Spanish Tourism Promoted to Emerging Markets
Spain's tourist board recently began initiating more aggressive efforts to target potential visitors from emerging market countries, notably India and
China. More often than not, the term "emerging market" is associated with other terms like manufacturing, balance of trade, production, imports and
exports. Now we can add tourism as a term associated with emerging markets.
Not that tourism boards have neglected reaching out to potentially new clients. From Europe to the United States to South America and Asia, tourist
industries were and are keen to attract bigger markets. But for the first time, Spain has established a Spanish tourism office in Mumbai, India. The goal
is to establish Spain as a tourist destination among Indian holidaymakers.
The opening of the Mumbai office follows on the heels of the merger between British Airways and Iberia Airlines. Part of the strategic plan is to
establish Barajas Airport in Madrid as an international hub facility. This will enable more direct flights to Barajas from Europe. More importantly for the
immediate future, direct flights can be slotted in from India as well. It doesn't take a great leap of imagination to conclude that the same strategy will be
employed in regard to China down the road.
Spain has had to face setbacks in recent years. Like the rest of the world, the 9/11 attacks on New York City sent all travel into a tailspin. Not only did
leisure travel suffer, but business travel did as well. As things gradually returned to some semblance of normality, Spain took another hit. Spain's
subway system was assaulted by terrorists on two occasions. Once again the effect was a dampening of tourist traffic.
But the Spanish government and its people are nothing if not resilient. With so much to offer in terms of culture, art, relaxation, natural beauty,
shopping and cuisine, the tourist board is determined to make the entire country a holiday destination unique from the rest of Europe. And why not?
With hundreds of regional and