Catalonia seeks to grow awareness as premium destination

At its Catalonia Premium Workshop, held in Harvey Nichols in London, the Catalan Tourist Board presented 13 premium companies and two local tourist offices from the region to travel buyers, in a bid to grow engagement on what the area has to offer.

 

For the first time, the tourist office is also now looking to attract agents to attend its Catalonia Workshop and FamTrip in Sitges, in Barcelona.

 

The event will take place 16-19 November and as well as networking opportunities with a range of Catalan Premium Companies, two fam trips will also take place for agents.

 

Aicard Guinovart Marques, UK & Ireland director of the Catalan Tourist Board, said: “The Catalunya Premium brand has normally been promoted in North America, Russia, Middle East and Asia, but we never really considered promoting it in Europe. Just before the pandemic, we did our first London workshop for the Catalunya Premium brand and it was really successful. We realise London is the most important departure point from Europe for that kind of offer.”

 

He added that statistics for Barcelona show UK tourists as being the main incoming market for five-star hotels in the city.

 

“This is why we held the second edition of the workshop in London, and also to present the opportunity to join the workshop and fam trip in Catalonia in November,” he said.

 

The two fam trips cover either Barcelona and Costa Brava, or Barcelona and Costa Daurada, taking in regional highlights.

 

The first includes Figueres and the Dali Museum; time at Hotel Golf Peralada, Hotel Terraverda and Hotel Castell l’Emporda, along with wine tasting, cultural and gastronomic experiences along the way, such as the Alella Wine Route, and visiting Barcelona itself. The Costa Daurada option includes an e-bike winery tour and a visit to Celler Mont-Rubi, a famous vineyard with its own boutique hotel, and to Mas Miro, the home of the famous artist, as well as lunch at the vineyard hotel, Terra Dominicata.

 

Agents can register their interest now for the workshop and fams in November.