Benidorm presents its promotion strategy at the WTM: "Together we all win more"

British tourism is the main international market for Benidorm, the Costa Blanca and the Valencian Community, the main reason for attending the London fair. Today, the Mayor Toni Pérez specified, synthesizing the morning's work agenda, "we have held meetings with operators and agencies, taking stock of the campaign's path."
Operating in the British market there is a campaign underway “and the extraordinary one was launched today.
Both campaigns, Mayor Toni Pérez explained, “have a strong online component” focused on advertising in search engines and Social Networks, exclusive newsletters and advertising on platforms. "This first campaign has already achieved 140 million impacts," said the mayor.
From VisitBenidorm pointed out that being the basis of the campaign conversion, repositioning is being used to reach users who are interested in Benidorm product or who meet a series of characteristics that are defined in the strategic objectives of the campaign.
The strategy, explained the mayor in the London fair, "will run until February" and focuses on public-private collaboration, "shaking hands with the three administrations", in line with the ODS17: Alliances for achieve the objectives. Tour operators and airlines have joined it, such as the one that took place from September to December. Now, the mayor pointed out, a second phase of the ordinary campaign is being developed, also focused on "direct online advertising with the aim of influencing reservations" and in December the campaign presented today, also of co-marketing, will be developed.
The administrations, said the mayor, "will contribute 50% of the budget" mobilizing 300,000 euros. This campaign, he pointed out, "comes at a very important moment, the desire to travel."
With these initiatives, the aim is to add half a million tourists for the autumn-winter season and to reach two million by next summer.
Toni Pérez stressed that in the initiative 'Together We All Win More' “the confluence of interests and the potential of Benidorm tourist destination have weighed, which with its strength has been able to unite the economic efforts of all taking into account the market opportunities and the power of attraction and confidence that Benidorm grants ”.
In this sense, the mayor highlighted "the work and the ability to develop protocols and maintain very high safety standards in Benidorm that we have been able to demonstrate from March 2020 to today."
Benidorm continues to be an element of attraction for British holidays, who highlight in the surveys the mild climate, the gastronomic offer and the beaches as the strengths of the tourist destination where 54% of visitors are regular repeaters, 47% are they stay in 4-star hotels, and 77% develop non-family trips.
 

The numbers
British market is objectively interesting and therefore promotion and repositioning campaigns are launched with the strategic objective of promoting Benidorm. They are aimed at the age segment between 40 and 70 years old, due to the availability of their free time, focusing the promotion on Sun and beach, active tourism and nature, gastronomy and culture as attractions, seeking to increase the contracting of the accommodation offer on vacation packages and offering leisure experiences in the destination.
If in 2019 we have 2.8 million tourists from the United Kingdom, the restrictions on mobility due to the pandemic reduced the figure in 2020 to 585,000, which still meant 2.7 million overnight stays and an injection of 538 million euros, although very far from the 2019 figures with 10.5 million overnight stays and a business of 2.46 billion. Of this total, the province of Alicante, with Benidorm as the epicenter, represented the highest percentage with 9'7 million overnight stays in 2019 and 2.5 million in 2020 with economic figures of 2,438 and 509 million euros respectively.
Since the end of May 2021, work began with the objective of reopening the mobility conditions for that market and the figures began to rise, conceiving the promotional campaigns that, announced by the mayor of Benidorm and referring to the first, "Since June 15 is underway."
Alicante-Elche ‘Miguel Hernández’ airport sets the pace of the situation: from 6 million passengers in 2019 to 1.2 million in 2020, with almost 700,000 passengers from June to today; because the figures from January to May of this year have been merely testimonial. The months of August and September 2021 saw the recovery of British tourism's commitment to Benidorm and the Costa Blanca with 235,723 and 259,381 passengers, respectively.