Speaking at the World Travel Market in London, the President of the Balearic Islands, Margalida Prohens, emphasised the region’s progress toward a tourism strategy focused on culture and sustainability rather than mass influx.

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Prohens highlights in London the shift towards a cultural and value-driven tourism model in the Balearic Islands

Prohens pointed out that recent data confirms a shift in tourism patterns: while summer growth has been contained (July +0.8 % and August +1.8 %), mid and low season arrivals are on the rise.

For the British market specifically, visitor numbers dropped by 1 % between January and August. However, this is compensated for by a notable increase in tourists between October and December. “We’ve managed to redistribute tourism flows: 20,000 fewer British tourists in the peak season, and 20,000 more from October to December,” stated Prohens.

As a result, the Balearic Islands now see tourism revenue growing at double the rate of visitor numbers: spending is up by 5.6 %, compared to a 2.4 % rise in visitors.

The regional government also unveiled a new exhibition stand at the fair, showcasing the islands’ Mediterranean identity through their sea, gastronomy, and local products. As part of the new cultural approach, an immersive experience inspired by Joan Miró, titled “Blauïna,” was introduced to the London public.