Palma campaign aims to make residents proud of tourism sector

Palma is preparing to launch a campaign encouraging residents to take pride in the city’s tourism sector, with free access to be given to places that are traditionally associated with tourism.

Palma Tourism, which will roll out the campaign later this year, said it wanted residents to feel that tourism is a valuable part of their own leisure and community life.

Residents will be invited to take part in a range of free activities, which will potentially include concerts, workshops, exhibitions and tasting sessions.

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The campaign will try to promote the idea that hotels and related infrastructure form an integral part of Palma’s heritage, not only in an economic sense but also as a “cornerstone of its cultural and social identity”.

During an event in London on April 30, Palma Tourism managing director Pedro Homar said residents in the Majorcan capital felt that “public and private tourist infrastructure” were not part of their day-to-day life.

He said the upcoming campaign would attempt to change that perception, adding that the events would be exclusively for proven residents.

Last summer, thousands of demonstrators gathered in Palma to protest against overtourism.