Mallorca, a committed destination that inspires change
13 November, 2024The Consell de Mallorca and the Mallorca Tourism Foundation have embarked on an ambitious strategy to consolidate the island as a global benchmark on responsible tourism, promoting actions focused on awareness, collaboration and preservation. During the last World Travel Market, it has reinforced its work with British companies to promote and encourage sustainable practices that safeguard the well-being of residents and the cultural, social and natural environment.
Cobranding strategy
To achieve its objective of responsible tourism, the Consell de Mallorca has established a series of alliances with airlines, tour operators and online travel agencies (OTAs) in the British market, the second largest in volume, so that the messages of awareness and promotion of coexistence reach travellers directly.
This cobranding strategy is based on the “Pledge-Commitment to Responsible Tourism” and the aim is that tourists, both from their places of origin and once they have arrived in Mallorca, get to know, assume and adhere to the commitment to care for and respect the identity of the island during their stay
The campaigns developed in conjunction with Jet2, British Airways, Lastminute and TUI among others, use common traveller elements and processes to establish direct, effective communication. These actions are mainly carried out in summer, during the months with the highest number of visitors, in some cases extending into December.
The Consell de Mallorca has alliances with British partners to promote responsible tourism. Source: Consell de Mallorca.
According to the president of the Consell, Llorenç Galmés, “thanks to these campaigns, we have been able to get our message of responsible tourism across to millions of people through boarding passes and other actions”.
“These types of initiatives will be the ones on which we will rely from now on to build a change in the model of promotion, communication and brand image based on proximity and local level”, explained the Councillor for Tourism, José Marcial Rodríguez
British commitment to responsible tourism
Mallorca continues to be a top destination for the British, with over 2.3 million visits per year (2023 data) and a very similar evolution in 2024.
The fact that ABTA, the UK’s leading association of travel agents and tour operators, with over 4,300 companies in total, has chosen the island to hold its annual convention, is an endorsement of the Consell’s policies on responsible tourism and reaffirms its commitment towards civic tourism which allows coexistence and respect for tourists and residents.
The Consell de Mallorca has alliances with British partners to promote responsible tourism. Source: Consell de Mallorca.
The essence of Mallorca in London
In the words of Llorenç Galmés, Mallorca is much more than just a summer destination, “we have a first class cultural offer, ideal for tourism that respects the natural and social environment and seeks authentic cultural experiences all year round”. In order to bring the British public closer to the values and rich culture of the island, the Consell organised a series of events in London.
The focus of the promotion was on Mallorca’s heritage and on encouraging tourists to discover Mallorca in less crowded but equally attractive seasons.
Mallorca’s opera was promoted in the London Eye. Source: Consell de Mallorca.
The island’s institution promoted the opera season at Palma’s Teatre Principal, which offers high-level productions and is a benchmark institution for the performing arts in Mallorca, with over 400 years of history.
In turn, at the Wallace Foundation Museum, Mallorcan musicians and performers offered a sample of the island’s musical wealth. This event, as well as showcasing local talent, has allowed the sector to understand the connection between Mallorca’s identity and its cultural offer.
The Consell de Mallorca and the Mallorca Tourism Foundation (FMT) are taking firm steps towards a model that puts sustainability and well-being at the centre, both for its inhabitants and its visitors. This vision represents a significant change in the way visitors are understood, inviting them to be active in preserving the destination.