ITB Berlin 2023: Ibiza launches new campaign; repositions the island as a destination for families
The campaign “Ibiza, a paradise for children” aims to diversify the island’s value proposition and invites German travelers to rediscover Ibiza as a destination for the whole family.
Ibiza has launched at ITB Berlin 2023 its new advertising campaign “Ibiza, a paradise for children”, which focuses on family tourism and aims to reposition the attractiveness and opportunities of this Spanish destination among travelers in the key German market. of this destination among German travelers, a key market for this Spanish destination.
During the meeting with media representatives held during the fair, the president of the Consell Insular de Ibiza, Vicent Marí (the highest authority of the Ibizan government), explained that this campaign is part of a repositioning strategy, that aims to increase the number of tourists traveling with their families and extended stays, as well as diversify the experiences in Ibiza.
As Vincent Marí explains, “Ibiza has been visited by different generations of German families for many years and they enjoy our quiet way of life. We look forward to welcoming future German generations so they can explore all the experiences our island has to offer.”
According to official data, of the 4,074,118 travelers Ibiza received in 2022, more than 8% (335,439) came from Germany, the third most important international market for the island. “We had 67.9% more visits than in 2021, but our ambition is not only to increase the number of travelers, but also to increase the visits of those who travel the island beyond the capital and other well-known places,” stressed the president of the Consell de Ibiza.
With this campaign, tourism authorities also want to highlight the island’s 572 square kilometers and encourage travelers to explore the rural areas where Ibizan traditions, cuisine and lifestyle originate and where you can live with the locals in nature in charming accommodations surrounded by valleys and mountains, small farms and orchards or fields of orange, lemon, fig and almond trees.
Juan Miguel Costa, the island of Ibiza’s tourism director, said, “The island is working to improve both the tourist experience and the lives of its residents. A destination platform is being developed to increase the efficiency, sustainability and quality of services. This platform will go hand in hand with the development of an app that will provide information to improve the experience of tourists and the lives of residents.”
Ibiza tour with the children
As Ibizan authorities stressed at the press conference, Ibiza wants to win back German travelers who have already been to the island and invite them to come back and discover the different experiences designed for all family members. The initiative “Minicuentos 2XIbiza”, is part of this campaign and motivates children to think of narratives about the island that will be put together in a great story, a story in which family Ibiza and the natural paradise that children imagine,” said Carmen Sánchez Lapuente, coordinator of the Department of Tourism Promotion in Ibiza, stressing that last year Ibiza expanded its offer of family hotels and resorts (with entertainment programs, swimming pools and children’s clubs or childcare). This season has seen the opening of new four- and five-star hotels from international chains such as The Standard, Concept Hotel Group, OD Hotels and Sirenis Hotels & Resorts.
In addition, Ibiza has strengthened its wellness and well-being offer and created cultural routes for children to explore monuments and attractions of great historical value, such as the walled city of Dalt Vila (Unesco World Heritage Site), the Carthaginian necropolis of Puig des Molins and much more.
The spectacular and famous beaches and coves not only offer all the conditions for a perfect family vacation, but also countless opportunities for water sports such as sailing, diving, kite surfing, windsurfing, kayaking, catamaran sailing, cliff jumping and fishing or simply sailing in the crystal clear turquoise waters.