A MAJOR drive to attract and keep British tourists is at the heart of a €650,000 investment by the Comunidad Valenciana regional government, which started off with its stand at London's World Travel Market (WTM) trade fair a week ago and is set to continue in the UK capital next month.
A new campaign and slogan has been devised (pictured above), one showing a smiling couple on a sunny balcony and others with tourists on beaches, with the wording, in English: “Time goes by, but some things always stay the same, like home,” and the catch-phrase, “Always Brit Friendly.”
Regional tourism secretary Francesc Colomer says their aim is to convince Brits that they will always be welcome, 'whatever happens with Brexit', and that they can 'feel safe, well and worry-free in the Comunidad Valenciana'.
Now the WTM has finished, Colomer's team is planning a 'huge publicity event' in London on December 3, as well as 'other actions' – as yet undefined – to 'attempt to diversify the offer' within the British market and 'seek out new segments'.
Indeed, as well as enjoying some of the best year-round climate in Spain and at least four months of beach weather per year, the Comunidad Valenciana offers breathtakingly-beautiful scenery and a host of other attractions suitable for families and for culture vultures alike.
Whilst the campaign is aimed at the three provinces of Castellón, Valencia and Alicante as a whole, it is focusing more on the latter of these – which is arguably the most touristy – and especially its coastline, known as the Costa Blanca, and its long-standing 'Brit-magnet' Benidorm, which was one of Spain's first-ever towns that opened up to international tourism in the 20th century and was initially the first or even only parts of the country British travellers would have seen in the 1960s and 1970s.
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