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'Safe Tourism' British market campaign


Wednesday 7th July 2021

Presentation of the 'Safe Tourism' campaign aimed at the British market

The campaign which was presented in Calvià on Wedenesday, has been launched by the Tourism Strategy Agency of the Balearic Islands (AETIB) and the British Consulate, to promote the image of a safe destination in the United Kingdom and to transmit the message of zero tolerance with drunkenness tourism. The presentation was given by the mayor of Calvià, Alfonso Rodríguez Badal; the regional minister of Economic Model, Tourism and Labour, Iago Negueruela, and the British consul, Lloyd Milen.

The mayor highlighted the importance of the British market in the municipality with specific figures: in Calvià, in 2019, there were more than 9 million overnight stays and more than 1.500.000 tourists, of which 45% came from the British market. In this sense, he stressed that this is a special year and everyone has to make an effort of responsibility because the image of a safe destination is key for our municipality. Rodríguez Badal was grateful that the presentation was held in Calvià, where there is close collaboration between the three administrations that have presented the initiative today.

The campaign will be based on short videos and digital images that will be distributed through social networks and will be aimed at young people from the United Kingdom who are going to visit the Balearic Islands. With the slogan "Stick with your mates", the campaign emphasises mainly the need for British tourism to take all the necessary measures to enjoy a safe holiday.

Mayor's statements
Regional minister's statements
Consul's statements

Regional Ministry's press release