Significant growth trend in German source market

The fair was characterised by modest optimism; many travel trade professionals see global tourism picking up again after the recent economic turmoil. "We look back on a difficult year, but we have passed the bottom, the demand for summer vacation is increasing and booking figures have grown notably since mid-December", said Klaus Laepple, President of the German Travel Association (DRV), who predicted "a further stabilisation of the travel market" for 2010 and claimed that tourism would return to its long-standing growth path in the medium term.

Spanish tourism officials chose ITB Berlin for the launch of a new worldwide television and online advertising campaign centred around the slogan 'I need Spain', aiming to boost tourist numbers which are understood to have dropped 8.7% to 52.2 million last year. The Balearic Islands received approximately 9 million visitors, down 9.8% from 2008.

TUI Bookings growing

With regard to Menorca's position on the important German source market ITB Berlin brought good news. Bookings received so far show a significant growth over the level recorded at the same point of time in 2009. Dr. Volker Böttcher, CEO of TUI Deutschland GmbH, confirmed that reservations for the island were "strongly growing". According to a statement released by the tour operator earlier, this increase amounts to approximately 30%. TUI joined in close co-operation with Menorca in late 2009 and launched various initiatives in order to stimulate sales of the island on the German market, including 10% cheaper travel prices and a 40% increase in flights to Menorca, through the launch of additional direct flights from various German cities.

Rewe Touristik GmbH, another major German tour operator comprising brands such as ITS, Jahn Reisen and Tjaereborg, has also intensified its efforts to sell Menorca to the Germans. It is understood that Rewe's booking figures are presently at the same level as last year with a further boost expected in the next weeks. "All in all Menorca is currently the best-selling Balearic Island on the German source market", a local travel trade professional commented.

Interest in Camí de Cavalls

The Fundació Destí Menorca used its presence at ITB Berlin as an opportunity to promote the 'Camí de Cavalls' as the island's latest tourism product.

About 50 travel trade professionals and journalists attended a presentation last Thursday which featured speeches by Tourism Councillor Lázaro Criado as well as Marc Pons, President of the Consell Insular. Marc Pons called the 'Camí de Cavalls' "the fruit of ten years of work" and said it constituted "a symbiosis of local history, nature and culture".

Lázaro Criado outlined its important contribution to the Consell Insular's efforts to stimulate tourism. "Our objective is to achieve a profitable tourism season lasting for seven or eight rather than six months", the Tourism Councillor stressed, "for this reason we aim to support new products which can be offered outside the traditional peak summer season, such as the 'Camí de Cavalls'".

Jutta Vaupel, a German Tour Guide resident in Menorca for 19 years, presented the path, giving an insight into its history and infrastructure as well as its potential for travel products. Additionally a short film featuring the 'Camí' was shown to the tourism professionals and journalists present, and all received a copy of the German 'Camí de Cavalls' guidebook.

The event was very well received, and during a subsequent discussion it became obvious that specialised German operators have already recognised the potential of the 'Camí'. Wikinger Reisen, an operator concentrating on hiking and cycling holidays, plans to launch a special package trip focussing on the 'Camí de Cavalls' in 2011. The Hagen-based family company already features Menorca in its programme, offering for example eight- and 15-day hiking holidays as well as an eight-day cycling programme. A thematic trip to Ciutadella's Sant Joan Fiesta in June is also available. Altogether customers can choose from more than 25 itineraries offered from mid-March until the end of October.