Calvia has reaffirmed its commitment to a year-round tourism strategy with new hotel openings, events and sustainability partnerships.
Calvia 365 aims to reduce the high concentration of tourists in the summer season by promoting visits to Mallorca in the spring and autumn.
According to the region’s mayor, this is expected to bring “benefits for both locals and visitors”.
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Calvià’s tourism manager Virginia Angeles Fernandez Hauser told Travel Weekly that the region was also trying to reposition itself to attract “more premium” tourists. “Magaluf has been totally reforming,” she said.
Families will be a key focus, said Fernandez, with many Magaluf hotels eager to cater to parents and children.
The Fergus group has invested 20 million Euros in renovating its BH Mallorca Resort to turn it into one of the largest resorts in the Balearic Islands, separating it into three distinct hotels.
Other new hotel openings – such as ZEL Mallorca, which opened in June 2023, and the five-star Kimpton Aysla Mallorca, which opened in October 2022, plus a new Mandarin Oriental slated for 2025 – will be crucial to Calvia 365, added Fernandez.
Airline partner Jet2 also announced at World Travel Market that it would be increasing airlift to Mallorca from April 23-29 by 4,000 seats, responding to increased passenger demand around the Majorca 312 cycling event.
Steve Heapy, Jet2holidays chief executive, said: “Given our cycling proposition and popularity of the Majorca 312 event, we are confident that these additional flights and holidays will prove popular for both cyclists and those seeking some early summer sun.”
Calvia will host a trade event in Birmingham on December 8 in partnership with Jet2 to discuss Calvia365 and how best to market it to clients.
“We want to communicate better that we already have this kind of tourism, to enjoy our natural environment, sports facilities and many events,” said Fernandez.
Pictured: Porte de Soller, Palma Mallorca