The Costa where it all began storms back into fashion
IT WAS one of the first package holiday destinations for Britons abroad more than 60 years ago but now the Costa Brava is among a number of retro holiday destinations making a comeback.
The Spanish resort, and the islands of Malta and Madeira, are enjoying a resurgence in popularity, with Thomas Cook, the travel company, saying it has seen a surge in demand for the destinations for next summer.
The company said that the reputation of resorts such as Lloret de Mar for “Brits abroad” and Malta’s as a haven for older holidaymakers did not resonate with the younger generation. It also attributed the new trend to security fears over destinations such as Turkey.
Matthew Magee, a spokesman for the company, said: “I think enough time has passed since places like Costa Brava, Malta and Madeira had a certain reputation. Millennials perhaps don’t associate them as such and they see them for the beautiful places they are. I think value for money is the other key reason.
“With problems in Turkey last year, many in-demand islands, such as Ibiza, the Canaries and Majorca, increased prices with demand. We haven’t seen those price increases with the so-called out-of-fashion destinations and so you can get fantastic value for money.”
The company is also putting the revival down to better hotels, restaurants and attractions which have sprung up at the resorts in recent years. The Costa Brava – which Thomas Cook is selling packages to for the first time since 2009 – has one of the highest concentration of Michelin star restaurants in Spain and is home to El Celler de Can Roca, twice ranked best restaurant in the world.
Malta has the added draw of being one of the locations used in hit HBO TV show Game of Thrones, with many of the scenes in King’s Landing shot in Valletta.
The Portuguese island of Madeira is the birthplace of Cristiano Ronaldo, as well as a museum dedicated to the Real Madrid player and his CR7 hotel.
Thomas Cook reported a 40 per cent plunge in UK earnings last week but Chris Mottershead, its managing director, said he expected the company’s performance to be boosted by the revival of destinations which had fallen out of fashion.
He said: “We’ve seen destinations move up and down the popularity stakes and next year we’re predicting that Malta, Madeira and Costa Brava will catch the attention of holidaymakers who perhaps didn’t think they ticked the right box for their needs.”