Crafts, the new way to discover Mallorca

Mallorca is taking steps to consolidate a tourism model that highlights what makes it unique: its culture, local talent, and the crafts that form part of the island's identity. Along this path, crafts are emerging as one of the key elements with the greatest potential to connect visitors, residents, and the island through authentic experiences. With this vision, the Council of Mallorca is promoting the Mallorca Artisan Fashion Route, an initiative that invites visitors to discover the island through its workshops, its creators, and the processes that bring to life pieces crafted with knowledge, time, and tradition. The aim is to connect the creativity and knowledge behind crafts with the people who visit the island. Today, tourism values ​​experience, quality, and distinctive, unique elements. And crafts are precisely that: the history of a territory, of its customs, transformed into art and presented in multiple forms.

This initiative has been showcased internationally at ITB Berlin, with a presentation organized by the Responsible Tourism Foundation of Mallorca as part of its program of activities for attending this tourism fair, the most important in the world and one of the sector's main global meeting points. The event brings together institutions, companies, and professionals each year to share initiatives that are shaping the present and future of tourism.

The German tourism sector has shown its support for the tourism strategy promoted by the Council of Mallorca at the ITB Berlin trade fair. During the event, some of the key players in the German market publicly demonstrated their support for the principles of the Mallorca Pledge, the commitment to responsible tourism on the island, and thus reinforce the Council's roadmap for moving towards a more sustainable and balanced tourism model aligned with the well-being of residents and visitors. Germany, Mallorca's main source market and one of its most historically loyal, is thus consolidating its position as a strategic partner in this transformation of the tourism model. The public signing of the Pledge was attended by some of the leading companies and organizations in the German market, including TUI, Alltours, DERTOUR Group, ASI Reisen, and DRV (Deutscher Reiseverband), the main association of the German tourism sector. With this gesture, the sector wanted to express its support for Mallorca's strategy and strengthen collaboration between the destination and the source market to promote responsible tourism development based on planning, sustainability, and respect for the environment.

Another way to discover the island

In this context, the Consell de Mallorca (Island Council) presented the Route at an event held at the Umweltforum in Berlin, geared especially towards the German market and conceived as an immersive experience to showcase a different way of discovering Mallorca: through its crafts and cultural identity. The President of the Council of Mallorca, Llorenç Galmés, led the event along with the brand ambassador, Carolina Cerezuela, and emphasized that the initiative represents a new way of approaching the island. "Mallorca is not only visited, it is also worn," he stated during the presentation, underlining that the Route offers "a different way of discovering Mallorca, through those who create it with their hands every day." Galmés also highlighted that this initiative aims to project the talent of the island's artisans internationally and reinforce the commitment to a more authentic, sustainable tourism model linked to the land. A way to experience Mallorca from its roots, valuing time, tradition, and identity. Ultimately, reinforcing the Mediterranean essence and celebrating this special way of living and understanding the world.

The project aims to highlight the value of craftsmanship in a society marked by immediacy. Artisan trades represent another way of conceiving time: the time needed to learn a technique, perfect it, and create unique, lasting pieces. In the face of accelerated production and current consumption patterns, the Mallorca Artisan Fashion Route champions the value of work done calmly, knowledgeably, and with a sense of identity, transforming craftsmanship into a contemporary cultural expression. The Berlin event was conceived as an immersive experience that symbolically recreated an artisan market and allowed attendees to meet firsthand the five families that make up the Mallorca Artisan Fashion guarantee brand, promoted by the Consell de Mallorca to protect and promote the island's artisan production. This seal certifies the product's Mallorcan origin, the quality of its craftsmanship, and its artisanal authenticity. The brand groups creators into five main categories that reflect the richness and diversity of Mallorcan artisanal knowledge: textiles and clothing, jewelry and ornamentation, plant fibers, leather, and footwear. The Route connects workshops spread across different municipalities and transforms the map of Mallorca into a journey through its living identity. Santa María, Alaró, Artà, Inca, Lloseta, Pollensa, Esporles, Cala Rajada, Palma, Campos, and Sóller are part of this itinerary, which invites visitors to discover the island through its towns, streets, and active workshops.

Through this route, visitors will learn about the creative processes, traditional techniques, and how these interact with contemporary design. The Route thus becomes a proposal that unites culture, territory, and the local economy, promoting sustainable craftsmanship with its own visual identity and a vision for the future.

The presentation also incorporated a gastronomic offering that reinforced the link between culture and territory. Mallorcan chefs Ariadna Salvador, Juan Pinel, and Miquel Calent have brought to the culinary realm the same values ​​championed by the brand: local produce, Mediterranean identity, creativity, and respect for tradition.

In this way, the Mallorca Artisan Fashion Route is envisioned as an invitation to explore the island at its most authentic, where tradition and innovation coexist to demonstrate that true luxury lies in time, craftsmanship, and tradition.

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