| Journal: TWUK | Section: |
| Title: | Issue Date: 16/10/00 |
| Author: | Page Number: 36 |
| Copyright: Other |
Media emphasis on nightlife ‘discourages family market’
TOUR operators claim families are being put off booking holidays to Ibiza because of its media-cultivated image as a clubbers’ paradise.
Thomson Ibiza Gold team manager Andrew Willis said people who had not previously visited Ibiza continued to get a distorted view from the media.
He said: “There are some clients who have been coming to Ibiza for 15 to 20 years. They know the truth about Ibiza and what it has got to offer.
“They have seen enough of the island to contradict what is said in the papers and on television. The problem is educating those who haven’t been.”
First Choice short-haul marketing manager Tim Williamson said operators needed to build awareness of the other qualities Ibiza had to offer and the different markets it serves.
He said: “We need to keep the balance to make sure the family market doesn’t lose out to the youth market.
“The resorts in Ibiza are quite different and situated well apart, appealing to holidaymakers young and old”