SPEAK of Catalonia and most people think of beach holidays along the Spanish Costa Brava. But in fact, the region also offers much more – opportunities for walking, discovering the culture and art and even skiing – are all aspects of the area the tourist board is keen to promote.
Catalan Tourist Board director David Miro said: “Catalonia is best known for the Costa Brava but it’s not just beaches – we’ve got virtually everything in this tiny region of 20,000sq miles.
“We would like people to know more about the region than simply focusing on the Costa Brava.”
In an attempt to broaden the knowledge of the region the tourist office has increased its marketing efforts in the last 12 months by investing more time and money in organising educationals.
“That way agents can see for themselves just how diverse the region actually is,” said Miro.
Mundi Color marketing consultant Tony Maniscalco added: “Barcelona and the Costa Brava are very well known but the region also has beautiful countryside, activities, history and very friendly people.”
Indeed, the best asset of Catalonia is its diversity. Miro said: “You can ski in the morning and sunbathe in the afternoon, and the next day take in the culture of Barcelona, the historical town of Tarragona and cathedral city of Gerona.”
Catalonia encompasses Barcelona, Costa Brava, Costa del Maresme, Costa del Garraf and the Costa Dorada, a long stretch of the Pyrenees and the wine-growing areas of the Penedes.
The area is typified by its individuality, down to its own government, cuisine, culture and language – a legacy of its close proximity to France and the independent spirit of its people.
Catalans are very patriotic people and think of themselves as being different to other Spaniards.
The home of Salvador Dali, Antoni Gaudi and for a time Picasso, it has a rich tradition of art, design and style.
The inland scenery is stunning and reminiscent of Tuscany, with rolling hills, ancient villages and farmhouses, while the coastline has a dramatic and beautiful aspect.
And even if operators are not yet prepared to brochure it separately, they are beginning to recognise the region in its own right.
Both the coastline and the interior of Catalonia are being targeted through the Tourist Excellency Plans – an investment campaign devised by the Spanish government to promote tourism.
Around £1.8m is being spent in the coastal town of Calella and another £2.16m in Valle de Boi, in the Pyrenees. The investment will focus on historic sites, public spaces, public services and the area’s natural environment.
Last year alone, 1.25m Britons visited the region, accessible from the UK via a large number of charter flights.
The tourist board is targeting airlines to launch further direct scheduled flights from the UK and Ireland. These include routes from Dublin to Barcelona, Reus and to Gerona.