Promotional shoot for the Philippines market.
Andrew EdeSabrina VidalPalma18/10/2026 09:37
In the late 1940s, the Fomento del Turismo (Mallorca Tourist Board) devised a promotion campaign that was to prove to be highly successful. 'La Luna de Miel', Honeymoon, attracted couples in the years prior to the big tourism boom of the sixties. Mallorca has remained a honeymoon destination, but the island now has an emerging market that offers a reminder of that long-ago campaign - the Asian market.
Marta Fernández of the Spanish Tourist Office in Southeast Asia says there is a trend towards couples not merely looking for a holiday destination. They want a backdrop where they can host special occasions and share the experience with family and friends. It is a trend among the wealthy in a number of countries in East and Southeast Asia.
"The Mediterranean is gaining popularity as a destination for weddings as well as for birthdays and other family gatherings. This may be linked to a desire to emulate celebrities." The trend has been particularly noticeable over the last two or three years.
These events often mean multiple visits. Fernández explains that affluent couples are traveling to Mallorca two or three times to finalise arrangements, later returning with family members and staying on to enjoy their honeymoon.
Last June, a delegation of Filipino wedding specialists visited the island, hosted by the Essentially Mallorca association of businesses in the luxury sector. Influencers, wedding creatives, and event professionals explored the island, discovering its landscapes, gastronomy, local craftsmanship, fashion, design and Mediterranean lifestyle.
Mercè Peñaranda, manager at Palma Hotels, says they have identified a segment of young, affluent and highly digitally-engaged travellers - people whose movements are largely driven by what they see on social media. "They might come solely to take a specific photo they’ve seen online or to dine at a particular restaurant."
Among Asian markets, South Korea provides the clearest evidence of a growing interest in Mallorca. According to data from Balearics Statistics Institute, the island welcomed 28,577 South Korean travellers last year, a 40% increase compared with 2024.
A report from Spain's tourism institute Turespaña, published in June 2026, indicates that the Balearics rank fourth among Spain's regions for spending by tourists from South Korea. Turespaña explicitly links this trend to the rise of Mallorca as a honeymoon destination.