Spain seeks to turn US allies into tourists
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Spain seeks to turn US allies into tourists Date 4/12/03
By Matthew Garrahan Financial Times 2 December 2003
The Hollywood actor Michael Douglas is an unlikely candidate to front a promotional campaign for the Spanish island of Majorca.
But the film star, who has a holiday home there, has struck a deal worth more than £3m ($5m, €4.3m) with tourism authorities in the Balearic islands to promote Majorca abroad.
The selection of the American Douglas to front an international marketing campaign reveals an intriguing new direction for Spanish tourism. Spain's profile has been raised in the US since it backed the war in Iraq, while France has fallen from favour with some in the US for opposing it.
More Americans are now visiting Spain, which recorded three months of consecutive increases by US visitors this summer for the first time since September 11. US arrivals in August - only months after the end of the war - were up more than 40 per cent on August 2002. Spain is trying to build on its new popularity with another US marketing campaign carrying the tagline: "Your friend in Europe".
Taking advantage of its new US profile is not the only challenge for Spanish tourism. Spain is one of Europe's top tourist destinations - it has overtaken France as the top holiday destination for British holidaymakers - and for three decades has attracted sun- seeking package holidaymakers to its beach resorts on the mainland and on the Balearic islands.
It has had to respond to weakness in some European economies, however. Until very recently Germany provided most tourists for the Balearics but arrivals from there have slumped because of the ailing German economy. To kick-start German interest the Balearic government has scrapped a controversial "eco-tax" that forced visitors to pay an additional €1 per person per night during their visit.
Revenues from the tax were supposed to be spent on environmental projects.
While the Spanish government acknowledges the importance of the traditional sun and sea tourism market, it is aware it has to adapt to the rapid growth of independent travel.
More people are choosing to buy the component pieces of their holiday on the internet themselves rather than relying on a package holiday operator. The growth of budget airlines has made it easier - and cheaper - to visit Spain for a short break. With Easyjet, the UK-based low-cost carrier, taking three times as many people to Barcelona as Iberia and British Airways combined, independent travel seems set for further growth.
The key to this growth is Spain's evolving image as a vibrant destination, illustrated by Real Madrid's recent signing of David Beckham. Spanish businesses have reacted quickly to Beckham's arrival, with Sol Melia, Spain's largest hotel group, offering its guests the chance to stay in the "Beckham suite" used by the star when he first arrived in Madrid in the summer.
Beckham enjoys iconic status in Europe and in Asia. His arrival has also triggered renewed interest in Real Madrid's club museum, which now attracts more visitors than other Madrid cultural landmarks, such as the Prado, Reina SofÙŠa and Thyssen galleries.
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Spain seeks to turn US allies into tourists
By Matthew Garrahan Financial Times 2 December 2003
The Hollywood actor Michael Douglas is an unlikely candidate to front a promotional campaign for the Spanish island of Majorca. (16/12/2003)
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