Upon request from the Spanish Tourist Office (OET) in Rome, the Costa del Sol Tourist Board has been involved in the organisation of a fam trip for executives from Central and Southern Italy and the best salespeople of the tour operator Alpitour.
The fam trip was aimed at giving the Italians a global picture of our travel destination, combining inspecting visits to hotels, guided tours of Ronda, Marbella, and Málaga City, and a presentation of Málaga-Costa del Sol. Before the trip and as part of the OET in Rome Marketing Plan 2011, we held a series of training workshops on Málaga-Costa del Sol for travel agents in Italy.
According to Alpitour sources, travel patterns have changed in Italy as a result of the political crisis in Egypt and Tunisia, which has boosted demand for some of the least dynamic destinations in this market, which include Málaga and Costa del Sol.
In 2010, Málaga Airport witnessed about 50,000 Italian arrivals, i.e. 58.76% more than the previous year. Likewise, from January to May 2011, Pablo Ruiz Picasso Airport welcomed 53,000 Italian tourists (+22.19% over Jan-May 2010) –a clear sign of market recovery for our travel destination.