The FMT’s priorities include boosting the island’s technological potential, diversifying markets and promoting products that generate high-added value, such as gastronomy.

The FMT Board of Trustees has approved the 2025 Action Plan. With this Plan, the FMT is making progress in redefining its tourism strategy, based on applying surgical actions in favour of maximum efficiency and sustainable improvement.
The objectives for 2025 focus on positioning Mallorca as a responsible tourist destination, an example of coexistence between the quality of life of the residents and a prosperous tourist industry. Likewise, the aim is to break seasonality, promoting activities throughout the year to shift the flow of summer tourists to other times of the year.

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The Mallorca Tourism Foundation approves its 2025 action plan to consolidate Mallorca as a destination for responsible tourism

Measures
The measures taken include reducing the number of fairs attended: in 2025, 11 fairs will be attended and the economic savings will amount to 750,000 euros compared to 2024. It should be noted that for the first time, the FMT will participate in the Mobile World Congress in Barcelona to promote the technological products offered by the island. The FMT team is already in contact with companies interested in participating in the Mallorca stand. In addition, this new line of product promotion will also be present in the actions to be carried out in other markets, such as the United States and Dubai.
This type of action aims to reinforce the strong technological potential of Mallorca, a territory which, despite its small size, has its own Silicon Valley and a significant presence of companies of this profile. The promotion of the digital sector takes centre stage in the FMT’s strategy as a key element for diversifying the tourism offer and attracting professionals, to turn the island into a benchmark for innovation.
Another of the FMT’s priority products is gastronomy. Among other measures, it should be noted that in 2025 the presence at Madrid Fusión will be much more prominent. The expansion of its stand with more exhibition space will allow the promotion of local produce, responsible tourism and the consumption of sustainable products. This gastronomic promotion supports the region, promotes local talent and contributes to the transformation towards a more sustainable and environmentally conscious tourism model.
Market diversification is also key to the FMT’s strategy. Unlike in previous years, a special effort will be made to improve Mallorca’s positioning in key markets such as North America and the Middle East.

The North American market has become a benchmark with a notable increase in arrivals. Likewise, the increase in air connectivity and promotional actions focused on specific audiences will contribute to attracting tourism with diverse motivations, such as digital, cultural and gastronomic tourism.
On the other hand, Mallorca’s presence at events such as the Arabian Travel Market is essential to access the emerging Middle East market, which seeks luxury experiences and boosts the diversification of tourism on the island, helping to deseasonalise visits and maintain a constant flow of tourists throughout the year.
Mallorca’s transition to a responsible destination is also reflected in cobranding and comarketing campaigns. These are collaborations with tour operators, which are key to communicating the model of responsibility. In 2025 we will continue along the same lines as in 2024, with campaigns that position the island as a benchmark in environmental protection, creating an image of a responsible destination that attracts conscious tourists. We will continue to work on this strategy in our main traditional markets, the German and British markets, as well as the emerging American market, using direct techniques such as sending sustainability messages during travel bookings to inform tourists about how they can contribute to the conservation of the island before their arrival.
On the other hand, the coexistence campaigns will also be maintained in 2025. Under the slogan ‘Have fun with respect’, they will be carried out in the areas of Playa de Palma, S’Arenal and Magaluf.
Other measures included in the new Plan are related to the processing of sponsorships for major events: for the first time, the line of sponsorships for events organised in 2025 has been announced a year in advance. The aim is to speed up the processing of sponsorship contracts, with a maximum amount of €200,000 per event.
Budget
The budget for 2025 is 5.8 million euros, but it should be noted that thanks to the reconversion of the FMT’s objectives towards accessible, sustainable and responsible tourism, for the first time initiatives have been presented to be financed with the ordinary call of the Annual Plan for the Promotion of Sustainable Tourism (ITS). The actions presented include campaigns to promote sustainable and accessible tourism for a total expenditure of €7,850,000 in 2025, €7,700,000 in 2026 and €7,450,000 in 2027.