Tour operators have been urged to consider the little known city of Valladolid in Spain in their itineraries after it was used to host this year’s Aito Overseas Conference.
Around 120 delegates attended this year’s Aito conference in Valladolid, which is reached by flights to Madrid followed by an hour’s journey using Spain’s high speed train link.
UK director of the Spanish Tourist Office Manuel Butler said Valladolid was a good example of a city that was not overcrowded with tourists and could offer a range of cultural and historical activities for the British market.
“We are committed to sustainability and one of the actions is to spread out the flows of tourism to bring tourists to less well-known destinations, like Valladolid,” said Butler.
“It is only one hour by train from Madrid and offers culture, wineries, a castle, and has a lot of added value for tourists. I don’t see it as a mass market destination so clients need to be interested in culture and gastronomy.”
Rather than investing in advertising the destination, the tourist board said a more effective way to increase awareness of the city was to bring tour operators to the city and encourage them to include it in their itineraries.
“Tour operators and travel agents are key; we have to work with them [to promote Valladolid],” he added.
