Rafael Nadal will front a campaign to make the Balearic Islands first choice for holidaymakers interested in sports and events tourism.
The tennis ace – a native of the islands – is currently fronting a campaign for the Balearics focusing on their traditional offering of sun and beach.
However, the islands are keen to diversify their product after seeing UK arrivals drop by 12% so far this year.
Managing director Susanna Sciacovelli of the Balearics Tourist Office said:
“It is very important to spread travel across the seasons and we want to be top of mind for golf and meetings so we can increase the number of tourists across the year.”
She said that extra funds were being diverted into tourism promotion specifically targeting the UK, the islands’ biggest source market.
These will include campaigns and promotions highlighting the islands’ easy access from the UK, short flight times and excellent infrastructure, in terms of conference facilities and golf courses.
Spain and the Balearics in particular have suffered badly due to the economic downturn and the poor value of the pound versus the euro.
Many holidaymakers have chosen non-euro destinations such as Turkey, Egypt and Morocco instead of Spain.