LANZAROTE - FISHING FOR TOURISTS IN LAS VEGAS
This week, the 'Lanzarote Tourist Board' together with the 'Society for the Promotion of Lanzarote Abroad (Sociedad de Promoción Exterior de Lanzarote - SPEL) went to Las Vegas in search of customers. At the international trade fair 'Routes World 2022' they tried to get in touch with the global tourism industry.
A 'Closer Look' by Chris Ernst (Editor Montefuego Media Services)
Las Vegas is considered a stronghold of gambling and the last hope for many who hope for the 'lucky punch' because other ways have not worked out so far.
Let's hope that this is not a bad omen for the participation, which the Cabildo de Lanzarote communicated in today's press release as a 'special highlight'.
The general consensus is certainly that Las Vegas is colourful, gaudy, loud and has a legendary reputation for glamour. However, it is also part of the truth that it is 8,500 kilometres away from the central and established target markets in London, Dublin or Berlin, and in exactly the opposite direction.
Since the 'Lanzarote Tourist Board' can hardly be concerned with 'ploughing' the regional market in the western United States in terms of advertising, participation in this fair can only serve as a 'contact option'. This 'tourist speed dating' really has more in common with the haphazard spinning of a slot machine than the targeted acquisition of serious and potentially valuable cooperation partners.
LAS VEGAS - The alluring glamour of the big stage
It also remains extremely questionable whether an excessively forced extensive market cultivation is really more sensible for Lanzarote than the systematic intensification of existing contacts in the established markets, such as the United Kingdom, Ireland or Germany.
For in these established markets it would be more promising to inspire the next generation for Lanzarote than to try to conquer new markets that have no idea what Lanzarote is.
But instead of going on the global hunt for the tourist jackpot in the neon lights of Las Vegas casinos, Lanzarote should do its homework and strengthen its crumbling appeal among Generation Z and Millennials where it already has a 'foot in the door'.
Contacts in the Asian, Arab or US-American economic areas certainly adorn the portfolio and also the accountability report of the "Society for the Promotion of Lanzarote Abroad", however, the effort here will hardly be in proportion to the return.
"If you want to pee with the big dogs, you have to get your leg up !" - Folk wisdom
Here are some impressions of the convention 'Routes 2022', which were kindly made available to us by the organiser and give an overview of the orientation and the clientele of this tourist event. By the way, the next 'Routes' will take place in Istanbul in October 2023.
It remains to be seen whether Lanzarote will also pick up the trail of potential cooperation partners on the Bosporus.
"If you want to pee with the big dogs, you have to get your leg up !" - Folk wisdom
Here are some impressions of the convention 'Routes 2022', which were kindly made available to us by the organiser and give an overview of the orientation and the clientele of this tourist event. By the way, the next 'Routes' will take place in Istanbul in October 2023.
It remains to be seen whether Lanzarote will also pick up the trail of potential cooperation partners on the Bosporus.
Text: Chris Ernst | Photos: Editorial Network Montefuego Media Services | Informa Routes World