Spain is to target travellers from the US having agreed a new partnership with Majorca-based bedbank Hotelbeds.
National tourism board Turespaña will work with the B2B wholesaler in a first ever partnership between the two organisations.
It is hoped that the tie-up will see “significant volumes” of US travellers driven to Spain due to Hotelbeds’ “leading position in the country’s outbound market.
The campaign will be targeted at US travel advisor partners that work with Hotelbeds’ retail distribution brand Bedsonline and will focus on ‘Green Spain’ in the northwest, Andalusia, the Canaries and the Balearics.
US travel advisors will be sent inspirational ideas, deals and promotions designed to encourage visitors to add Spanish destinations to their wish lists for when safe travel is possible.
Gareth Matthews, global marketing and communications director at Hotelbeds, said: “As a Spanish based company, it is an honour to partner with Turespaña.
“Spain has historically been Hotelbeds number one selling destination worldwide and our market leading position in the US outbound market ensures we are well positioned to capture significant incremental volumes from this high value market when the time is right.
“Working together with Turespaña represents an incredible opportunity that we are confident will be the start of a long term, fruitful partnership.”
José Manuel de Juan, north America director at Turespaña, added: “It is very important for us to reach out to the travel consultants and keep them both well informed and inspired so that they can offer Spain to their clients with the confidence that they are satisfying all their travel needs.
“And in the current circumstances, it is also important for us to show our support to all the members of the travel community.
“Our partnership with Hotelbeds will give us a very efficient way to do that as well as a help to inspire and encourage travel planning, as we wait for the moment to go back to Spain.”