The aim is to get to know the different visions that will enable tourism management based on the coexistence promoted by the Consell de Mallorca.
Branding expert Andy Stalman, together with the TOTEM Branding team, which is carrying out an analysis of the Mallorca brand for the Consell de Mallorca, has completed a first series of interviews and meetings with a broad representation of the social and economic fabric of the island. This is a complementary action to the analysis of the DNA of the Mallorca brand which, in parallel, is being carried out to promote a repositioning of the Mallorca destination in line with the current situation.
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These meetings have made it possible to listen, understand, comprehend and gather the different visions, concerns and aspirations of Mallorcans regarding the future of tourism on their island.
At each of these meetings, it has been possible to talk about responsible tourism and coexistence, as well as the importance of maintaining the essence of the island to continue to be a unique destination, an international benchmark, as well as a good place to develop one’s life project.
This approach, based on active listening and deep understanding, will enable the development of a new tourism management strategy rooted in the authenticity of the island.
This experience will allow for an analysis that does not come from a laboratory but from the soul of the people. These meetings have been approached as an opportunity, through the sensitivities of the people, their vast personal and professional experience and their feelings towards the island, to develop a change in tourism management, making progress based on the criteria already established as a roadmap through the Pledge: coexistence and responsibility to consolidate the “Island of Tomorrow”.
The work has been based on a varied sample of interviews and meetings with this representation of the island to gain first-hand knowledge of their feelings, as well as the projection that each of them would like for Mallorca. The aim is to work on the future by listening to the people, understanding them and understanding them.
Thus, over several weeks, meetings have been held with representatives of all the island’s economic and social sectors: artisans, employers, SMEs, political representatives, trade union representatives, accessible tourism associations, academics, students, civil society, entrepreneurs, members of the Government’s Dialogue Table, trainers, guides, chefs, waiters, receptionists, artists, long-lived people and young people from Mallorca, among others… all of them born, raised or adopted by Mallorca.
In this way, the Consell wants to design a future strategy based on people and to design a tourist future based on people, humanising actions and fostering a sense of pride and belonging among all those who form part of the island, whether they are permanent residents or temporary visitors.
The diversity of voices heard, from artisans to entrepreneurs, from young to old, guarantees a complete and representative vision of Mallorcan society.
In short, this project demonstrates that listening, learning and understanding are fundamental pillars for building a responsible, sustainable and authentic tourism future, based on the very essence of Mallorca and its people.