Ibiza is getting the message out that it’s open year-round, writes Emily Eastman.
The Balearic island of Ibiza has activities for everyone throughout the year, according to director of tourism for Ibiza Vicent Torres Ferrer.
“Ibiza is well known, but well known in a certain segment. The message we want to get across is Ibiza is a 365-day destination. We have a winter flight operated by British Airways that flies all winter, from London City to Ibiza. We have a lot of events and a calendar of sports. Aside from the sunshine, beach and partying, we want to promote the cultural side of the island,” said Ferrer.
Ibiza may be renowned for its club scene and nightlife, but the cooler months are ideal for outdoor pursuits and cultural activities. The island is a Unesco World Heritage Site and next year celebrates the 20th anniversary of its nomination.
Ibiza has always worked closely with British travel agents and tour operators. “The British market for us is very important; it always has been and still is. We know that habits are changing a little bit with new ways to book holidays, so for a tourist board it’s very important to bring as many people as possible to the island. Travel agents are the best sellers of our product, and we try to arrange collaborations between different segments and directly with agents, as well as campaigns through tour operators. It’s important that people get the best information – travel agents can fill that niche to ensure customers are getting what they expect in terms of location, services, amenities and so on.”
Ferrer explained that trade and travel agents are essential to Ibiza’s growth plans, which will see the island promote more heavily its gastronomy, five-star accommodation and events ranging from fashion week and Gay Pride to a light festival in the autumn.
With Ibiza’s arrivals demographic in flux, trade and travel agents remain crucial to the tourist board. “We cannot be in front of everyone, which is why travel agents are so important. It’s essential that we can work with them so that they are effectively representing Ibiza,” Ferrer said.