Etihad is to increase flights from Abu Dhabi to Palma in 2027 from three to four a week. | Photo: Archive
Andrew EdePalma16/10/2026 17:09
At a Friday forum in Palma, tourism representatives from Canada, the Middle East, Southeast Asia and Australasia called for increased promotion by Mallorca. The island needs to raise its profile.
Marta Fernández, director of the Spanish Tourism Office in Singapore, whose remit covers several Asian markets as well as Australia and New Zealand, said: "I find that there is a lack of promotion and a need for you to truly believe in what you have, because abroad it is simply not known." She recommended designing specific itineraries and experiences, participating in trade fairs and organising seminars for travel agents to help showcase what is unfamiliar to many potential visitors.
Jesús Cuartero, president of the Essentially Mallorca association of business in the luxury sector, emphasised the importance of listening to these markets before deciding how to promote the island. "Mallorca has so much to offer; it’s not just about sun and beaches. It boasts an extraordinary cultural heritage, a rich culinary scene and high-quality local products." The goal is to highlight these and meet the demands of travellers who are looking for wellness, personalised service and a genuine connection to the places they visit.
Isabel Martín of the Spanish Tourism Office in Canada highlighted the growth of this market. In 2025, the Balearics attracted 43,949 Canadian tourists, up from 36,233 in 2024, while average spending per visitor rose from 2,246 euros to 2,350 euros and the average length of stay increased from six to nine nights.
She advised emphasising safety, sustainability and local experiences. Canadian travellers seek value rather than luxury for luxury’s sake. She also advocated promoting Mallorca as a winter destination, focusing on cycling, hiking and golf.
Carlos Arias, director of the Spanish Tourism Office in Abu Dhabi, referred to a tourist profile with high purchasing power - an average daily spend of some 350 euros and stays lasting seven to eight days. Travellers from the region seek privacy, high-end shopping and personalised services. For these visitors, Mallorca can be an attractive destination if the island highlights its heritage, including its Islamic past, and offers options tailored to their cultural needs, such as halal cuisine and family-friendly activities.
Guillem Ginard, the Council of Mallorca's tourism councillor, explained that the challenge for Mallorca is no longer simply to grow in terms of tourist numbers but rather to generate greater economic and social value. "We are a mature destination, and our challenge is no longer to grow in terms of numbers but to generate value through our tourism activity." He acknowledged that promotion remains necessary, provided that public spending has clear objectives and its results are evaluated.