Spanish eyes set on India
SINGAPORE–Spain has set its sights on India as one of its priority tourism markets and will open an NTO office in Mumbai in late 2008.
Research commissioned by the regional NTO Spain office in Singapore in 2006 found that while certain objects such as bull-fighting, fashion, wine and soccer were immediately associated with Spain, there was still no concrete image of what the Indian market has of the destination.
“This only confirms that we have a huge potential in India,” said Enrique Ruiz de Lera, Director of the regional National Tourist Office of Spain. “It also further encourages us to commit to the promotion of Spain in India.”
Outbound travel from India has been growing by as much as 20% from 2004 to 2007, according to PATA statistics, and flight connectivity between India and Europe has also increased. The number of seats in the direct flights accumulated significantly from 1.7 to 4.3 million from 2000 to 2005, according to the NTO office.
The research project, conducted by TNS, was one of various initiatives undertaken by Spain to understand the market better and develop marketing strategies that would not only raise awareness but would further educate the consumers on Spain and its culture.
Another activity involved Mario de Miranda, well-known for his witty and ingenious cartoons in India and his passion for Spain, which led to his invitation by NTO Spain on a trip through Madrid, Andalusia and Barcelona last July. It was after this trip that Mario started to inject more Spanish elements into his cartoons with the same wit. His series will be showcased in an exhibition in India and probably Spain.
The opening of a Mumbai office was announced by the Spanish Parliament last August. Mumbai was selected for its good connectivity with the rest of India as well as being a financial and economic hub.
Meanwhile Spanish workshops for the travel trade will be held in the Ramada, Caravela Beach Resort in Goa, from October 26-29.
Corinne Wan
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