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The Balearic Islands - success and challenges of region branding by Joshua Smitth
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The Balearic Islands - success and challenges of region branding |
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Business,Travel & Tourism
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Where do all northern Europeans flock to in order to escape the mundane and the ordinary? One possible answer is the Balearic Island. Mallorca, Menorca, Ibiza and Formentera have become enormously popular among the Brits, Germans, Dutch and Scandinavians from the 1960s onwards. Maybe their success in region branding can be explained by looking closely at their geography, traditions and culture. For many Europeans the Balearic Islands offer a bit of everything for a perfect summer holiday. There is culture, roman and medieval architecture in Mallorca, raving parties in Ibiza, relaxing summer feel and prehistoric monuments in Menorca and solitary beaches in Formentera. Their region branding strategy has a sophisticated offering catering to the young, elderly, culture seekers, party animals and beach lovers. Many like it so much that they decide to buy properties. As a matter of fact the Brits and the Germans have ‘colonized’ parts of the island. Approximately 15% of Mallorca’s population is foreign born, however, there are not only European but also South Americans and Moroccans as well. What does the future hold for the Balearic Islands? How can they keep on top of the tourism industry region branding ? One of the concerns is to remain a top tourism destination while balancing it with sustainability. As the number of tourists increases the pressure on the eco-balance mounts and the visitors’ footprint on nature becomes deeper. The local authorities will have to try to regulate use of vehicles and the crowding on some beaches on Mallorca for example. Continuous urbanization of the coastal areas and the consequent residual waste management is another challenge to look into carefully. The issue therefore is not how to keep the islands popular but rather how to ensure that the popularity doesn´t cause too much harm for the local environment. As a region branding project the Balearic Island have truly captured the hearts and minds of many Europeans. In order for us to continue to enjoy they natural beauty we need to preserve their environment and make sure that the tourism industry is balanced with sustainability.
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Country branding, Strategic Development, City branding, Place branding, Region branding,
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