Too Little Too Late

This past week has found ministers and other worthies in Berlin for the annual ITB holiday fair. These events are good for ratcheting up the air miles of the tourism minister; they are also important for filling copious amounts of space in newspapers. Each day of the fair is reported on. The views of the secretary of state for tourism and the minister for tourism (and there are two different posts), the president of the Balearics, the head of the hotel association, spokespeople from the tour operators: all of them are quoted. Photos are taken, usually of smiling, contented politicians. According to one smiling politico, the situation this year is expected to be the same as last year. In which case, one wonders why there are reductions in tour operators' offers and in hotel prices, with 11 for 14 deals and so on being available (that is pay for 11 days, stay for 14).

The Balearic Government has decided to spend some more money on promotion. It does seem a bit late to be doing this now, but there again campaigns that were in the pipeline had been scheduled for March: the Rafael Nadal promotion in the UK and one for Manchester were due now rather than earlier. It may seem late to be diverting more funds to advertising the islands and perhaps not enough, but maybe not. There is a fair amount of evidence to suggest that holidaymakers are holding off in the hope of good deals. And they may also be right to do so. Prices at 1993 levels, offers at 12 or 13 euros a day for half board in a three-star establishment. These are the sorts of things one is hearing. Despite this, the secretary of state for tourism can say that things will be like last year, for it was he who came out with it.

Still, at least the tourism minister has been satisfied with the winter season. So good for him, though I wonder how this squares with the views of a restaurant owner in Puerto Alcúdia who reckoned that the February gone had been the worst he could recall. Expressions of satisfaction with what winter tourism there has been makes one wonder if the priority, in terms of promotion, has not shifted too far in the direction of a minority and hoped-for off-season tourism rather than the the bread and butter of the summer sun and beach.

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