Councillor for Tourism Rodrigo Romero says the campaign has already exceeded expectations. / sur

Fuengirola town hall aims to attract more British tourists with an online loyalty campaign

The objective of the initiative has been to increase the knowledge of the town’s cultural and leisure activity

TONY BRYANT  

Fuengirola town hall aims to strengthen its appeal as a top tourist destination with an online promotional campaign developed by Jet2Holidays, the UK’s second largest tour operator. The initiative will highlight the town’s cultural and leisure activities when visitors are selecting holidays in Spain or, more specifically, on the Costa del Sol.

The campaign, which was to originally be launched in April, but was interrupted when the British government introduced strict quarantine laws for people entering the UK from Spain, began in August.

The initiative has been carried out on Facebook and Instagram, along with a campaign aimed at travel agents in the UK, with which it hopes to publicise the different hotel and leisure options available in Fuengirola.

Sharp interest from the UK market

The results have already exceeded expectations and confirm a sharp increase in the interest in the town among British tourists.

Councillor for Tourism Rodrigo Romero said, "Several means have been chosen to attract a target audience and this has had a much greater success than expected.”

He went on to say that, after analysing the results, Jet2Holidays has reported that there has been “an increase in interest" in the cultural and leisure activity the town has to offer. The councillor also said that, while the town does not have any golf courses, there has been a “lot of interest from this sector because of the Fuengirola’s close proximity to the many top-class courses on the Costa del Sol”.

The campaign has been carried out in parallel to one aimed at Finnish tourism, another important sector of the market that has been badly affected by the pandemic.

“We want to reinforce our brand image within the international market. The message we want to convey to them is that we have not seen them for a while and that we are looking forward to welcoming them again," Romero said.