Travel specialist agency Lotus has been appointed by the Balearic Islands Tourist Board to handle its UK PR and promote the islands of Mallorca, Menorca, Ibiza and Formentera as year-round destinations.
The Balearic Islands is one of the UK’s most popular holiday destinations, welcoming more than 3.3 million UK tourists per year. The UK is the second most popular tourism market to the Balearic Islands as a whole – after Germany – but number one in terms of overseas passenger numbers to Menorca and Ibiza.
Despite the popularity of the islands, tourism is highly concentrated around the summer months and the tourist board’s ambition is to promote visits to the destination, particularly in the spring, autumn and winter months.
Lotus has been briefed by the Balearic Island government to promote Mallorca, Menorca, Ibiza and Formentera as year-round destinations, with a focus on six strategic “products”: culture, gastronomy, nature, sports, wellness and business.
Lotus associate director Kate McWilliams will lead the account and be supported by account manager Tim Thackray and senior account executive Lucy Keenan.
Pere Muñoz Perugorria, MD of the Balearic Islands Tourist Board, said: “We are delighted to start work with Lotus. We felt that their comprehensive knowledge of the destination, their extensive experience working with tourism clients, and their creative and strategic approach was ideally positioned to help us deliver on our tourism objectives.”
McWilliams added: “Lotus has a long history of working with the islands on an individual basis and this win is the natural next step. Our team has extensive knowledge of the islands and understands the challenges and opportunities from a tourism perspective.
“We are very excited to work with the Balearic Islands authorities and local travel industry to encourage Brits to visit during a quieter, more authentic time of year and to inform the British traveller that the Balearic Islands are more than just a sun and beach destination.”