Palma’s hotels assert their role as the driving force of the destination
10 June, 2026The Palma Hotel Association is starting a new phase under the Palma Hotels brand, an identity with which it seeks to reinforce the role of the hotel sector in the tourism and urban evolution of the city.
The presentation took place during the gala for its 50th anniversary, where the sector highlighted its contribution to consolidating Palma as an international destination open all year round.
The president of the organisation, Francisco Serrano, defended a tourism model based on quality, sustainability, excellence and responsibility, calling for shared management between companies and public administrations: “Major international destinations are not built on improvisation, but on planning.”
Along the same lines, Javier Vich, former president of the association and current president of FEHM (Federación Empresarial Hotelera de Mallorca), stated that “the hotel sector has not been a mere spectator of the changes in Palma. It has been one of their main driving forces.”