Excellent example for branding by travel-domains: ibiza.travel
With such a tourist draw combining sports, gastronomy, nightlife, and more, Ibiza's Consell Insular d'Eivissa needed a clear marketing message for its tourism department; thus, www.ibiza.travel was launched. Announced at the World Travel Market in 2007, www.ibiza.travel was originally created in three languages: Catalan, Spanish, and English and continues to add languages with its current website available in German, Italian, and French.
"We adopted ibiza.travel to support the local Ibiza travel industry," stated Josefa Marí Ribas of Consell Insular d'Eivissa. "With such great importance to the global tourism industry, .travel was a logical choice to promote our accommodations, sports, culture, and gastronomy."
The web statistics are a clear sign of Consell Insular d'Eivissa's success in choosing to implement .travel in its marketing campaign to raise the awareness of this Mediterranean hot spot. In 2008, the site received nearly 85,000 visitors. For 2009, it is predicted to well surpass that number as the first quarter of 2009 had nearly 40,000 visitors. Additionally, the ibiza.travel site is enticing new travelers. It continues as a trend that year after year roughly 75% of all website views are from new, first time viewers.