From November 4th to 6th, Mallorca will take part in the World Travel Market (WTM) in London, one of the world’s leading tourism fairs, with a bold and forward-thinking proposal that redefines its tourism strategy towards greater responsibility, sustainability, and innovation.
The island’s delegation, led by Consell President Llorenç Galmés, Vice President Antònia Roca, and Tourism Councillor José Marcial Rodríguez, will unveil “Mallorca Reinvents Itself”, a new digital ecosystem powered by artificial intelligence. This platform, hosted on mallorca.es, will enable travellers to design fully personalised, sustainable journeys—a vision of the island as a smart destination in harmony with its environment.
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Mallorca
Mallorca’s participation will also highlight its cultural richness. On November 4th, the city of London will host the exhibition “Dins i més enllà del marc”, featuring the work of seven young Mallorcan artists selected through the cultural program “Noves Presències”. The exhibition will take place at London’s OXO Gallery and will open officially at 6:00 PM.
Later that evening, from 7:00 PM to 8:00 PM, the public will witness an exciting “dimonis” performance, a traditional fire ritual showcasing the vibrant spirit of Mallorcan folklore. Eight performers from various cultural groups will recreate an authentic correfoc in Bernie Spain Gardens—bringing the energy, symbolism, and celebration of Mallorca to central London.
Vice President Antònia Roca emphasised that “Mallorca is presenting itself to the world as a destination that seamlessly blends heritage with innovation. Our goal is not only to attract visitors but to offer them meaningful, transformative experiences deeply rooted in our culture.”
Throughout the fair, the Mallorca delegation will hold key meetings with leading tourism partners such as Turespaña, eDreams, lastminute.com, and Voyage Privé, with the aim of strengthening ties with the British market while advancing its commitment to sustainable and responsible tourism.