Balearic tourism: 72 agents back year-round Spain

Balearic tourism is part of a push to draw holiday demand away from July and August, as 72 European travel agents and tour operators meet in Pamplona, Navarra, from 14 to 18 September 2026. They will hold more than 4,000 planned business-to-business meetings with 69 Spanish companies and destinations. Turespaña, Spain’s tourism institute, is organising the event with the Government of Navarra.

The Spain Travel Market Europa 2026 brings together buyers from 17 European source markets. Its focus includes nature, rural and inland breaks, cultural routes, food and wine travel, premium experiences and sustainable tourism.

A push for travel beyond summer

Turespaña wants to spread tourism more evenly through the year and across Spain, while promoting destinations that are less crowded. The programme also highlights slow travel, an approach intended to encourage year-round trips and visits to inland areas.

Alongside the business meetings, buyers will attend presentations, networking events and technical visits showcasing Navarra’s tourism offer. Trips before and after the event are planned in Navarra, La Rioja, Extremadura, Andalusia and Catalonia.

The market opens on Monday at the Palacio de Congresos y Auditorio de Navarra Baluarte. Navarra’s Culture, Sport and Tourism Minister Rebeca Esnaola and Turespaña director general Miguel Sanz are due to open it.

Why the Balearics are in the plan

European tourism spending in Spain reached 97.809 million euros in 2025, up from 68.802 million euros in 2019. But Turespaña says demand is still packed into July and August and concentrated in certain parts of the country.

It names the Canary Islands, the Balearic Islands, Catalonia and Andalusia as particular pressure points. The Pamplona meeting is part of Turespaña’s 2026-2028 plan to widen the spread of tourism and build demand outside the main season.

Topics: Tourism · Food & dining · Economy

Source: Europa Press / Mallorca.com