Andalucia is setting its sights on attracting affluent tourists from North America, a market segment that promises significant economic gains. This week, the region is participating in ILTM North America (International Luxury Travel Market), the most important trade fair for luxury tourism in the United States and Mexico.
The Andalucian Council for Tourism, Culture, and Sports is currently present at the event, which for the first time is taking place in Nassau, Bahamas. The focus is on promoting the abundant tourist attractions that the region has to offer to a demographic with high spending power.
United Airlines has already indicated that there is a “strong demand” for the route between New York and Málaga and is considering extending the service beyond the summer season. Andalucia, known for its golf resorts and cultural landmarks, has been actively working on expanding direct flights from the US and tailoring its marketing toward luxury segments like golf tourism for some time now.
The Andalucian delegation is expected to have around 70 meetings with travel agencies and tour operators from the US and Mexico. Companies like Virtuoso, Traveller Made, Signature Travel Network, and Ensemble Travel will be in attendance, as will independent travel advisors and bespoke experience designers.
The aim of these meetings is to promote “high-impact tourism” in the region. Andalucia is seen as a particularly competitive destination, not just for its high-quality hotels, but also for the unique, differentiated experiences it has to offer.
From January to July of this year, hotels in Andalucia already welcomed over 370,000 American visitors—a 33% increase compared to the same period last year. The number of overnight stays also increased by 33%, underscoring the importance of this growing market.
Through such initiatives, Andalucia aims to become a major player in the luxury tourism market, a sector that not only has higher economic value but also helps to counteract the seasonality of tourism in the region.