Then They Took Berlin

And then, as Leonard Cohen very nearly sang, they took Berlin; they being the global tourism industry, one part of which is Mallorca. They have all descended on the German capital for the ITB fair, the third and final of the big-three tourism trade fairs where Mallorca is concerned. Naturally enough, because it wouldn't be a fair without them, forecasts for the coming season were being made and, depending on who you bothered to listen to (if anyone), the German market for Mallorca was at present either slow or buoyant.

Jaime Martínez, the regional government's minister for tourism statistical data (sometimes also referred to as the minister for tourism and sport), arrived early, tucking in to the 255,000 euros budget for the fair, which makes it the second most expensive promotional "action" that the ministry will indulge in this year. Strangely perhaps, the Madrid Fitur fair, the number one "action", cost considerably more - 124,000 euros more. But be this as it may, the German market is only the largest tourism market that Mallorca can call upon: a third of all tourists in 2014.

Jaime, data readily to hand, announced that following last year's "historic" tourist performance the German market in 2015 will be one of improvement and consolidation (is this not a contradiction?). Bookings figures are already up on this time last year, he said, and moreover there won't be any World Cup for the Germans to celebrate and so get in the way of what will doubtless be a new historic year. However, not everyone is quite so optimistic. There again, not everyone is a Partido Popular politician desperately hoping against hope that his party will be re-elected in May. There will be some growth but it will probably only be small, and the data, were Jaime to acknowledge them, showed a tendency in 2014 for the German tourist to spend less and to stay for fewer nights.


It was reassuring to note that individuals towns weren't relying on Jaime and the tourism agency to go into promotional bat for them. Hence, the likes of Palma, Calvia, Felanitx, Pollensa, Manacor and Cala Millor (not a town as such, I realise) were all in attendance. Interesting that Calvia had pitched up. Are they trying to entice the Germans to Calvia Beach Resort and so de-Anglicise Magalluf and make it a resort of peace and harmony? Not that the Germans should be needed in order to do this, Calvia having declared the streets of old Magalluf (and Santa Ponsa) alcohol-free zones from ten in the evening. Nary a word about prostitutes who happily divest passing tourists of their smartphones and give them a sound slapping in the process, but as Calvia has, at a stroke, eliminated drunken tourism, the lads on tour will now be more aware of a mugger lurking in the shadows. Somehow, one doesn't imagine that this will be how it is.