This fam trip was organised with the Meeting and Incentive Department of the Prague-based agency Senator Travel, which selected the participants.
The Czech visitors belong to various industries: technology, banking and finance, consultancy, and software. In accordance with their profiles, needs, and interests, we designed a four-day tour that included inspection visits to hotels featuring conference rooms, visits to charming venues, golf courses, and spa facilities, the old town in Marbella, a flamenco show, Mijas, an off-road drive in the hinterland, Málaga City and the Picasso Museum, and other activities. On Sunday, they attended a PowerPoint presentation of our travel destination, filling them in on everything about our travel offer.
The Czech Republic is a market where the Tourist Board had never taken reverse marketing action for the MICE segment before. It is an interesting market, though, where we can start carrying out promotional campaigns and making contacts.
We showed the visiting businessmen everything Málaga and the Costa del Sol could offer for their events, trying to persuade them to hold them here. The tour we planned for them was broad, including culinary, cultural, and hinterland travel activities alongside visits to hotels, venues, and golf courses. We wanted to sell experiences rather than just hotels or venues, for the latter they could have in any tourist destination. We believe we have accomplished this goal.
The Czech Republic is an interesting potential market where we can start publicising the “Málaga-Costa del Sol” brand, just like Poland, Russia, and other countries in Eastern Europe. It is an emerging market where they are not very much familiar with our travel destination, so we need to show them and train them in our travel offer. Our visitors liked everything they saw, and they considered the Costa del Sol to be an attractive and original destination comprising many different things.
They were particularly interested in T3 at Málaga Airport, our wide range of quality hotels, the food, the broad array of cultural activities in both coastal towns and the hinterland, and corporate social responsibility programmes.
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