Spain is ready to start pitching its new tourism strategy directly to high-spending British holidaymakers to reinvigorate visits, via “the main media” after a concerted focus on raising awareness of its ambitions via the trade.
Manuel Butler, UK director of the Spanish Tourist Office, says this messaging would be extended to consumers, with a view to targeting wealthier, generally older holidaymakers, promoting some of the country’s lesser-known destinations and higher added-value cultural, luxury and food and wine experiences.