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'Spanish lifestyle' hoped to encourage Costa Blanca holidays
The appeal of the Spanish lifestyle is hoped to encourage more people to take Costa Blanca villa holidays and other breaks in the country this year.
A new promotional campaign was launched by the national tourism ministry recently featuring the slogan 'I need Spain'.
The authorities estimate that the initiative will reach some 400 million people in 40 countries around the world.
One of the unique aspects of the campaign is the cooperation of chef Ferran Adria, owner of the world-renowned El Bulli restaurant near Barcelona.
The ministry revealed that Adria would be a "tourism ambassador" who will highlight the appeal of Spanish holiday options, such as Costa Blanca villa breaks, to consumers.
In a statement announcing the campaign, the ministry said: "The essence of the campaign is the Spanish lifestyle, which attracts more than 50 million tourists a year."
Spain has traditionally been the most popular overseas holiday destination among British travellers for many years.
In 2010, the country is expected to face stiff competition from the likes of Turkey and Egypt.
Posted by Corinne Moore
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