In search of more tourists: the Council of Mallorca sets its sights on the United Arab Emirates and Japan

PalmaWhile institutions repeat the mantra of tourism containment, the machinery of promotion and the search for new markets to attract more tourists does not stop. In the case of the Council of Mallorca, the Minister of Tourism, Guillem Ginard, and the Island Director of Demand and Hospitality, Tomeu Ferragut, will meet with representatives of Turespaña in Italy, the United States, Japan, and the United Arab Emirates, countries that the island institution considers "markets of strategic interest" for the island. The meetings will take place during the Turespaña convention, from October 20 to 22, in Zaragoza.

However, the Council's statement does not speak of tourism promotion, but rather of a "strategy" to advance "towards a more responsible and sustainable tourism model, through the exchange of knowledge, institutional collaboration, and the analysis of the trends that will mark the evolution of the sector".

"Mallorca, as a destination, needs specialized tourism promotion, adapted to the reality and the particularities of our island. We cannot apply the same strategies as other destinations, because we have an identity, a heritage, and a landscape and cultural offering that make us unique", said Ginard, who is betting on more tourists arriving in the low season. "We must increasingly orient our efforts towards the low season and the months of less activity, with the goal of consolidating Mallorca as an attractive destination throughout the year", the minister remarked. "De-seasonalization is fundamental to move towards a more balanced tourism model, which generates economic opportunities beyond the summer months", he added.

Ginard has not deviated from the PP's script either when he defended that "it is not just about attracting more visitors, but about attracting visitors who generate more value at the right time". "For that reason, we must offer a Mallorca that goes much further than sun and beach, a Mallorca of culture, local produce, heritage, authenticity, and experiences linked to our identity", he continued.

The Council has remarked in the statement that the meeting is "an opportunity to share experiences with other destinations and strengthen coordination with the international network of Spanish Tourism Offices". "These contacts will allow us to learn about the particularities of each market, explore new collaboration opportunities and reinforce the international projection of Mallorca, taking into account the importance of tourism as the island's main economic activity and the need to advance towards a more responsible, sustainable and balanced model", the statement concludes.

One million euros in promotion

One million euros, this is the amount that the Council announced in May that it would spend on promotional campaigns for Mallorca thanks to sustainable tourism funds. The island's president, Llorenç Galmés, already remarked then that the objective was to deseasonalize, in addition to improving coexistence between residents and visitors. “We are very clear that betting on the product of Mallorca is betting on our economy and on our landscape,” he stated. The promotion was to be disseminated in Spain, Germany, and the United Kingdom through press, magazines, radio, and digital media.

The Council announced in September that it wanted Mallorca to be "an oleotourism destination" through participation in the Oleotourism Spain project. "Tourism also becomes an opportunity for farmers, producers, mills, and local businesses that keep the culture of oil alive," the island institution stated at the time.