The Consell de Mallorca organizes a promotional event to promote the basic elements of its identity.

On the occasion of the celebration of the international tourism fair Fitur in Madrid, the Consell de Mallorca and the Fundació Mallorca Turisme (FMT) have organized a full program of activities, including a promotional action aimed at a wide representation of the national tourism sector on the opening day of the fair.

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Mallorca moves its essence

The president of the Consell de Mallorca, Llorenç Galmés, was the host of an evening in which, under the name “Mallorca in essence”, an action was carried out based on concepts that identify the island in a particularly unique way, such as its gastronomy based on local products, elements of the most deeply rooted culture and craftsmanship.

The objective of the action has been to demonstrate that Mallorca is an excellent destination to visit because it is also a wonderful place to live. And this is the origin of the new line of tourism management, the need to generate the best coexistence between both concepts: tourist place and residence; hosts and visitors.

Galmés was accompanied during the event by the vice-president of the Consell and councillor of Culture and Heritage, Antònia Roca, the councilor of Tourism, José Marcial Rodríguez, the insular director of Tourism for Demand and Sustainability, Susanna Sciacovelli, the director for Supply and Quality, Clara del Moral, and the director for Governance and Sustainability, Pedro Mas, on behalf of the Consell de Mallorca.

A total of 80 diners participated in this experience, generating a symbiosis between both concepts: representatives of the tourism sector that generates industry on the island, as well as the socio-economic fabric of the island, have shared an evening with prominent representatives of tourism that generates industry in Mallorca. In this way, highly prescriptive profiles have known first-hand the fundamental lines of the new tourism management carried out by the Department of Tourism and the Fundació Mallorca Turisme of the Consell de Mallorca.

The Commitment to Responsible Tourism, presented at the WTM 2023 fair held last November in London, is the roadmap of this new perspective that is materializing in a coordinated manner through different initiatives, some of which will be unveiled over the next few days at Fitur.

Those attending this event were also able to learn first-hand about some of the lines of action, as Andy Stalman, one of the leading experts in international branding who is collaborating on Mallorca’s new strategy, was present at the dinner.
Among other lines of action, the change of concept stands out: from a promotion based on traditional advertising to another with a marked sociological character, in which knowing the opinion and expectations of the markets is combined with the needs of coexistence and quality of life for residents.

And all this with the aim of maintaining the essence, the identity of Mallorca in terms of protection, regeneration and preservation.

The ingredients
Those who have lived the Mallorca in essence experience have been able to taste dishes with local products prepared by two Mallorcan chefs with Michelin Green Star, Maca de Castro and Andreu Genestra. Both have 11 stars in their careers.

Also, there has been a representation of the wines of the island, through a tasting selected by Vi de la Terra. And Túnel has collaborated with the elaboration of some cocktails with authentic Mallorcan flavour.

The local identity has also been represented by elements as typical and traditional as the fabrics of llengües, Gordiola decoration or the Majorcan almond. The aim has been to create a space in which some of the most significant elements of local wealth were recreated.
The event ended with a performance by the Mallorcan singer, Jaime Anglada.

The guests
Mallorcan actors who have triumphed on the national and international scene, heads of hotel chains and Mallorcan companies, representatives of airlines, tour operators and international tourism organizations. The Mallorca experience in essence consisted of interacting and networking with each other to build together a future based on the coexistence of culture, leisure, sustainability and respect for the environment.