The Fundació Destí Menorca (Menorca Tourist Board) is to spend 1.7 million euros promoting the island in 18 countries, with special emphasis on the German and British markets which are considered the most likely sources for out-of-season tourists. Promotions in Germany will account for 39% of the budget, some 670,000 euros, with 480,000 being spent in Britain, 127,000 in Spain and 103,000 in France. Fourteen other countries will be targetted, especially the new markets, such as Russia and the Eastern European countries.
Agreements with tour operators and airlines account for 1,145,000 euros of the Fundació Destí's budget and attendance at national and international tourism fairs for a further 100,000 euros. Some 70,000 euros will be spent on promotional reports by invited journalists; 60,000 on advertising in newspapers and specialist magazines and 35,000 on promotions through electronic channels. Other activities include familiarisation trips for tour agents (40,000 euros); maps, guides and leaflets (40,000); and promotional events organised for travel agents (30,000).
A decision on whether to continue with the 'promobus' will be taken this month, after its commercial viability has been evaluated. The bus provides a mobile platform for promoting the island at airports and other venues in major European cities.
Tourism trade fairs
The Fundació Destí has recently attended three tourism trade fairs. The first was in Hamburg, where the sporting opportunities (hiking and cycling) attracted the most interest; the next was Munich's Free Fair where hiking and rural hotels were in demand; and, lastly, the BIT Fair in Milan where there was a "renewed interest" in the island as a result of EasyJet starting Milan/Menorca flights this summer.