four facilities in stay role in the way of understanding the service,Mallorca (Balearic Islands) that have under- The hotel group comprises Luabay Ten- so the utmost care is taken and the high-gone complete renovation. Luabay currently erife, Luabay Lanzarote Beach, Luabay est quality controls are followed. An addedhas 11 establishments in Spain, located in Costa los Gigantes, Luabay Costa Adeje, bonus is the themed restaurants that worktwo of the major holiday destinations: the Luabay La Cala, Luabay Marivent, Luabay with national and international produce andCanary and Balearic Islands. Costa Palma, Luabay Galatzó, Hotel Alea, live cooking to the delight of diners. This development is due to its strong Florida Apartments and Florida Apartments For those customers looking for completecommitment to providing the customer Plaza. The hotel Luabay Costa los Gigantes relaxation, Luabay has created the baySpawith the most refined services, tailored to received a Traveller’s Choice 2010 award that incorporates the latest technology forindividual requirements, at the best market in the “Relaxation and Spa” category, being relaxation, beauty and health. Guests that wish may receive different treatments at the hands of a team of experts who will help you to relieve stress and forget your worries. Customers who desire greater attention and exclusivity can enjoy a range of added benefits “Splendit Service” such as the best rooms, the most unique and distinct spaces as well as a greater and better use of the facilities. Finally, Luabay recently launched its website, www.luabay.com as an applica- tion for iPhones and Androids. Special WTM · November 2011 15
  14. 14. Spanish Airline Celebrates 65th Anniversary of its First Transatlantic FlightPR Iberia, the best choice between Europe and Latin America By Sofía Arias Business Plus seats available on Iberia’s long-haul flights. On September 22, 1946, Iberia made history, don in the United Kingdom, and another 13 cities in Africa and the Middle East with becoming the first airline to fly from Europe to its network of destinations in the Ameri- South America since World War II. After 36 cas. More than three million people make the crossing each year with Iberia, making hours, including stops in the Western Sahara it undisputed market leader with a 20% and two stops in Brazil, the Spanish airline’s DC4 general market share and a 23% share in landed in Morón airport outside the capital of business class. Argentina. Regular weekly flights between Madrid Undergoing and Buenos Aires began on October 15. Since Constant Renewal then Iberia hasn’t stopped growing, and today it Under its 150 is the leading airline on routes connecting Europe million euro with Latin America, both in the number of flights Quality Up- grade program and the number of destinations. launched in February 2009, O n October 15, 1946 Buenos Aires two flights each day to Buenos Aires and Iberia continued became Iberia’s first long-haul São Paulo. It is the only European carrier to improve its destination, and it was soon joined with services to Guatemala, Montevideo customer services by Havana, Caracas, San Juan de Puerto in Uruguay and El Salvador. Thanks to its in 2011. That pro- Rico, Mexico City and Rio de Janeiro. To- hub in Terminal 4 at Madrid Barajas air- day Iberia operates 258 flights each week port, Iberia connects 38 European cities, One of the dishes to a total of 19 cities in Latin America, with including Glasgow, Manchester and Lon- served in Business Pluss. 16 Special WTM · November 2011
  15. 15. gramme included the enhancement to theBusiness Plus seating class on long-haulflights, such as those to Latin America.Now all Business Plus seats unfold intototally flat beds, and the distance be-tween rows has been widened from 152cm to 183 cm. In 2009, renovations be-gan of Iberia’s VIP lounges, including theVelázquez, Dalí, and Goya lounges in Ma-drid’s Terminal 4. While in 2010 Iberia starring innova-tion was the launch of the new BusinessClub class on flights to Cairo, Lagos, Mal-abo, Moscow, and Tel Aviv, the highlightsof 2011 were the refurbishing of the VIPlounges in Paris Orly, Miami, and Santo Do-mingo. In March, Iberia opened a new 600sq.m lounge for its business passengers inMexico City, with capacity for 85 people. Iberia VIP lounge at the airport of Mexico City. The gastronomical innovation of 2011was the hiring of Spanish master chefsPaco Roncero, Ramón Freixa, Toño Pé- on its long haul flights, which will be fullyrez and Dani García –with eight Michelin operational in about a year.stars among them-- to redesign the com- By then, Iberia expects to have takenpany’s in-flight meal service, adapting it delivery of its first Airbus A330-300s, as ROUTE NUMBER OF RETURN FLIGHTSMadrid – Buenos Aires Two daily flightsMadrid – São Paulo Two daily flightsMadrid – Bogota Twelve flights a weekMadrid- Mexico City Eleven flights a weekMadrid- Lima Nine flights a weekMadrid- Caracas One daily flightMadrid – Havana One daily flightMadrid – Rio de Janeiro One daily flightMadrid- Quito- Guayaquil-Madrid One daily flightMadrid- Santiago, Chile One daily flightMadrid- San Jose, Costa Rica One flight a dayMadrid – Montevideo Six flights a weekMadrid – Santo Domingo Six flights a weekMadrid-Guatemala-San Salvador-Madrid Four flights a weekMadrid- Panama City Four flights a weekMadrid - Cordoba Three flights a weekMadrid – San Juan, Puerto Rico Three flights a weekBarcelona – São Paulo Two flights a week Iberia operates 258 flights to 19 Latin American cities, connecting them to 38 European destinations and another 13 in Africa and the Middle Eastto the demands of today’s customers. The announced last March. The wide-bodiedchange, which has already taken place in aircraft will consume some 15% less fuel The new team of chefs responsible for Iberia’s new meal service.Business Plus on long-haul flights, is be- than the aircraft it will replace.ing introduced gradually, and brings more The merger of Iberia with British Air-variety to the menu, while remaining faith- ways at the beginning of the year with theful to Iberia’s commitment to healthy and forming of the International Airlines Grouptasty Mediterranean cuisine. (IAG) holding unit is expected to strength- IBERIA Meanwhile, Iberia is now making addi- en both airlines on North and South Atlan- www.iberia.comtional improvements to all seating classes tic routes, their “natural” markets. Special WTM · November 2011 17
  16. 16. With its privileged climate, the archipelago is the ideal place to enjoy the outdoors andCI offers good value The Canary Islands, a paradise of nature with much more than sun and sand T he Canary Islands, a volcanic archi- pelago world famous for its beautiful beaches, are much more than a des- tination where you can enjoy over 1,500 kilometres of coastline. The mild, spring- like climate, with an average temperature of 22º Celsius all year round (71.6ºF), is an enticement to visit its 500 beaches with their varied landscapes and to enjoy them either alone, as a couple or with the family, yet there are many other outdoor options on top of that. La Gomera, Gran Canaria, Fuerteven- tura, Lanzarote, El Hierro, La Palma and Tenerife are considered some of the world’s most interesting volcanic regions and blend seascapes with the splendour of their cliffs and mountains, which in- clude Teide, the highest peak in Spain at 3,718 metres. The islands are also one of the most Hikers are captivated by Canary landscapes, such as this one in the northern zone of La biodiverse regions in the world, with 40% Gomera. Photo: Promotur Canarias. of the territory falling within 146 protected nature areas that include four national the many different levels of difficulty of- parents and the family’s youngest mem- parks, five biosphere reserves, two natural fered, up to trekking and high-altitude hik- bers to enjoy together or separately, with heritage sites and three marine reserves; ing. Without a doubt, one of the best ways schools for windsurfing, surfing, golf, div- experts consider the Canaries one of the to approach the landscape and enjoy it to ing and climbing adapted to age. best places in the world to observe the the utmost. Besides entertainment for all ages, universe, thanks to the quality of the skies, Another option is a ride on a camel, an there is a broad offering specifically for which are also protected as well. animal that has present in the islands since children, young people and family groups In addition to the gifts that nature has the fifteenth century and has survived to that ranges from visiting volcanoes and blessed the Canaries with, the islands this day through tame, trained specimens caves to walking along trails in prehistoric have a fully articulated offering linked to who carefully take their riders for a stroll. forests, sailing with dolphins and whales, those qualities; they bring their experience The most daring visitors and mountain adventures in theme parks alongside ex- as an established tourist destination, of- lovers can opt for caving and delving into otic animals and enjoying water sports. fer a wide variety of leisure services and the bowels of the earth to appreciate the activities and a professional accommoda- Canary caves and stalactites. Depending Golf destination tions offering to suit all budgets. All in a on the expertise and experience, there is The Atlantic archipelago is an estab- safe destination. an option for cave climbing, jumping from lished golf destination. Canary Islands mountain to mountain or descents into courses have been designed by renowned Natural splendour valleys and ravines. professionals in the game who have deftly With roads, paths and trails that prom- Other recommended activities are pre- proposed appealing courses that are a ise relaxation and escape, the Canary Is- cisely climbing and canyoning among the challenge for experienced players and are lands are the ideal place for hiking and for mountains, rocks and ravines. combined with easy layouts for beginners. breathing and experiencing the islands’ Tenerife, where the green tones of history and culture up close. There are no Also for the family the greens stand out against the Teide limits to hiking in the Canary Islands and The islands’ activities and entertain- and the ocean, is known as one of the the whole family is welcome because of ment programmes offer activities for world’s best golf destinations lf. It is 18 Special WTM · November 2011
  17. 17. home to nine golf courses: Golf Abama Golf de Las Palmas, which stands next to The sea on yourin Playa San Juan, Guía de Isora, created the crater of an ancient volcano. In con-by Dave Thomas; Amarilla Golf, designed trast, Cortijo Club de Campo, one of the mobile phoneby the seaside by landscape designer longest courses in Spain, is set in a cen- Thanks to the Canary Islands, anyo-Donald Steel; Buenavista Golf, designed tenary palm grove just six kilometres from ne interested in water sports now hasby Severiano Ballesteros and located on the city of Las Palmas de Gran Canaria. access to a new free tool: an iPhonespectacular cliffs in the Teno Rural Park; Maspalomas Golf Club, in the south of and iPad app available through theCentro de Golf Los Palos, whose course the island, one of the places with the most Apple Store platform that providesis a veritable garden of lush and colour- hours of sunshine a year in the world, is information on surfing, windsurfing,ful vegetation; Golf del Sur, designed by ringed by a protected nature dune park diving, sailing and fishing in EnglishPepe Gancedo, as was Golf Costa Adeje, of more than 400 hectares, a feature that and Spanish. Water Sports Experiencewith its astonishing adaptation to the envi- has distinguished the course design cre- can be downloaded from a link on the website itself at www.canarias.es environment. Currently they also have the largest practice area in Canary Islands, one mile long, now open to play. The Arizona style of Anfi Tauro Golf Arizona extends over 650,000 square metres. In turn, the 9-hole, par-27 Anfi Tauro, which opened in 2001, occupies an area of 45,000 square metres. The 18-hole, par-71 Meloneras Golf Course, located along the bay of the same name, has 9 holes with mountain views and 9 others overlooking the sea. The 18- hole, par-3 Las Palmeras Golf Sport Urban Resort, with holes up to 150 metres long, has night lighting and practice tees as well as a golf school. In turn, Fuerteventura and Lanzarote have a total of six golf courses that they have been promoting together for twoAbama golf course, in Tenerife. years as a brand whose name is syn- onymous with strength: LanzaFuerte. The two islands have joined forces to create a joint golf product, taking advantage of theronment and respect for the ancient farm ated by Mackenzie Ross. barely 20 minutes that separates them byterraces; Golf Las Américas in the heart of The two 18-hole courses of Salobre sea and highlighting the quality of beingPlaya de Las Americas, one of the island’s Golf & Resort contrasts with their desert able to play on very different courses.most popular southern resorts, whichstands out for its site; and Real Club deGolf de Tenerife, founded in Taroconte in1932, which is the second oldest club inSpain and still retains a typically British airof distinction. On the island of La Gomerajust 40 minutes away by ferry, landscapedesigner Donald Steel has created Ten-erife Tecina Golf, a spectacular 18-holecourse perched on a cliff. Gran Canaria’s qualities as a golf des-tination helped it become the first spot inSpain to be chosen as the site for a course120 years ago: the Real Club de Golf deLas Palmas. Since then, the offering hasbeen expanded and updated and has alsobeen completed with hotel establishmentsthat specialise in this segment. The island has a total of eight courseswithin a radius of less than 50 kilometres,starting with the oldest, the Real Club de Playa de la Francesa, Chinijo Archipelago Nature Park in La Graciosa, Lanzarote. Special WTM · November 2011 19
  18. 18. The Canary Islands:PR CI a winning, exotic destination with European quality The Canary archipelago attracts more and more tourists: arrivals have risen 20% in 2011 Volcano Nature Park, Lanzarote. This year, the Canaries were the Spanish international tour operators were forced to seek safer, alternative destinations for destination with the most growth in tourist their clients. The logical choice was the arrivals. For millions of travellers, the Canaries, the winter destination par excel- archipelago is a trusted choice because of its lence in the minds of millions of central and northern European tourists, an exotic safe conditions and European quality standards, place with European quality standards at as well as its renowned hotels and services. the same time. The question is: Can the Spanish desti- Airlines and tour operators have also added nations in general and the Canary Islands more scheduled and charter flights between in particularly retain some of the tourists the Canaries and their main source markets, so that were diverted by international tour operators in 2011? Sebastián Escarrer, travelling to the island is easier than ever. vice president of Meliá Hotels Interna- tional and chairman of the Exceltur tour- A ccording to the official survey of and summer seasons had already dis- ism lobby, thinks so. tourist movements at borders (Fron- played growth rates of 4.3% and 20.7% “If entrepreneurs and the public sector tur), the number of inbound foreign respectively. do things right in 2011, as has been the tourists to Spain rose by approximately 8% And at the FITUR tourism fair held in case, we may retain a portion of those cli- over the January-August period of the pre- Madrid, also in January, Paulino Rivero, ents. And that is not only because of the vious year. This growth was even stronger President of the Canary Islands, pointed experience we provide tourists, but also in the Canary Islands, which reported out that occupancy figures for the islands because many tour operators have learned gains of 20%. Several factors explain this had improved in 2011, thanks to renewed that, despite the lower margin Spain may trend, including the Arab Spring, but the efforts in tourist areas. The archipelago provide them, the risk is also lower, be- archipelago’s own ability to renovate its takes the tourism industry very seriously: cause if they must withdraw abruptly in tourism offer and reach new market seg- it knows that it moves 30% of its econo- certain countries, it costs them a con- ments are some of them. my. The government has also established siderable amount of money. That’s why I In fact, the Canary Islands had been a series of airport rebates to improve the think we will retain part of the growth from seeing a surge of tourism even before the Canary airports’ competitiveness and off- 2011”, said Sebastian Escarrer at a con- events of the Arab Spring, which caused set the disadvantages arising from dis- ference last July. a diversion of international tourist flows tance. The first available data, offered by the to other destinations. In last January, for However, in any case, the revolts of the Spanish Tourist Office in London, confirm example, slot reservations for the winter Arab Spring intensified in February and this trend. In the UK, e.g., sales of pack- 20 Special WTM · November 2011
  19. 19. served by at least 21 trips (one per week during the winter season). And eight of these new itineraries established by Ryanair, Easyjet, Jet2 and Thomson- fly depart from British airports. Another significant example: the Russian tour operator VKO, part of the TUI group, will be introducing Gran Canaria as a holiday destination in the Russian market with the inauguration of the first weekly flights be- tween Moscow’s Domodedovo airport and the island, which is to be operated by the Russian airline Vim Airlines this winter with 220 seats per week. In fact, thanks to an agreement with the Spanish Government, a number of rebates for airport charges have been established for airlines that increase the number of passengers, establish new routes or schedule more flights. Operations on off-Anaga Rural Park, Tenerife. peak days or those in low demand will also receive rebates so as to avoid airport con-age tours to the Canary Islands for the 2011 to March 2012. gestion. The Canary Islands governmentupcoming winter season have soared by Thus, in all, the islands will be receiving aims to make these rebates permanent.17%. Thus, the Canary Islands has cap- 7.5 million arrivals from different airports. Better flight connections to the Canar-tured 22% of the organised winter market The region will be connected with almost ies are reflected in Exceltur’s ranking ofshare. It should be recalled that a total of 150 non-Canary destinations, including the tourism competitiveness of Spain’s2.72 million British tourists travelled to 22 British ones this winter. And that is be- regions. According to the report, the Ca- nary Islands has risen in the ranking and is now among the top 5 Spanish regions in The geopolitical circumstances of 2011 have provided terms of transport connections, along with an opportunity to introduce the Canaries to tourists Madrid, Catalonia, the Basque Country who had not considered holidays in the islands before and the Balearic Islands, even though the Canary Islands are a four-hour flight from Europe’s major source markets.the Canary Islands (on direct international cause many airlines have scheduled moreflights) from January to September, a fig- flights with respect to the previous winter Renovation of the hotelure that represents an annual growth of season and also established new itinerar- industry16.5%. ies to the islands. The on-going renovation of hotels and As noted by the Canary Islands’ Depart- For example, there are more than one tourist areas is another feature of the Ca-ment of Tourism, the diversion of tourists hundred new routes, considering routes nary tourism industry in recent years. Ain 2011 has provided an opportunity to tourism moratorium law went into effectintroduce the Canaries to travellers who in 2001, in order to promote the transfor-had never considered a holiday on the mation of tourism to a more sustainableislands before. In fact, “several surveys model, which meant limiting the growth ofwere conducted in airport departure ar- beds.eas” and these tourists had very positive “Although the different measures in theimpressions of their trips, even though the regulations, including the approval of theCanaries had not been their first choice. Emergency Measures Act in 2009, did notThe intention to repeat is high,” explained solve the obsolescence problems of cer-the same sources. tain Canary destinations at first, they have managed to convince the private sectorAmong the top 5 Spanish and moved from theory to practice at last,regions with the best with the signing of various agreements toconnections rehabilitate public and private spaces,” In 2011, airlines and tour operators according to sources from the islands’increased the number of scheduled and Deputy Ministry.charter flights between the Canaries and There are several noteworthy agree-major source markets. Travelling to the ments in place to renovate infrastructureisland is easier than ever, as shown by the and hotels in Tías (Lanzarote), Teguisereservations for slots in Canary airports (Lanzarote), Corralejo and Morrojablethis winter, which runs from November Vegueta, Gran Canaria. (Fuerteventura), Sur de Gran Canaria, Special WTM · November 2011 21
  20. 20. Puerto Naos (La Palma) and Santiago del tourism products and take advantage of by Bayard, the international publishingCI Teide (Tenerife). For example, the Puerto the islands’ unique opportunities. This is house. Thus, restaurants, tourism activi- del Carmen Modernisation Plan (Tías, calculated to add value in an increasingly ties companies, hotels, self-catering-ho- Lanzarote) represents an investment of saturated market. tels, beaches, nature parks and cultural 120 million euros and will affect a total of Four Product Clubs have been created heritage products participate in the Family seven establishments, most of which will so far: Wellness Delight, Family Welcome, Welcome programme. be refurbished or replaced by other uses. Water Sport Experience and Volcanic Moreover, aside from the incentives and Experience. Companies associated with Wellness Delight: 71 establishments. facilities the different regulations make these product clubs have corresponding By their very nature, the Canary Islands possible, many entrepreneurs have reno- labels certifying the establishments’ high are a unique, exclusive wholesome space vated their establishments, which high- levels of reliability, which is a guarantee in which to enjoy activities related to re- lights the Canary Islands’ growing efforts for both end users and tour operators in- laxation, wellness, beauty and health. to update and offer tourists an appealing product. Furthermore, more and more hotel establishments boast internationally approved environmental quality seals. In this sense, the data show that the number of beds in hotels is gaining weight at the cost of extra-hotel accommoda- tions (apartments). Similarly, higher-end beds are gaining a greater share of the overall supply. For example, the number of beds in four-star hotels and higher cat- egory establishments accounted for 20% of the total accommodation offer in 2000. Ten years later, that percentage had ris- en to 30%, equivalent to approximately 125,000 beds. Reconversion of mature destinations In the coming years, the Canary Islands will also be carrying out two pioneering projects to overhaul mature tourist des- terested in marketing these new products Companies with potential for joining this tinations, particularly in Maspalomas Currently, 717 establishments have programme are, among others, those that (Gran Canaria south) and Puerto de la joined these product clubs. An explanation offer products and services related to wa- Cruz (Tenerife North). Both projects are of what these four clubs consist in follows. ter, with or without a lodging component supported by the Spanish Government (spas, thalassotherapy), tour operators and in fact, only two destinations in Spain Volcanic Experience: 323 establish- and clinics that offer health and beauty will benefit from similar plans: Playa de ments. This seal certifies the specialised products and services in conjunction with Palma (Balearic Islands) and the western tourist services offering that includes: ru- tourist accommodations. Costa del Sol (Andalusia). These four em- ral accommodations or those located in blematic projects are part of the national natural or ecological environments; com- Water Sports Experience: 88 establish- strategy entitled Spanish Tourism Plan panies specialising in adventure, active ments. The average age of the tourists in Horizon 2020. or nature tourism; wine and dining estab- this segment is between 30 and 45 years So far, we have created the Maspalo- lishments located in natural environments and they have high purchasing power. A mas and Puerto de la Cruz rehabilitation and/or ecological settings; museums and total of 66% of them travel with their fami- consortia, in which the central govern- interpretation centres for protected areas; lies and stay approximately 11 days. And ment, regional government, councils and and associations and public entities that the Canary Islands are without a doubt a municipalities involved are represented. manage protected areas. benchmark nautical destination in Spain: The objective of these institutions is to the archipelago has 35 marinas, 7,226 renovate tourist areas, highlight the value Family Welcome: 235 establishments. moorings and 96 companies that offer of the natural, cultural, historical, and The Canaries provide families with pro- activities such as: cruise sailing with con- commercial resources in each area and posals that combine the beach with com- ditions typical of ocean sailing, light sail- diversify the range of accommodations plementary activities such as sky-watch- ing, Latin sailing, windsurfing, surfing, kite and entertainment. ing, boat tours, cultural tours, dining and surfing, game fishing, diving and whale entertainment, etc.. This seal provides watching, etc.. Product Clubs guarantees and an offering that ranges Yet, rehabilitation processes are not from leisure and relaxation for parents, Tour operators can find more direct ac- enough. For a few years now, Turismo de including all kinds of ancillary services for cess to detailed information on the differ- Canaria has been working on a complex families with children, to participating in ent products and services these four clubs strategy of segmentation to differentiate an “edutainment” programme designed provide at www.canarias.es 22 Special WTM · November 2011
  21. 21. Tenerife looks to the future PR The Island is updating its tourism strategy for the coming years and moving forward with a destination revamp and new holiday products of Arona, Adeje, Santiago del Teide and Puerto de la Cruz and the hotel trade as- sociation Ashotel. Along with this, the island is constantly searching for new tourism products that will enrich your holiday and complement the traditional sun and sand. A good ex- ample is whale watching, where Tenerife ranks as one of the most privileged places in the world for observation, which can be done 365 days a year. The draft for setting up an interpretation centre for these sea mammals or installing educational panels at the ports where boat trip depart are just two of the actions implemented to raise the profile of this product.T enerife is looking to the future. La process which examines issues such as Isla intends to stay at the top as one improving the destination, promotion and of Britain’s favorite holiday destina- innovation whereby Tenerife has becometions with over 1,400,000 Brits choos- a model for a close knit, productive public-ing to spend their holidays on the island private collaboration,in 2010. Within this framework, Tenerife The goal is to maintain Tenerife’s lead- The island has also chosen to enhanceis updating its Tourism Strategy for the ership and competitive edge as a holiday its volcanic assets and is currently work-coming years, continuing its ongoing re- destination on the British market, among ing on the creation of five full themedgeneration of the destination and boost- others, which saw a 10 per cent rise in tours so tourists and locals can enjoy anding or setting up new tourism products to UK visitors to the island in 2010 over the get to know in an entertaining way thecomplement its sun and sand range. previous year. A trend that is being rein- landmarks that make Tenerife a volcanic forced in 2011 - in the first eight months, paradise well worth discovering. Not only the numbers increased by a further 10 per will it give added value to the volcanoes cent compared to the same period in 2010. but it will also highlight the network of To maintain British tourists’ confidence, viewpoints and other resources featured Tenerife is committed to renewing the des- on the tours. tination through the Regeneration Conven- These key elements, along with the is- tion, which has invested in 65 million Euros land’s outstanding weather, nature, tradi- into the Island in recent years in more than tions and gastronomy, put Tenerife in a 170 projects: improvements to beaches, magnificent position as a holiday destina- promenades and gardens, improvements tion for UK visitors whose loyalty is shown to roads used by large numbers of tourists, in the figures such as the high rate of re- The major challenge facing the Island making motorway junctions more attractive peat visitors - around 80 per cent - andnow is adapting its Tourism Strategy on the highway and pilot studies into com- Tenerife will once again be the favorite2008-2015 to the new economic and so- prehensive rehabilitation, among others. winter destination for Brits 2011-2012.cial climate, as well as the new industry This Agreement is an initiative launched bydynamics. The involvement and support Turismo de Tenerife with support from the www.webtenerife.comfrom the holiday trade is essential in a Tenerife Government, the district councils