Many a British child has grown up with happy memories of family holidays on the green and pleasant island of Menorca.
Its child-friendly reputation is based on solid foundations: smaller, quieter and less-developed than Majorca, it nevertheless has nearly as many fine, sandy beaches as Majorca and Ibiza combined, plus direct flights from 17 UK airports.
The British family market is still Menorca’s number one. But as the regulations surrounding taking children out of school during term-time are tightened, the island has found that the lion’s share of its British visitors are flooding to Menorca within the set holiday parameters, leaving capacity to spare in the shoulder seasons.
“We are trying to show the British that we are more than a sun and beach destination,” says Lazaro Criado, tourism minister for Menorca. “We want to keep attracting British families for the bucket and spade holidays we are well known for, but also attract more adults and niche market travellers in the shoulder seasons.”
Menorca is truly diverse, so it’s just a matter of packaging its varied attractions in a tourist-friendly way, and promoting them properly. Last month the tourist board launched a campaign, called Menorca – Warm at Heart, featuring a special ‘fun bus’ that toured eight cities across the UK and welcomed nearly 7,000 consumers onboard. It also hosted agent training events in Falkirk, Leeds, Stockport and Crawley.
Menorca for grownups
Tourists free to travel outside the school holidays will find plenty to enjoy, not least the same stunning beaches that attract families. The balmy Mediterranean climate means that average temperatures are in the mid-20s even in June and September.
Certain areas are more suited to couples. Suggest Es Castell, a waterfront town near Mahon, and S’Algar, a tranquil spot at the island’s very south-eastern tip. Cala Galdana’s horseshoe of golden sand is called the queen of Menorca’s coves, and Cala Santandria and Sa Caleta are quite beaches near Ciutadella.
The current capital, Mahon, and the former capital, Ciutadella, are picturesque small cities ideal for sightseeing and people-watching, and the island’s green countryside offers plenty of scope for gentle activities. The Cami de Cavalls, an ancient 115-mile bridle path that encircles the island, is open only to hikers, riders and cyclists. Clients can explore a nature reserve on horseback from Son Xoriguer, or climb Monte Toro.
Festivals run throughout the summer. The most famous is the San Juan Festival, held on June 23-24 in Ciutadella, where horses are ridden through the streets and there is much drinking of pomada, the cocktail of local gin and lemonade.
The Menorcan tourist board is working to promote the many music festivals held on the island, which include classical, opera and jazz performances. Tourists can also enjoy a series of gastronomy events in eight villages during weekends in May and October. There are fixed-price menus in restaurants, plus markets and cooking demonstrations.
New product
Operators are reacting to the shift in tourist type with new packages.
New this year is the Thomson Couples range, featuring child-free properties of four-star standard or above. These include the four-star-plus Hotel Audax in Cala Galdana, which features a superb spa, two restaurants and a weekly poolside barbecue, as well as a sports and nature programme that includes watersports, guided nature walks, fishing and archery.
Sovereign Holidays, which features eight hotels in Menorca, recommends Hotel Audax’s new Premium Rooms, which have been refurbished to a high standard. Couples can prebook local activities such as mountain biking, kayaking, riding and yacht charters.
Also new this year is Thomas Cook’s Adult Style collection. In Menorca, the range features the three-star Hotel Xuroy, on the edge of the sandy cove of Cala Alcaufar, and the four-star Hotel Agamemnon, which offers beautiful views of Mahon harbour.
Cosmos has two new properties at competitive prices for the shoulder season: it offers self-catering units at Hamilton Court in Santa Tomas from £253, based on eight sharing a three-bedroom apartment; and all-inclusive stays at the Cales de Ponent in Cala Santandria from £399. Both rates are for seven nights, flying from Luton in May. Also new for this summer is Hotel S’Algar in the quiet resort of S’Algar, suitable for couples seeking tranquillity.
Jet2holidays has added 17 hotels in Menorca for 2011, many targeted at the couples market. It has two new hotels in its Adult Choice portfolio: Port Mahon, in a quiet area with great views of the harbour; and Sol Menorca, an adult-only property on the beach in Santo Tomas.
Three of its Luxe Collection properties are new this year: Valentin Star, which overlooks Cala’n Bosch marina and is ideally situated for the local nightlife; Port Ciutadella, which has an airy and minimalist feel on the island’s west coast; and Hotel Santo Tomas, a low-key, relaxed property, right on the beach.
Attraction World has expanded its range of activities and excursions in Menorca this year. Tours include a full-day sailing trip, a jeep tour, an island tour and an evening visit to Cova d’en Xoroi, the nightclub within a cave.
Sample product
Thomson offers a seven-night Couples holiday at the Hotel Audax on a half-board basis from £590, departing Gatwick on May 14.
Book it: thomson.co.uk/couples, 0871 200 4455
Headwater offers an eight-day Coastal Trails of Menorca independent walking itinerary, available in May, June, September and October, with seven nights’ half-board accommodation in a converted finca near Ciutadella, car hire and Thomson Airways flights from Gatwick, from £788.
Book it:headwater.com, 01606 720199
