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Hot holidays? Spain wants to be the ‘cool’ choice
Although it was hip in generations gone by, Spain's worried that its image as a cool destination has not been realised by the current generation.
Although it was hip in generations gone by, Spain's worried that its image as a cool destination has not been realised by the current generation.
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Europe Travel Biz DirectoryArticle Details
Hot holidays? Spain wants to be the ‘cool’ choice |
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| Date Added: December 20, 2011 02:58:30 PM | |
| Author: James | |
| Category: Where in Europe ?: Spain: Attractions | |
There's a hot holiday destination having a crisis of confidence, thanks to Spain’s realisation that it’s just not as cool as it thought it was. Cue a massive tourism campaign to convince holidaymakers the world over that Spain’s still got it when it comes to sexy, fun and, above all, cool holidays. It’s happened to all of us, you pull a firm favourite from the back of your wardrobe only to catch yourself in the mirror and start doubting whether anyone else will think you’re looking cool or not, and whether you might be just a little too old for the look you’re trying to pull off. Thing is, it’s easy for us to know when it’s time to step back and leave the bright hair dyes, mini skirts and skin tight jeans to the younger generations, but for holiday destinations like Spain, no one can hang up their Levis – the spot has to stay cool and relevant to the next age bracket. And, sadly for Spain, according to The Oliver Press Travel Weekly reports that at the moment it’s lagging behind Turkey and Croatia when it comes to hip holidays for the under 30s. There’s plenty to love about Spain, but the biggest challenge is going to be convincing young travellers that when they catch flights to Alicante, they haven’t suddenly turned into their parents. There’s a whole generation of British travellers to whom Spain is the place their parents took them to when they were young. Memories of tourist traps and tacky resorts may have dogged these holidaymakers for years, and Spain is ready to try and convince them otherwise with a huge push to highlight all the things it thinks make the country cool, with a little help from MTV. The music channel will be helping Spain spread the word that there’s plenty for the under 30s to love, and it’s not as though Spain is short of music festivals to shout about. Benicassim, Sonar and Creamfields are some of the biggest, and, coupled with Ibiza, they draw an immense number of young folks looking for dance and clubbing experiences they just cant find at home. The tourism board hopes to tempt adventurous under 30s with attractions like the new half pipe for snowboarders revealed at the Sierra Nevada Ski Resort or the hugely popular kitesurfing fun found at Tarifa, but it’s not only adrenaline-pumping attractions that attract younger crowds. The popularity of the Thyssen and Picasso museums in Malaga only goes to show that younger travellers are just as interested in the chance to see great, culturally relevant, exhibitions. Whether a re-branding exercise is enough to tempt the under 30s to give Spain a try will depend on how smoothly it’s handled, because there’s nothing people like less than someone trying to force feed them the idea that they are cool. Just picture your dad in the latest Vans trainers. If Spain can sidestep that kind of disaster and instead highlight all the real Spanish attractions, flights to Barcelona might just get little hotter. |
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