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Initiatives target UK market and winter airline schedules
The Balaeric Government has launched a campaign to bring more Brits to Mallorca, after seeing a 11% drop in numbers during the first half of 2010. The initiative, which has a budget of €1.5 million, will promote the island of Mallorca through advertising on UK radio and throughout the UK press. Agreements have been made with tour operators Tui, Thomas Cook, and airlines Jet2.com and Monarch/Cosmos, to promote specific interest holidays such as cycling and wildlife & nature.
In addition to the summer campaign, the Ministry of Tourism has also been in talks with airlines to ensure air links between Mallorca and the UK are available during the winter season. Currently, there are no direct scheduled flights between Mallorca and the UK from November until the spring. The department has been in talks with the airline Monarch about running a winter schedule bewteen London and Palma. Discussions with British Airways to extend their London City service has already resulted in the schedule running until the end of October this year.
The number of Brits visiting Mallorca in the first half of 2010 have tumbled by 11%, which, if the trend continues during the rest of the year, will mean the lowest number of UK visitors for 15 years. Reasons for the low numbers include the poor exchange rate for the pound, the Icelandic ash cloud, the World Cup and the air traffic controller's dispute. The British market represents 25% of all visitors in Mallorca, with the German numbers coming in at 32%.
