Karryon catches up with Catalan Tourism Board Asia-Pacific Regional Director Raül Guerra to find out why Australians love Catalonia and why the Spanish region loves us back.
How important is the Australian market to Catalonia? And what does the market look like?
Australia is currently the number one market out of Asia-Pacific for Catalonia this year [2022] and therefore a key focus for us.
The market is in recovery mode and we see many travellers no longer wishing to postpone their bucket list trips and prioritising long-awaited trips following the pandemic.
Australian visitors travel off-season – not only during summertime in Europe; diversify demand – cruising, food and wine, and art and culture are among the top preferences; and decentralize demand – Australians are willing to explore outside of Barcelona.
Aussies are also among the top three markets in regards to the level of expenditure per person/night.
How important is the travel trade to the destination?
The travel trade is very important for our destination for several reasons … post Covid-19, there has been a shift and reliance back towards travel advisors as travellers seek more education on destinations and assurance on their travel plans. It is therefore important for us to equip them with the right resources and tools to support them in their roles.
From a destination management point of view, the travel trade provides crucial support to help us manage the peak seasons/crowded areas and to encourage low seasons and less visited areas.
How well-known is Catalonia among Australian travellers? Is there enough brand awareness here?
Barcelona is well known to Australians and some areas of the wider Catalonian region, however, we understand we have a lot more to achieve in our awareness and positioning of the region in the Australian market.
What are the most popular attractions?
Generally speaking:
- Barcelona is our flagship, with modernist architecture, food and gastronomy, UNESCO World Heritage buildings and of course Sagrada Familia.
- Cruising is very popular in the Australian market. Many cruises start/end in Barcelona, making the city the perfect base camp for the whole journey in Europe.
- The region of Girona-Costa Brava is popular for its medieval cities, beautiful seaside and high-quality cuisine.
- The region of Tarragona is popular for its roman heritage (roman wall and roman theatre, etc).
- The Pyrenees, a mountain range straddling the border of France and Spain. There, visitors can enjoy first-class ski resorts in winter and a wide range of outdoor and nature activities.
Focusing on what will be hot in 2023:
- There will be the 50th anniversary celebrations of Picasso’s death and the 100th anniversary of Domenech i Muntaner, the modernist architect of two UNESCO World Heritage sites and mentor of Antoni Gaudí.
- Americas Cup competitors will set up their teams and base camp in Barcelona to prepare for the competition in 2024.
- Food and wine experiences will be upgraded.
What would you say to anyone who is considering visiting the region?
Catalonia is an all-year-round destination with four beautiful seasons, and is amongst the sunniest regions in the whole of Europe.
It is a land of contrasts – with cities, seaside, high mountains and vineyards – with divine culinary experiences including wine and “cava”, a wide range of premium activities and unique culture.
It’s also very focused on sustainable and regenerative tourism.
Are there any other messages for travellers and the trade?
Catalonia is fully open. There are no restrictions or health requirements at all for Australian visitors.
Catalonia is committed to SDG (sustainable development goals) and to be a sustainable and regenerative destination.
We integrate the interests of both residents and visitors, co-create tourist products together with local communities, provide the opportunity for residents and visitors to learn from each other, and create awareness for the visitor about the reality of the place they visit.
In 2022, the Catalan Tourist Board launched The Grand Tour of Catalonia a new product designed to appeal to travellers visiting Catalonia with their friends and families.
