Ready for Spanish inquisitions

Ready for Spanish inquisitions

Spain has long been a favourite with British tourists looking for a value sunshine break. Natalie Williams look s at the Spanish Tourist Board’s attempts to raise agent knowledge and sell higher-value holidays

Nobody can doubt the importance of Spain to the UK travel industry.

It stands just behind France in respect of British visitor numbers, and its number two spot is mirrored with its ranking as the world’s second most popular destination, according to the World Tourism Organisation.

It’s no surprise, then, that the Spanish Tourist Office teamed up with the Institute of Travel and Tourism to launch a training programme for agents.

The course, known as the Spain Specialist Programme, started last October and so far has had a 100% success rate.

The CD-ROM-based correspondence course is aimed specifically at International Air Transport Association or ABTA-approved travel agents with a genuine interest in promoting Spain as a holiday destination for British tourists.

The country has much to offer tourists, and the course majors heavily on its attractions – history, culture, art, architecture are all covered. Leisure and adventure opportunities abound too. Many agents probably won’t realise that Spain is the second most mountainous country in Europe, and boasts the continent’s longest coastlines. The course aims to acquaint agents with all that the various regions provide.

STO director for UK and Ireland Manuel Butler explained that the programme aims to develop true Spanish specialists.

“We want the travel agents to have a thorough knowledge so that we can recommend them to the public.This will help sell better packages of a higher value – and see agents getting much higher commission,” he explained.

“After the course, we keep in contact with them and at the end of the year we will hold an educational to Spain for everyone who has successfully completed the course.”

ITT executive director Brian Leeder added: “The course was developed in America and the equivalent of the ITT in the US accredited it, so the STO asked us to do the same over here.

“As well as gaining the diploma certificate, people who pass the course become members of the Institute. That gives them letters after their name and members’ benefits, such as the opportunity to mix with the senior people in the industry, access to our members’ website featuring on-line training, references and career opportunities. We also provide a free legal helpline and cheap subscription rates for Travel Weekly.”

Course material is posted to agents who can work through it at their leisure. Most take three months, but spending a year on the course is equally acceptable. Participants decide when they take the final exam.

Successful participants will continue to receive the board’s newsletter, NewsSpain, after completing the course to keep them up-to-date on new travel products in Spain.

Butler emphasised that the STO is not working with any particular tour operators but “is concerned with the destination and agents”. She added that tour operators’ staff are also welcome to take the course.

The names of successful participants will be included on the STO website as a reference for consumers.

Educators: Brian Leeder (top) and Butler hope the new programme will help to develop true Spanish specialists