Around 20 agents take part in a networking session to learn more about its operation and the investments being carried out with the ITS
The initiative is complemented by a B2B media communication campaign to convey the message to frontline sales agents
The Balearic Islands Tourism Strategy Agency (AETIB) held a networking event yesterday in London with British travel agents and tour operators to train frontline sales professionals on the workings of the Sustainable Tourism Tax (ITS) and to explain the investments being made in the Balearic Islands thanks to contributions from visitors.
The event brought together nearly 20 British tourism professionals specialised in selling Balearic destinations — a profile that deals directly with the end customer, plays a key role in destination choice, and does not always have the necessary information to clearly and positively communicate the purpose and value of the ITS to their clients.
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AETIB conducts training in London for British travel agents on the Sustainable Tourism Tax (ITS)
During the session, Miguel Ángel Rosselló, coordinator of the Ministry of Tourism, Culture and Sports, explained the Balearic Islands’ commitment to a more responsible, sustainable, and balanced tourism model, as well as the key role travel agents play in conveying this message to their clients.
“The Sustainable Tourism Tax (ITS) is an essential tool for transforming our tourism model. Thanks to it, we are financing nearly 300 projects worth almost €850 million. Projects that help mitigate the impacts of tourism and improve the destination,” Rosselló stated.
Rosselló informed attendees about how the ITS works, its rates and purposes, and gave examples of projects being carried out in the islands thanks to this tax. He also presented the latest updates to the website illesostenibles. travel and other useful information to better inform clients interested in travelling to the islands.
Strategic objectives of the event
The London event is part of AETIB’s strategy to strengthen the Balearic Islands’ position as a benchmark in sustainable tourism. Holding it in July responds to three strategic objectives:
- Meet the demand for continuous training: Addressing the growing need for agents to have updated and detailed information about the ITS and the tourism offer beyond the high season.
- Promote the destination in the off-season: Convey to agents the added value of the tourism offer during the low season and reinforce the message of seasonality reduction.
- Strengthen sector confidence: Positioning the Balearic Islands as a safe and welcoming destination in a context affected by recent public demonstrations.
Campaign with Selling Travel to reach more British agents
As a complement to this action and in line with strengthening the Balearic Islands’ position as a sustainability benchmark in the British market, AETIB has launched a communication campaign with the B2B outlet Selling Travel, which will remain active until November.
The goal is to convey the message about how the ITS works and the Balearic Islands’ commitment to sustainable tourism to a greater number of tourism professionals in the United Kingdom. The initiative will include editorial, training, and advertising content focused on sustainability, the ITS, and the advantages of travelling to the Balearic Islands during the low season.