Car rental company Avis has come on board as a partner of a destination marketing campaign to encourage more visitors to visit southern Europe.
Several road trip guides by Avis Asia outline itineraries for travellers to explore the Mediterranean by road, such as Croatia, France and Spain.
Highlights include a scenic drive along the Adriatic Highway; a course through southern France starting in Montpellier and venturing through Nîmes, Provence, the seaside town of Toulon and Saint Tropez; and the Bay of Biscay, starting from Bordeaux and through the Parc Naturel Régional des Landes de Gascogne, a national park famed for its scenery and abundant birdlife.
The campaign by Mediterranean Luxe was launched last year and is now setting its sights on the Asia Pacific market. It offers end-to-end travel itineraries with its 11 travel partners and southern European tourism boards.
Croatia is the latest country to feature in the expanded campaign this year, joining destinations France, Monaco and Spain.
“Our continued engagement with Mediterranean Luxe helps travellers to discover and explore some of the region’s most scenic spots by road and helps guide them to the best routes to make the most of their trip,” said Angeline Tang, regional director, leisure travel & partnerships, Asia, Avis Budget Group.
The company’s luxury line offers rental of brands such as Audi or Mercedes-Benz. It also provides travellers with a list of recommended scenic routes, lesser-known locations and driving rules for each country.
The campaign will be unveiled during luxury travel trade show ILTM Asia Pacific 2019 at the end of May.
Tourism boards backing the campaign include Croatia, Zagreb, France, Monaco, Spain and Catalonia, alongside travel services provider Kuoni, Turkish Airlines, Rail Europe and The Leading Hotels of the World.