First-ever Mediterranean-focused luxury tourism campaign comes to Southeast Asia

Blogged by @joehairie
Mediterranean Luxe – The Luxury Voyage of Europe

The Mediterranean Luxe tourism campaign will launch on 23 May with a luxurious seaborne event for elite travel partners gathered at ILTM Asia Pacific 2018 in Singapore. France, Monaco and Spain, with the region of Catalonia, Avis Car Rental and Turkish Airlines, will come together to introduce the endless tourism options offered by the Mediterranean region.

With new air transport routes recently added, Asia has never been so close to southern Europe.

Maturing markets of Asia are now ready to explore new regions of Europe in a deeper and more independent manner. More individual travellers are seeking qualitative, sophisticated curated travel experiences, including self-drive holidays that give the flexibility and freedom to choose where they want to go and what they want to see and do.

This new Mediterranean Luxe tourism programme is a tremendous opportunity for the travel industry which has seen its model challenged by online-based competition, catering to a mostly price-sensitive clientele.

Shaped by multicultural influences over the course of the last 3,000 years, the Mediterranean region is one of the world’s richest cultural ensembles, boasting hundreds of UNESCO World Heritage Sites, internationally renowned gastronomy and culture, amazing natural sceneries, sunny and mild climate throughout the year, and a liberal, open-minded population.

The Mediterranean Luxe campaign aims to demonstrate to Asian travellers that a Mediterraneanfocused travel programme is a highly desirable tourist experience. Mediterranean Luxe will encourage our travel trade partners to design and promote dedicated itineraries. These unique offerings, including an all-inclusive 10-day self-drive journey through Ibiza, Barcelona, Marseille, Cannes and Monaco, will be awarded to a lucky winner during the cruising gala event on 23 May.

The Mediterranean Luxe launch event will be graced by the presence of the Spanish Ambassador to Singapore Mr. Miguel Angel Navarro, the French Ambassador to Singapore Mr. Marc Abensour, and the Honorary Consul of Monaco in Singapore Mr. Jean Marc Deromedi. Acclaimed Michelin-starred French Chef Lionel Levy from Marseille will be present to prepare a scrumptious selection of Mediterranean specialities.

This first-ever Mediterranean-focused tourism campaign is expected to receive an overwhelming response from Asia’s travel trade and general public.


About Atout France
Atout France, headquartered in Paris, is the official government agency whose mission is to develop travel and tourism to France. Atout France, AKA the France Tourism Development Agency, is responsible for promoting France abroad and developing France’s tourism economy. As the French government’s sole operator regarding the promotion of all aspects of tourism in France, the agency provides services and events for tourism professionals (press, tour operators and travel agents as well as event planners) and information to the general public. Atout France owns a global network spread over 33 countries, covering 55 markets. We work in partnership with public and private organizations and companies involved in the tourism industry, i.e. over 1,200 members representing the whole spectrum of France’s tourism sector, as well as with local partners.

About Monaco Government Tourist Authority
Monaco Government Tourist Authority has its Asian Headquarters in Singapore, covering 12 territories in Asia, including Southeast Asia, Greater China and South Korea. The Tourism Bureau handles general tourist information and requests about Monaco, MICE (Meetings, Incentives, Conventions and Events) and aims to promote Monaco as an attractive destination for Asian travellers.

About Spain Tourism Board
The Spain Tourism Board is responsible for promoting and marketing travel and tourism to Spain from Southeast Asia, Australia, and New Zealand markets respectively. It gives out information about travel to Spain and organises activities which help to promote tourism in Spain from all these mentioned countries. Its work closely with the Regional Tourism Offices, City Tourism Offices, Convention Bureaus, local travel entities and private sector service providers in achieving this goal and aim. It bridges all stake holders such as the wholesalers, travel agencies and tour operators from all these mentioned markets with the local Spanish tourism authorities and Spanish ground operators from both the public and private sectors.

About Catalonia Tourism Board
With the collaboration of the Spanish Tourism Board in Singapore, the Catalonia Tourism Board (AsiaPacific regional office in Singapore) works to consolidate Barcelona, the regional capital of Catalonia (NorthEastern Spain), as one of the gateways to Spain, and to promote Catalonia as a premium destination with an amazing lifestyle and high quality of life inspired by the Mediterranean.

About Avis
Avis Car Rental and its subsidiaries operate one of the world’s best-known car rental brands with approximately 5,500 locations in more than 170 countries. Avis has a long history of innovation in the car rental industry and is one of the world’s top brands for customer loyalty.

About Turkish Airlines
Turkish Airlines operates daily non-stop flight between Singapore Changi Airport to Istanbul Ataturk Airport connecting passengers to 302 destinations worldwide. Enjoy the Turkish hospitality from the time you take off. Turkish Airlines was awarded by 2017 Skytrax World Airline Awards “Best Business Class Onboard Catering”, “World’s Best Business Class Lounge” and “Best Business Class Dining Lounge”.


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