Argentina embarks on largest ever UK drive

Argentina embarks on largest ever UK drive

South america

Report by PAULNORRIS

ARGENTINA has laun-ched its biggest-ever marketing campaign for the UK.

The South American country is to spend $500,000 next year on promotions, trips and marketing to position itself as a safe long-haul alternative to the US and Far East.

Previous initiatives have been confined to the annual World Travel Market appearance, but the events of September 11 have prompted more concerted action.

The first step was to create a dedicated ministry of tourism, culture and sport, run by secretary of state Hernan Lombardi.

In an exclusive interview with Travel Weekly, Lombardi said the marketing push should see UK numbers rise from 25,000 to 40,000 by 2004.

He said: “The US and Far East will suffer and it is time for new markets. We are safe and far from any conflict.

“Our tourism will strengthen after September’s events, along with places such as South Africa, other countries in South America and Australasia.”

Lombardi said the three main strands of the drive would feature the cities, Patagonia and the countryside. He also wanted activity holidays to feature.

He added that the relaunch of long-haul Aerolineas Argentinas flights, after six months of being grounded due to financial problems, was a major boost to the country. He suggested British Airways, which has five weekly flights to Buenos Aires, could codeshare with the carrier.

Currently, travellers from the UK use BA or fly with bmi british midland to connect in Madrid with Aerolineas. Connections are also available with Lufthansa through Germany.

Argentina offers a $399 air pass for three internal flights to help tourism.

Lombardi also said that Argentina would continue to work with neighbouring Chile as a two-centre destination.