Sunday, May 14, 2006
Tenerife Emphasizes British Fidelity
Referring to the continued loyalty of the British tourist market which brings almost two million visitors (1.8 million in 2005 with 80% repeats) to the island each year, President of the Island Corporation, Ricardo Melchior, underlined their importance to the local tourist industry to the 800 UK travel agents at the recent Convention of British Travel Agencies in Tenerife.
In one aspect of the above report, I am in complete accordance: that the latest "communication strategy" for the island, while emphasizing quality, is to show a destination "capable of giving emotional benefits to the visitor". There is no doubt that it does, or I wouldn't still be here, but this relies on the quality of visitor we attract, as much as the quality of the offers we make to them. Also, that it be based on a deliverable reality and not just marketing speak.
Tenerife Emphasizes British Fidelity
