The Council will spend one million on promoting Mallorca in various campaigns
The first is 'De verdad' and vindicates the local product, the culture and the traditions of the island
PalmThe Consell de Mallorca will invest one million euros in various advertising actions to promote Mallorca during 2026. It begins with 'De bon de veres', focused on promoting local products and the island's identity. Singer-songwriter Jaume Anglada and chefs Margalida Alemany and Joan Pinel participate, without charge, as ambassadors.
The campaign aims to promote Mallorca's culture, gastronomy, traditions, landscape, and sports both on and off the island. The president of the Consell, Llorenç Galmés, explained that the project will be financed with funds from the Sustainable Tourism Tax (ITS) and assured that it will be "the first of many" similar initiatives.
As Galmés defended, the objective is also to contribute to the de-seasonalization of tourism and improve coexistence between residents and visitors. "We are very clear that betting on Mallorca's products is betting on our economy and our landscape," he stated.
In addition to local promotion, the initiative will also be disseminated in Spain, Germany, and the United Kingdom through press, magazines, radio, and digital media. This part of the campaign will have a budget of 120,000 euros.
The experience of living in Mallorca
The visual direction of the project will be articulated in two creative lines. One will showcase local produce as part of the experience of living in Mallorca, while the other will focus on the production processes to vindicate the crafts, materials, and time dedicated to each product.
During the presentation, Galmés also highlighted that the average tourist spending in Mallorca has increased since 2025 thanks to the containment of visitors during high season and the growth of tourism in low season. As he assured, the Consell has increased aid for local produce by 60% throughout the current legislature.
For his part, the island councilor for Tourism, Guillem Ginard, explained that the slogan '‘De bon de veres’ maintains a typical Mallorcan expression to reinforce “the identity, origin, and way of understanding the island’s territory”.
“Betting on proximity produce means supporting the local economy, preserving cultural heritage, and fostering more conscious tourism connected with the territory,” he added.
The event was also attended by the new island director of Tourism for Demand and Hospitality, Tomeu Ferragut, and the secretary of the Binissalem Designation of Origin Regulatory Council, Margalida Amat.
