Mallorca pitches culture over visitor numbers in London
Mallorca, in the Balearic Islands, takes a culture-first tourism pitch to London from 2 to 5 November: the regional government wants to attract visitors outside the busiest months without chasing higher numbers. The pitch comes at the World Travel Market, where Mallorca will share a stand with Menorca, Eivissa and Formentera. The Balearic Ministry of Tourism, Culture and Sport says the government also intends to limit tourism supply and put residents at the centre of its policies.
The 550-square-metre stand at ExCeL London gives each island its own space. It will focus on art, heritage and the islands’ distinct identities. The ministry says the stand is accessible and has been designed with sustainability in mind.
The programme begins on Monday in Westminster, London, with presentations of Atlàntida Mallorca Film Fest 2027 and the Talento Balear platform. On Tuesday at 11.00 British local time, regional president Marga Prohens and tourism minister Jaume Bauzá will set out the government’s approach to British travel businesses and international media. The Balearic delegation also plans meetings with the British travel trade association ABTA, TUI Group and Jet2.
Source: Europa Press / Mallorca.com