Walk Is Cheap

Capdepera is the municipality on the north-eastern tip of Mallorca. Its coastal resort is Cala Ratjada. It is mainly a German destination, the resort itself a peculiar stretch between two sea fronts, the main beach small and crowded, one to which one can see hordes of lilo carriers heading in summer, taking a long-ish walk from the centre of Cala Ratjada. The town has announced some "initiatives" designed to attract more tourism. And these are? Cycling, audio guides for the mediaeval castle and a Nordic walking track. These, together with promotional materials, will cost somewhat less than a hundred thousand euros.

Fine, you might think, but just look at that list again and at the budget. Cycling. Nordic walking. Me-too tourism facilities in other words. Take Nordic walking. Alcúdia has a route, Can Picafort has a route and now Capdepera is to have one. Nordic walking falls into the category of "alternative" tourism, an alternative aimed at extending the tourism offer and season.

Given the German dominance of Cala Ratjada, a Nordic walking offer makes some sense, but, as with the other resorts in the north, it is an addition to the tourism mix that will make only minimal impact. More than that, it is cheap. And it is this - the lack of cost - that is the most germane point in seeking more German tourists. For a relatively small spend, the town hall and the tourism ministry can announce that "something is being done", can be seen to be taking some action. It is, therefore, largely a PR exercise, not one aimed at more tourism but one aimed at trying to convince that effort is being put into extending the season.

Tourism minister Ferrer, in presenting these initiatives, spoke of the need to "create new attractions" to "re-invent" the island as a tourism destination and to "extract the value" that exists on the island in terms of its natural landscape and heritage. Well he would say that, as his predecessors and other tourism authority spokespeople will have done. It is spin, a formulaic pronouncement lifted from the brief manual that is phrases to use when talking about things other than sun and beach tourism.

The worry is not that there is to be a Nordic walking track, not that there is to be more cycling in Capdepera, not that there are to be audio guides to the castle which is promoted as having a "fascinating history", one bound up in battles against pirates. The worry is the spend and the me-too nature of the offers. If less than a hundred grand could be converted into half a million more tourists per year, then you would take your hat off to the brilliance of the thinking. But it won't. Nowhere, moreover, is any evidence offered as to how many new tourists might be created or how many existing tourists might be willing to not trade in Mallorca for another destination. It's not surprising, because the tourism authorities don't know. What they do know is that Nordic walking and the rest is something alternative on the cheap. This is one of the failures of Mallorca's so-called alternative tourism. There is not much by way of investment. Not much directed at grander schemes that might mean serious numbers of tourists. Not much, in fact nothing, by way of some out-of-the box thinking for creating genuine alternatives or even additions to the main summer tourism. One of the failures? No, the failure.

QUIZ
Yesterday's title - Kiss, "100,000 Years", http://www.youtube.com/watch?v=M_a-NYivv6o.

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