Ranch Rider adds authentic Arizona ranch for next year

Ranch Rider adds authentic Arizona ranch for next year

Wednesday, 26 October 2016 11:00

Keen to ex...

Qatar Airways announces daily Seychelles flights

Qatar Airways announces daily Seychelles…

Wednesday, 26 October 2016 08:00

Qatar Airways will provide UK holidaymakers with greater access to the Seychelles from December 12 when it launches daily flights via Doha.

HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holidays is promoting a selection of winter getaway including a Christmas Craft Weekend at Dovedale in the Derbyshire Dales, Festive Walking At Dovedale, A Seasonal Stay at Malhamdale in...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

The importance of the tourism industry to brand Spain
In Spain’s case in particular it is the tourism industry which best encapsulates and promotes the national characteristics that serve to underpin and inform global awareness of the Iberian Peninsula – from bullfighting to tapas, the Costa del Sol to paella, the familiarity of Spanish culture, food and geography is without doubt largely thanks to its long and well established tourist sector.

And as such it is the tourism industry that is best placed not only to continue to raise international awareness of ‘brand Spain’, but also to work towards a strengthening and development of that brand image to ensure that it is competitive alongside ever-more accessible destinations.

Yet despite recent growth in Spain’s tourism sector - the number of foreign visitors continues to increase, with 58 million international tourists in 2012 - it has been insufficient to offset the decline in profitability. And with domestic tourism suffering greatly on top of that, Spain must offer improved services if it wants to increase tourism numbers and return to profitability.

In order to achieve this competitive brand image it is imperative that sufficient weight is given to improving the variety and quality of the services on offer from Spain’s tourism sector; specifically those originating from its hotels, restaurants and experiential possibilities. Only by refocusing on the innovation, promotion and consolidation of these criteria across the board can Spain expect to remain a desirable and viable destination choice.

The changing face of Spanish tourists
Yet whilst the Spanish tourism sector must rise to meet the challenge of an increasingly competitive destination market by continuing to better and evolve its tourist service offerings, it must also be mindful of the visible shift in the profile of those tourists choosing to visit Spain.

Historically with a high level of repetitive/returning tourism from within Europe, Spain is now beginning to see interest from further afield, bringing guests with different expectations that demand new hospitality considerations and service offerings whether it be the capacity to host both MICE and leisure guests or the flexibility to cater for families and young professionals or seniors alike.

In order to capitalise on these existing and new demographics there is a need for more flexibility in delivering on unfamiliar customer expectations whilst maintaining the familiar and popularly-sought hospitality of old.

For the returning European customer, hotels should think about loyalty programs that create incentives for repetition, whilst also offering them a broadening of travel experience horizons and superior product categories. Whereas for the new demographics there needs to be the quality assurance of international hospitality standards without the loss of appeal provided by traditional practices and an authentic ambiance.

There must also be better communication of the offer to tourists, and a need to understand what people want. Spain must spend more time and energy promoting non-seasonal tourism and the local area interests which accompanies such off-peak travel.

What we are doing to meet this challenge
At Asia Gardens we are tapping in to local and regional culture to bring a series of off-property experiences to our guests, whether they be staying with us for pleasure or business, at whatever time of year. Offering excursions to discover nearby mountain village life, promoting local arts and craftsmanship, and providing cooking classes to enable guests to master regional cuisine and local dishes such as paella, removes the seasonal dependence of Spanish tourism and maintains authenticity as a core element of our guests’ experience whilst offering additional services unique to our hotel, our region and Spain as a destination.


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