FREDERIK NAUMANN
Sant Lluís
In spite of the global economic downturn the world's leading travel trade fair, Internationale Tourismus-Börse Berlin (ITB), has closed with record participation. More than 110,800 trade visitors attended the five-day event which saw some 11,000 exhibitors from 187 countries exhibiting their products and discussing further market strategies from 11th until 15th March. As in previous years a complete exhibition hall was dedicated exclusively to the Balearic Islands, with Menorca being presented at its own stand run by the Fundació Destí. The five days were very busy for the Menorcan team with numerous talks both to travel-trade professionals and to consumers.
"Moderately optimistic"
Traditionally known as the "Day of the Balearic Islands", the second day of ITB saw a large delegation of Balearic politicians, representatives of the Island Councils as well as local tourism professionals attending the fair. During his tour of the hall Francesc Antich, President of the Balearic Islands' Government, expressed "moderate optimism" with regard to Germany's development as a source market for tourism in the archipelago. Both Antich and his Minister of Tourism, Miquel Nadal, claimed that the Balearics remained a "preferred destination" for German tourists despite the current economic turmoil, being "well positioned" to weather this storm.
With regard to the economic downturn the President claimed that "the difficulties should be turned into opportunities", for example by modernizing and upgrading the tourism offers in order improve the Balearic Islands' competitiveness as a travel destination.
In particular Francesc Antich referred to the 'Plan Renové', the Government's initiative launched to stimulate investments into tourism infrastructure, and to marketing efforts such as a new commercial spot featuring the Mallorcan tennis star Rafael Nadal. Additionally, President Antich announced a new intensive promotion campaign specifically targeting the German market. Turespaña, the Balearic Islands Government and the Island Councils will jointly invest 3.6 million euros in this campaign, out of which 900,000 euros are destined to the promotion of Menorca. Germany currently constitutes the third-largest source market of tourism in the island, although recent years have seen a decrease in German tourists and a cut in direct seasonal flights.
Menorcan delegation at ITB
The Menorcan delegation visiting ITB this year was headed by the President of the Consell Insular, Marc Pons, as well as the Councillor of Tourism, Lázaro Criado. The two representatives of the Island Council stressed that Menorca held "a strong position as a destination for German family tourism". Calling Germany "a primary source market" for tourism in the island, Lázaro Criado stressed its strong purchasing power, the particular interest with regard to unspoiled, well-preserved destinations as well as the promising options to sell vacations in Menorca to German tourists even outside the traditional peak-season periods.
Joan Melis, the president of the Menorcan Hoteliers' Associations, ASHOME, added to these statements by saying that the German market required more package offers aiming to provide "an integrated package including the total cost of the vacations".
"Menorca Magazin"
A new, highly felicitous brochure launched at ITB constitutes Menorca's latest effort to stimulate sales on the German market. Called the "Menorca Magazin" and designed rather as a travel gazette than a conventional promotion leaflet, the publication has been created by a Berlin-based agency on behalf of the Fundació Destí Menorca. It comprises various articles - all written by different authors - highlighting Menorca's main attractions. Written in an unobtrusive and entertaining style the "Menorca Magazin" combines characteristics of a classic destination brochure, a journalistic travel magazine and a tourist guide. The new publication, which will be distributed all over Germany during the next months, was extremely well received at ITB.
All Balearic representatives present at the travel trade fair agreed that intense promotion was necessary not least in order to encourage last-minute bookings. At the moment reservations are about 12% lower than in spring 2008, but experts agree that chances for an increment are good as the economic downturn is leading to more last-minute bookings. Calling the times lying ahead "complicated", ASHOME's President Joan Melis claimed it was necessary "to listen to what the market has to say". But he also outlined: "in Menorca we have great resources; we are a differentiated destination featuring elements which set us apart from the other islands". Promoting these features beyond 'sun and beach' is one of the main objectives of the newly published "Menorca Magazin".
Cruise shipping remains on growth track
Just one day after the end of ITB another travel trade fair, the Seatrade Cruise Shipping Miami Convention, took off as this year's main gathering of the cruise industry. Despite the financial crises there was a widely positive mood among Seatrade's exhibitors, with studies suggesting that the cruise industry's recent growth - which was intensely felt in Maó last year with passenger volumes increasing by 14% over 2007 - is unlikely to stop. According to figures released by the European Cruise Council (ECC), a total of 4.4 million Europeans went on a cruise in 2008, corresponding to a 10% increase over 2007.
The UK remains Europe's largest source market for cruise tourism with 1.5 million passengers last year, followed by Germany (907,000 passengers) and Italy (682,000 passengers). "We anticipate the upward trend in the number of Europeans taking a cruise holiday to continue in 2009" commented David Dingle, Chairman of the ECC and CEO of renowned Carnival UK. "The European cruise industry has seen a 66% growth in terms of cruise passengers in the last five years. This is a tremendous result and suggests cruising is in a strong position to face today's challenging economic climate". While arguing that passenger volumes might remain stable or increase just slightly in 2009, cruise industry experts speaking in Miami predicted further significant growth in the medium term. For example, a renowned consultant from Hamburg forecasted a doubling of German cruise passengers from about one million this year up to two million by 2018. However, it was also stressed that the industry feels extreme cost pressure caused by intense competition. Cruise destinations - such as Menorca - are increasingly confronted with demands for very varied shore excursions offered at low prices.
A few weeks ago it was announced that Italian Costa Crociere S.p.A., a leading European operator, will start calling Menorca on a weekly basis as from 2010. Starting in Barcelona on 12th April 2010, the medium-sized M/V "Costa Marina", a 174 metre long ship carrying up to 760 passengers, will sail on a weekly itinerary calling at Monte Carlo, Livorno, Olbia (Sardinia), Capri, Tunis and eventually Maó before returning to Barcelona. Stops in Maó will take place from 1300 until 1900 hrs. every Sunday from 18th April until 7th November 2010. Costa Crociere offers this cruise, which passengers can choose to join at Barcelona, Monte Carlo or Livorno, all over Europe. The itinerary - which constitutes an innovation - will significantly strengthen Menorca's position in cruise tourism and give new guest segments, not least from the important German and Italian markets, access to the island. In Germany Costa Crociere has started promoting the new western Mediterranean itinerary with prices starting at 499 euros. The Balearic Islands Port Authority has already received 67 reservations for cruise ship calls at Maó during the 2010 season.