Cutting Down To Size: Tourism strategy

The rarity with which anyone in the tourism industry utters some common sense demands that, when it is uttered, attention should be paid. The president of the Mallorcan Hoteliers Federation, as reported in "The Bulletin" (15 December), has called for the elimination of obsolete tourism accommodation and for the avoidance of duplication in tourism promotion. The federation is drawing up a strategic plan in which both these aspects feature. Praise be that someone, anyone, might apply some strategic thinking to Mallorca's tourism.

Without spelling it out in so many words, the logic of the federation's wish to eliminate outdated hotels and to regenerate tourism areas is that there would be a reduction in the number of hotels. This might sound like turkeys proposing and then voting firmly in favour of Christmas, but the hotels are suffering from a lack of stuffing and from what there is, which is all onion and no sage. The wisdom of chasing numbers at the expense of profitability has been exposed as being as pointless as filling the Christmas plate with Brussels sprouts no one wants; the trimmings need to be cut and made more edible.

The words of the federation's president deserve to be slowly chewed over and digested. "The problem with the approach to the tourist industry ... is that hoteliers, backed by the regional government, (have) been too keen on getting large numbers to the islands without creating a proper pricing structure". There are too many hotels, there is too much supply and there are relatively too high a number of tourists that generate insufficient revenue.

It's a drum that I seem to have been banging for an age. Perhaps the penny is dropping along with the profitability that goes with a percentage of tourism which is worth very little or nothing at all. The case for a strategy based on lower numbers, on improved quality of hotel and on a higher-worth tourist seems overwhelming.

What this doesn't mean is an end to mass tourism. It would be folly were it to. What it does mean is an altogether sharper focus on tourism which is less like a social service and more one of excellent service for a more demanding tourist.

It is a strategy that is not without its problems. Eliminating obsolete hotel stock and not replacing it requires a means of compensation, which is why the hoteliers have previously called for legal means by which hotels can be pulled. Upgrading stock means more than just the limited provisions of the "decreto Nadal"; it means fewer bureaucratic hoops through which hotels have to jump in order to re-develop and also means integrated approaches to resort development of the sort that has collapsed in Playa de Palma.

It is a strategy that also requires the government to rid itself of its obsession with numbers. Who cares if Mallorca slips down the tourism numbers league table. The goal difference in terms of tourism value is far more important than what's shown in the points column, that of tourism volume. Inevitably though, fewer tourists mean fewer employees; that is a political obstacle.

Another is fewer passengers passing through the airport. Central government may have inadvertently hit upon a solution. By proposing the privatisation of airports, the central government has shifted the goalposts of co-management of Palma airport by the regional government which is now up in arms at the suggestion, so long has it sought its share of the management and of the revenue that would go with it. One of the determinants of this co-management was that defined levels of passenger traffic should be achieved. Privatisation would put an end to this need, as co-management would be kicked into touch. What it wouldn't do necessarily is put an end to the need for numbers passing through the airport; landing, handling charges and so on would remain paramount for private operators.

Despite the obstacles, the hoteliers federation is right, but whether its strategy can resolve the apparent incompatibility between the numbers and the right sort of tourism (which is the incompatibility as things stand), who can tell.

The federation is also right when it comes to duplication of tourism promotion. Why are both the government and the Council of Mallorca involved in this? The Council now has more responsibilities for administering tourism, so why not just hand it the whole tourism responsibility? There again, why was this administration responsibility transferred from regional government? What really is the point of the Council of Mallorca when it comes to tourism promotion or indeed anything?

That it takes the private sector in the form of the hoteliers to try and drive strategy is telling. The government has failed to do so. A succession of tourism ministers have failed. One of them, Ferrer, did at least speak of the need for "boldness" when he assumed office, but he had no opportunity to demonstrate what this meant, as he was out of office in under two months. Otherwise, the words of the tourism ministry have too often trotted out the mantra of "alternative" tourism (gastronomy, culture, blah, blah) to the point at which you despair of it ever getting to grips with the fundamentals of summer tourism. A strategy? Yep, it would be nice.


Any comments to andrew@thealcudiaguide.com please.