Travel Convention 2025 preview: ‘Think You Know Spain? Think Again’

The headline for this special report is the slogan for Spain’s latest tourism campaign, highlighting the country’s sustainable and responsible travel offerings, spotlighting less well‑known areas and encouraging visits year-round.

It also encapsulates the sentiment of Calvià’s tourism sector, which has invested millions of euros in recent years to reinvent its image – taking it away from the boozy, partying reputation of resorts such as Magaluf to a more family-orientated, eco‑friendly destination.

Located in southwestern Majorca, Calvià is hosting the convention for the first time – although Majorca has held the event in each decade since the 1970s, such is the island’s importance to the UK market.

Juan Antonio Amengual, Calvià’s mayor, said delegates will discover how the municipality is extending its tourism season and “transforming” Magaluf’s promenade.

Now named Paseo Gabriel Escarrer Juliá – after the late founder of Meliá Hotels who started his business in Calvià – the promenade’s second redevelopment phase will begin in October, with a party planned next June to celebrate its completion.

Harmonious living 

Amengual said delegates will also see residents and visitors “living in harmony”. He added: “We have worked hard to avoid some behaviours. Yesterday I was with the Calvià head of police at midnight. I was really impressed by the harmony. Young people were partying, but the ambience was very nice and very quiet. We have changed a lot – now plenty of families go and enjoy the beach.”

Some money for improvements has come from fines levied under responsible tourism laws – and €6 million from the Balearics’ sustainable tourism tax is being used to demolish two old hotels to create green spaces for locals. 

Amengual said Calvià has not seen big overtourism protests, just some smaller demonstrations in the city of Palma about the cost of housing, a problem faced across Spain as many homes have become tourist accommodation.

More investment is coming from the Calvià 365 Foundation, which is spending millions to stage events from October to May, such as triathlons, marathons and Christmas markets, to spread visitors throughout the year.

Delegates will learn how Calvià is protecting its natural environment too, with initiatives to take care of Posidonia, a species of seagrass that forms extensive underwater meadows, playing a vital role in marine ecosystems.

Calvià also sees itself as a regional leader in regenerated water production and water cycle management. In addition, it is taking action on microplastics and recycling, with 96% of restaurants, bars and entertainment establishments joining glass recycling campaigns during the summer.

And, reflecting the Spain for All accessible tourism drive, the beaches of Son Maties and Santa Ponça have been redesigned to ensure accessibility for those with reduced mobility.