Discover all that Gibraltar has to offer as we revisit the Gibraltar Tourist Board and speak to The Hon. Christian Santos GMD MP, Minister for Equality, Employment, Culture and Tourism, who brings us up to date with the territory’s recent rebrand and its newly launched marketing campaigns.
Q&A WITH THE HON. CHRISTIAN SANTOS GMD MP, GIBRALTAR TOURIST BOARD
Can you firstly talk us through the Gibraltar Tourist Board’s purpose and mission?
The Hon. Christian Santos GMD MP, Minister for Equality, Employment, Culture and Tourism (CS): The Gibraltar Tourist Board is the marketing division of the Gibraltar government for tourism. Our objective and mission are to market Gibraltar abroad and make sure that everyone is aware of the gem Gibraltar is – the key to the Mediterranean.
How do you promote Gibraltar and everything it has to offer as a destination?
CS: We’ve just launched a rebrand of Gibraltar’s image as a whole, which includes a revamp of our website. We have a new advertising campaign focused within the UK, our main feeder market. We’ve got a new, ongoing marketing campaign called ‘Where the Med Begins’, with TV, digital, radio, and printed press coverage throughout the year. We also attend a lot of different conferences around the world to promote Gibraltar as both a leisure and MICE (meetings, incentives, conferences, and exhibitions) destination.
We actively promote the cruise industry and advertise in buses, planes, and magazines. We have ongoing campaigns with EasyJet and British Airways, and there’s a lot of in-person conferencing as well. We have an office based in London, UK so our representatives can easily get to various industry and trade fairs.
What are some of the most popular experiences for tourists in Gibraltar?
CS: The jewel of our tourist product is the Upper Rock Nature Reserve. The rock is unique to us; it is complete with beautiful walks, sights, and attractions, and of course we have our Barbary Macaques. Observing them living in the wild is fantastic to see.
We’ve also got St. Michael’s Cave, a venue complete with a theatre inside which hosts lot of events, and Gorham’s Cave Complex, a UNESCO World Heritage Site.
You can see the tunnels from the Great Siege and World War II; Gibraltar is steeped in history, and a lot of our tourist product is formed from this, especially our rich military history.
Our gastronomy and lifestyle are a major selling point; Gibraltar is where the Mediterranean begins. We are fortunate to have the Mediterranean lifestyle reflected in our food, weather, and temperament, with British influences of language, culture, and history. Gibraltar is certainly unique and has so much to offer visitors who will appreciate this duality.
Equally, what upcoming events are happening that tourists can look forward to?
CS: We have a very rich cultural calendar year-round and hold a lot of our tourism-led events in the summer where outdoor living comes into its own. The Calentita Food Festival is a popular gastronomic event taking its name from one of our unofficially recognised national dishes. The festival puts the spotlight on the vast cultural diversity we are fortunate to have in Gibraltar.
Tourists can also appreciate our concerts and musicians whilst here. International group Nile Rodgers & Chic are playing here this summer, as well as Melon Diesel, a local band who found success in Gibraltar and Spain and are playing a concert in their hometown to celebrate their 25th anniversary.
Later in the year, we have the Festival of Lights and the new year celebrations, held at one of Gibraltar’s public squares. The festival officially opens up the Christmas season, which has become a time when there is an influx of visitors to Gibraltar. The spectacle includes music, dance, and potentially a visit from Santa who takes time out of his busy season to switch on Gibraltar’s Christmas lights. Gibraltar is always a pull for tourists who wish to spend their winter holidays in milder temperatures.
We are about to launch the speakers for this year’s International Literary Festival in November. We have a great line up of well-known authors and personalities coming from the UK to take part in this very successful and popular event, which is the highlight of our literary calendar.
What, in your opinion, is one of Gibraltar’s most underrated landmarks?
CS: Gibraltar is full of attractions. However, what may sometimes be underrated or overlooked is not physical landmark or attraction, but our unique lifestyle.
When on holiday, most of us want to immerse ourselves in the local culture, and this is something Gibraltar has in spades. We are a culturally diverse and inclusive community where you can relax, enjoy the weather and food, have great conversations, as well as visit historic landmarks and take part in fun adventures.
Why should someone visit Gibraltar in 2024?
CS: Gibraltar has a great energy with a welcoming community who will always make tourists feel at home. Our unique culture is its own attraction.
There is a wealth of offerings for the history buff, the nature lover, the beach goer, or the cycling or walking tourist. Our tunnels and caves have existed for millennia and this year we are opening the Northern Defences, an integral part of our protection during World War II. Investment in an interpretation centre has paid off, giving visitors an immersive experience taking you right back to the era.
Our Mediterranean lifestyle makes Gibraltar feel like home away from home; this is what makes the rock special and unique. You will quickly feel part of our community and will leave with plans to return!
Are you optimistic about the future of tourism in Gibraltar?
CS: I am extremely optimistic. Our recent rebrand and marketing campaigns will showcase Gibraltar to new audiences, and I am sure once people see what we have to offer, our tourism industry will increase further.
We exceeded our pre-COVID-19 pandemic numbers in the first quarter of 2024, and we show no sign of slowing down. We will continue working hard to ensure Gibraltar has a tourist offering which guests deserve and love.
