Xavier Pascuet, the director of Calvia Tourist Board, reinforced how key Brits are to Calvias recovery at World Travel Market.
Speaking at World Travel Market 2021, the director of the Ajuntament de Calvia Tourist Board enforced its support for the UK travel trade.
"Like the whole world, we felt the effects of Covid-19- not just from a tourist standpoint, but from a supply, demand, and community level.
"As we begin to emerge, everyone wants to travel. We're extending our season through the autumn into early winter- 60,000 keys await guests from all around the world and we welcome them with open arms," explained Pascuet.
"The UK is such an important market- two of our zones host around 90% of British arrivals in Calvia. As we build back, we're not specifically hoping for more or less British travel- we want a better spread. We're looking to diversify our product focus- our source markets include sports, activities, and outdoor offerings.
"We recently held a PGA event in Santa Posa- this boosted arrivals by 20%, and, notably, Brits were keen to experience our courses. People want to be outdoor and active as they emerge."
The destination hopes to position itself as an all-round, year-round hotspot. For the first time, 2020 spotlighted the beach and sea offerings in the island.
"Of course Calvia is well-known for the partying hotspot of Magaluf. The area has developed, though- 70% of the accommodation is four- or five-star. Families and couples are finding Calvia a much more suitable destination than its reputation suggests."
A key trend emerging at WTM 2021 is the role of sustainability in the future of destinations.
"For us, sustainability is built upon three pillars- environmental, economic, and social. The success story so far is more logistic than touristic. The next generation has made it clear that climate change needs to be tackled; as an island, we risk sacrificing whole areas if action is taken. We need to make everything more sustainable.
"We're developing systems to regenerate water across the island- reducing how much we take from our surroundings. In terms of societal sustainability, we want ensure there's sustainable employment outside of the peak seasons. 70% of tourism revenue returns to foreign markets- we want to promote local operators and activities for international guests."
In terms of its future promotional plans, Pascuet concluded: "We're working with source markets and the sector more directly. We keep organising events- from sports events like hikes and triathlons to sector-focused events like FAM trips."
"We're always looking forward to welcoming back Brits- we want to keep them staying longer and discovering the hidden Calvia- from the year-round offerings to the zones that don't often come to mind when they plan their holidays."
