The Water Station

The "estación náutica". Last Friday, various businesses got together in Alcúdia to sign into being the first such "estación" in Majorca. The head of the town hall's tourism describes it as: "a tourist product with accommodation and water-sport activities sold as a tourist package" which will allow the tourist to engage in things such as sailing, underwater activities and skiing (water skiing, one presumes) and complementary activities like horse-riding and golf. In other words, the tourist will be able to do things that he has until now. So what's the deal? Good question.

The first problem with this whole notion is how it is presented to tourists. In the case of British tourists, this problem starts with what it is called. Literally, "estación náutica" means nautical station, i.e. it doesn't mean anything. Let's hope they don't resort (sic) to "nautical centre"; the word nautical is widely used locally and used erroneously as the English-speaker associates it with sailing and sailing only. The closest translation that will mean something will be water-sports centre or resort, and this, one suspects, is how it will be presented. But the trouble with this is that it suggests a physical centre, and there is not going to be one; all it is, is a coming-together of existing activities under this "brand". And that, essentially, is what this whole exercise is - a marketing exercise. There's nothing wrong with promoting Alcúdia as  a resort with lots of water-sport activities, but to call it a water-sports resort would also hint at something rather more than the packaging of otherwise separate attractions, accommodation and probably restaurants.

Underlying this concept is a desire to attract the so-called "quality" tourist, i.e. the one who has pretty deep pockets. But does a branding process achieve this, or will it? There is some advantage for tourists who like to organise activities prior to their holiday and this they will be able to do, but not everyone wants this. The tourist interest is more often to know what is available as opposed to actually booking it in advance. And this availability already exists.

At a more altruistic level, there is a further notion that this is a communal promotion of the resort by individual businesses which have only the best interests of Alcúdia at heart. Oh that it was. I am told that meetings have been conspicuous by the degree of self-interest that has been evident. Frankly, you wouldn't expect anything else. Businesses will only get involved if there is something in it for them. Why hadn't they got together before, rather than have the idea "sold" to them by the Spanish government's tourist promotional wing?

It's not a bad idea in itself. Alcúdia does have a lot of water sports; it is a significant centre for yachting and sailing. To promote the resort in this way is fine. But I can predict that at some point the internet forums will be filling up with Brit tourists saying that they have heard that there is a new water-sports centre in Alcúdia. And this, in a nutshell, is where what is otherwise a fair approach falters in terms of its name and therefore its marketing.

Back to list