Scandinavians help Ibiza shoulder-season strategy

“We’re seeing interest from Italy, Germany […] and Scandinavia”

Ibiza is celebrating the success of a strategy to prolong its season into shoulder months and growth from new source markets – thanks in part to Nordic countries. Year-to-date figures (September) show that more than 2.78 million visitors arrived on the island, up by 8.2%.

“It’s been a great year,” said Carmen Sanchez, director of the Ibiza Tourism Board. “We are seeing lots of interest from Italy, Germany, the Netherlands and Belgium – there is also a lot of growth from Scandinavia, which we really hadn’t seen for 15 years. And the great thing is, the Scandinavians are visiting in the shoulder season, which fits with our strategy. It’s important for us to have this mix of markets – and product.”

September hotel occupancy was up by 4%, which Sanchez said was an encouraging sign of the lengthening of the season. She also highlighted Atzaro opening for this coming winter season for the first time.

The tourist office is keen to promote art as a driver for growing the shoulder season, with a series of four self-guided cultural brochures, Heritage Trails, which can be downloaded in PDF format by visitors. One of these includes the Museum of Contemporary of Ibiza (Mace), which reopened in 2012 after a five-year renovation project and is one of Spain’s first contemporary art museums.

Summer 2015 will see the launch of Tui’s five-star Sensatori Resort Ibiza in Cala Tarida in the south west, and next year will also see the development of the five-star Grand Palladium White Island Resort and Spa, replacing the existing Fiesta Club Palm Beach on Playa d’en Bossa.

TTG digital

[pictured: Grand Palladium Palace Ibiza Resort & Spa; courtesy Palladium Hotel Group]