A new strategy for managing tourism on Majorca is to be unveiled this week during World Travel Market.
The Balearic Island’s tourism board and its council under new leadership will present the plans to UK and international markets.
Details of a “unique initiative” that will shape the strategy of Majorca’s leading industry is due to be outlined tomorrow (Tuesday) at the show in London.
The plan is designed to position the island as a “secure, innovative, and sustainable” destination in the British market.
The island’s delegation will also meet with key stakeholders in the UK tourism sector, including Abta, Tui, EasyJet, British Airways, Jet2, Expedia, Your Holidays and Travelzoo.
Majorca’s presence at WTM “represents a significant opportunity to strengthen the destination’s tourism strategy in a new leadership era for the island’s tourism,” according to the tourism board.
The tourism management strategy is due to be outlined by top officials including Antònia Roca, vice president of the island’s council and the highest-ranking official in its culture department.
Meanwhile, the Balearic Islands’ new administration announced the modernisation of its tourism planning through a new tourism law, which will put dining and wider destination offerings in the spotlight, in addition to accommodation.
The government will also crack down on illegal tourist offerings which compromise the quality of the destination.
The Balearic Islands welcomed almost 3.3 million UK arrivals between January and September, up 10% year-on-year.
The archipelago attracted almost just under 1.2 million travellers in the off-season between October 2022 and May 2023, representing a 24% increase over the same period in the previous year.
This demonstrates the success of the Balearic Islands’ ongoing strategy to attract visitors outside of high season.
Tourism minister Jaume Bauza Mayol said: “This season, British tourists have comprised almost 21% of our visitors, and we take immense pride in that.
“We are so committed to this market that we plan to enhance it in the coming years by developing cultural and sporting tourism products designed to captivate their interest.”