Press release -
First-ever Mediterranean-focused luxury tourism campaign comes to Southeast Asia
7 May 2018, Singapore – The Mediterranean Luxe tourism campaign will launch on 23 May with a luxurious seaborne event for elite travel partners gathered at ILTM Asia Pacific 2018 in Singapore. France, Monaco and Spain, with the region of Catalonia, Avis Car Rental and Turkish Airlines, will come together to introduce the endless tourism options offered by the Mediterranean region.
With new air transport routes recently added, Asia has never been so close to southern Europe.
Maturing markets of Asia are now ready to explore new regions of Europe in a deeper and more independent manner. More individual travellers are seeking qualitative, sophisticated curated travel experiences, including self-drive holidays that give the flexibility and freedom to choose where they want to go and what they want to see and do.
This new Mediterranean Luxe tourism programme is a tremendous opportunity for the travel industry which has seen its model challenged by online-based competition, catering to a mostly price-sensitive clientele.
Shaped by multicultural influences over the course of the last 3,000 years, the Mediterranean region is one of the world’s richest cultural ensembles, boasting hundreds of UNESCO World Heritage Sites, internationally renowned gastronomy and culture, amazing natural sceneries, sunny and mild climate throughout the year, and a liberal, open-minded population.
The Mediterranean Luxe campaign aims to demonstrate to Asian travellers that a Mediterranean-focused travel programme is a highly desirable tourist experience. Mediterranean Luxe will encourage our travel trade partners to design and promote dedicated itineraries. These unique offerings, including an all-inclusive 10-day self-drive journey through Ibiza, Barcelona, Marseille, Cannes and Monaco, will be awarded to a lucky winner during the cruising gala event on 23 May.
The Mediterranean Luxe launch event will be graced by the presence of the Spanish Ambassador to Singapore Mr. Miguel Angel Navarro, the French Ambassador to Singapore Mr. Marc Abensour, and the Honorary Consul of Monaco in Singapore Mr. Jean Marc Deromedi. Acclaimed Michelin-starred French Chef Lionel Levy from Marseille will be present to prepare a scrumptious selection of Mediterranean specialities.
This first-ever Mediterranean-focused tourism campaign is expected to receive an overwhelming response from Asia’s travel trade and general public.
The Catalonia Tourism Board belongs to the regional government of Catalonia (North Eastern Spain) works to promote and consolidate the “Barcelona” and “Catalonia” brands around the world, as a top quality tourist destination with a diverse range of experiences for the regular and luxury traveller in the Asia Pacific region (South East Asia, Australia, New Zealand, India, Japan and South Korea) from Singapore. We work in tandem with The Spain Tourism Office and with our tourism support offices in Mumbai, Seoul, Tokyo and Sydney to promote Barcelona and beyond.
Catalonia is a Mediterranean destination with a millenary history, its own culture and language as well as a wealthy natural heritage. Covering 32,107 square kilometres, the region is divided into four provinces; Barcelona, Girona, Lleida and Tarragona. The territory offers visitors stunning UNESCO World Heritage sites, cultural experiences, tranquil scenery, wildlife and a dedicated Mediterranean cuisine from the towering heights of the Catalan Pyrenees to the spectacular 400KM of coastline from Costa Brava, Costa Barcelona, Costa Daurada and wetlands in Terres de l’Ebre.
Catalonia has great capacities and excellent facilities place it among Europe’s prime tourist areas, welcoming more than 20 million tourists per year. At the Catalonia Tourism Board, we are dedicated to showcasing our destination to the trade and media from all countries in the Asia Pacific region where Catalonia is beyond Barcelona and much more.
