The Costa del Sol wants to become a refuge for the British who flee from London during the Olympic Games, which will take place from 27th July to 12th August this year. A report by the Association of British Travel Agencies (ABTA) states that the Olympics being held in Britain creates an invaluable opportunity for the preferred destinations of the British, such as the Costa, as 21 per cent of those who were asked said that they don’t want to be in the country during the great sporting event.
The exodus of Britons will start in June when the effects first begin to be felt, such as the stricter security measures which accompany the Games.
The Tourist Board is already working on a strategy to intensify publicity so as not to miss this opportunity, which comes at a time when Spain is the favoured destination of the English and the Malaga coast is an important area.
According to Elías Bendodo, president of the Tourist Board, the recovery of the English market during the last year has been key for the tourist industry. More than 35 per cent of arrivals at Malaga airport in 2011 came from the United Kingdom.
The Costa will also try to attract those who are rethinking their intention of travelling to London for the Games due to the high prices being demanded by hotels in the capital.
President of the Association of Costa del Sol Hotels, José Carlos Escribano, insists that the English are the Costa’s best clients and the resurgence of tourism in the last year is closely linked to the improvement in the numbers of British arriving, after years of steadily falling numbers. He believes that an increase, like that which is being talked about for this summer, could be key if the predictions of national interest cooling off come true.
The report by the ABTA indicates that of those who are likely to leave Britain to avoid the discomfort of the Olympic Games, 22 per cent are over 65 and another.
18 per cent are between 55 and 64. This is exactly the profile of the British tourist who sees the Costa del Sol as an ideal place to relax and enjoy the good climate. The latest data shows that the English who come to the province have an average age of 55, are employed, prefer hotel accommodation and like the region for its hospitality and atmosphere. The tranquility, urban environment and climate are other attractions. All this seems to be a sufficient argument as to why the province should be the preferred refuge during the Olympic Games.