Face-to-Face: Angela Castano Cabanas, Regional Director, Spain Tourism Board Southeast Asia, Australia & New Zealand
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1) What are the key source markets within Asia-Pacific for in bound tourism to Spain?
Nowadays, Asia is a key market for the tourism promotion of Spain. The State Department of Tourism has committed to increase its promotional efforts in this area. Hence, the latest openings of National Tourism Offices (NTO) in Asia: Singapore, Beijing, Mumbai, Tokyo, and the latest opening in Canton, which positions itself as the fifth Spanish NTO in the Asian continent.Thailand (65,659 visitors 2008) is the largest SEA outbound market; Singapore (24,000) is the fastest growing SEA outbound market due to increased airline capacity. In contrast with these figures, Malaysia (7,658) is the smallest market for Spain and also the lowest growing SEA market.Thailand’s numbers are generated mainly by direct air services connecting Bangkok and Madrid, while Singapore Airlines flies daily one- stop services to Barcelona via Milan.Australia and New Zealand are important markets for Spain in the region. Travellers do not need visas to Spain and normally stay longest time in our country.
2) Who are your key audiences within these Asia-Pacific markets and how do you communicate with them?
People from Asia and the Pacific who have zest for life, and who appreciate art, history, culture, gastronomy are those who come to Spain and return. What we are selling is a “way of life” and that’s quite different to our competitors. The gastronomy and the nightlife, our fiestas and people, monuments and shopping, make Spain the perfect destination for passionate travellers eager to have an amazing experience. Our website and all the print media campaign vividly communicates this to everyone in our markets.
3) What are the most important elements of appeal of Spanish tourism to audiences within Asia-Pacific and how do you communicate these?
When people from Asia are travelling to Europe they may not think about Spain as their first choice, so for the ASEAN market we focus on the food and fashion of Spain. Spain has world-class brands including several in fashion, financial services and telecommunications. Among the best-known fashion brands are Zara, Mango, Massimo Dutti, Ermenegildo Zegna, Manolo Blanik and Camper shoes and prices in Spain were the best value in Europe.
Gastronomy is also an important factor - the traditional cuisine is a strong selling factor but we are also the top country for progressive cuisine with the likes of Arzak, Mugaritz and El Celler de Can Roca.
4) With Spain very much in the news right now how is the year’s in-bound picture evolving?
Travel and Tourism continues to be the biggest industry in Spain. Spain is the third country in the world in terms of tourism arrivals and the second in tourism receipts. The industry accounts for 11% of GDP and employs 12% of the working population. These are the reasons that the country continues to develop its infrastructure, while paying special attention to sustainability and quality. The in-bound traffic is looking great, with Malaysia and Indonesia responding by organising more MICE groups to Spain. From Singapore alone, we are looking forward to an increase of at least 5% for FITs, because of increased flight capacity. The increase on in the Australian market is even more significant.
5) What major events are on the horizon that will lift Spanish tourism from Asia-Pacific?
Madrid will be hosting the European Champions’ League in the Santiago Bernabeau stadium this coming springtime and we are expecting a lot of awareness from the audience who will watch the games on TV in Asia. Madrid will also host the 2010 MTV Europe Music awards on November 7th. The ceremony, which has a potential global television audience of over 600 million people, will be held at Spain’s new Caja Magic sports complex whose main stadium seats 12,500 people.
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