The cultural challenge of Palma 2031

In a few days, Palma City Council will officially present its bid to become the European Capital of Culture 2031. It's a crucial moment: either the opportunity is seized to rethink the city through culture, or it will be just another marketing ploy, yet another appeal from a city that perhaps doesn't need to attract more international attention. Little is known about the project that will underpin the bid, beyond a few figures. If Palma is chosen, €48.5 million will be mobilized between 2026 and 2031, and investments linked to the capital status could reach €275 million. A significant portion of this money, however, is earmarked for projects announced by the People's Party (PP) even during the campaign, such as the repurposing of the Gesa building and the renovation of the Plaza Mayor with the city's interpretation center. The team led by Mayor Jaime Martínez states that it wants to "transform Palma through culture." He even stated that many cities use their bid for European Capital of Culture to heal their deepest wound, which in Palma's case is overcrowding. The intention would be to transform the city's tourism model through culture. But this is a huge promise that can only be credible if the project truly takes root in society and its own culture. Certainly, culture can be an engine of transformation, as we have seen in other European cities. But for this to happen, a solid civic base is necessary, along with working with the local creative community and having a global perspective that is not limited to the visual arts. And this is where Palma falls short. The municipal government has implemented a policy of major exhibitions at a remarkable pace, placing the visual arts at the heart of its cultural narrative. However, the effort to nurture emerging creative talent is insufficient, and culture as a whole—music, performing arts, literature, language—remains secondary. The first public presentation of the candidacy revealed a clear tourism bias, despite repeated assertions that the aim is not to increase tourism through the title. However, the City Council has also promoted it at major industry fairs. And the proliferation of planned interpretation centers suggests a focus on a cultural product for visitors rather than a transformative process for residents. The model evoked seems to be that of Málaga, which Martínez himself initially cited as an example, but later dismissed after hearing the criticisms: large exhibitions, fascinated tourists, but little capacity to generate a sense of belonging and real cultural enrichment. More than a title, Palma needs a legacy. The process leading up to 2031 should set concrete objectives: improving social access to culture, equipping facilities, professionalizing the sector, and stimulating creativity. In fact, the challenge of the project should be defining its legacy: what we all want to remain after 2031.