The Costa del Sol Tourist Board has carried out an important promotional campaign in Reykjavik, Iceland, joining Turespaña in its second action in this country. The campaign was targeted at end consumers.
The campaign unfolded on Saturday at one of the largest shopping centres in town, Kringlan. A 50-square-metre stand was set up for the tourism organisations of popular travel destinations in Spain offered to Icelandic travellers: Costa del Sol Tourist Board, Empresa Pública para la Gestión del Turismo y del Deporte de Andalucía, Promotur, Valencia, Alicante, and Grand Canary.
The leading travel agencies selling Spanish products or services in Iceland were present too: FI Group, VITA, Heimsferðir, IT Travel, Iceland Express, and Icelandair.
In addition, there were various recreational activities designed to attract visitors to Spain: tasting of Spanish food, guitar concerts, contests and prize giveaways, and a drawing competition for children aimed at gathering whole families at the stand.
The event was advertised on line as well as off line, in such travel media as Fréttatíminn or Morgunblaðið and in flyers containing information on the campaign’s details and activities.
On line, banners were published in the leading travel sites in Ireland (turisti.is, mbl.is, pressan.is), as well as in the Kringlan website. Also, the Spanish Tourist Office in Oslo sent a newsletter to its contacts in the Icelandic market for them to publicise and attend the event.
With 69,767 visitors, Spain is the most popular travel destination with Icelandic tourists, followed by Britain (58,639), and Denmark (55,015). When abroad, Icelanders tend to stay in hotels or guest houses. The main reason why they travel abroad is leisure (72% and 95% in the case of Spain), with a significant percentage of business travellers (26%). The Icelanders coming to Spain are usually high-income tourists who enjoy travelling, mainly women (men travel for business more often, though). Their average length of stay is 9 days.
75% buy their trips to Spain from travel agents, which is a remarkable fact, especially when one takes into account that only 15% of the tourists going to Denmark resorted to travel agencies for their purchases.
The highest numbers of airport arrivals from Iceland are observed in Alicante, Barcelona, Grand Canary, Tenerife, Seville, Málaga (1,939), Madrid, Zaragoza, and Murcia.
The campaign at Kringlan went beyond expectations in terms of the number of visitors as compared to 2010, drawing around 20,000 people.