The Catalan Tourist Board has appointed Aicard Guinovart as the new director for the United Kingdom & Ireland.

Aicard joins the UK team with over 15 years’ experience under his belt with the Catalan Tourist Board.

Prior to his new position in London, he served in the Promotion Department in the tourism office’s Barcelona headquarters, developing and organising innovative workshops, events and exhibiting at trade shows globally.

Bringing with him a wealth of destination and tourist board knowledge, Aicard will look to expand on social media efforts and the opportunity to reach a wider audience in market.

His focus on educating the UK consumer to Catalonia’s diverse holiday offerings –  from beaches to family travels, and from city breaks to mountain adventures – remains paramount.

Aicard said: “As a leading tourism destination for the UK and Ireland markets, it is of the utmost importance that Catalonia is aware of the newest marketing promotional activities in order to maintain consumer interest.

“This market is an incredibly important one for us and reaching the consumer with compelling reasons to travel to our country is our number one priority.”

The United Kingdom is the second largest source market for tourism in Catalonia.

Last year was an exceptional year when more than two million British tourists visited the destination.

The Catalan Tourist Board office in London aims to increase the arrivals of British and Irish tourists to Catalonia, as well as to generate brand awareness of Catalonia as a leading tourist destination.

Catalonia is a Mediterranean destination in the Iberian Peninsula with a millenary history, its own culture and language, as well as a wealth of natural heritage.