The Responsible Tourism Foundation Mallorca (FTRM) has unveiled its 2026 Strategic Plan, a roadmap that reinforces the shift toward a more sustainable and accountable tourism model, supported by accurate and verifiable data. The plan includes participation in 11 international tourism fairs, matching the number attended in 2025, to promote responsible travel and encourage a more respectful and sustainable type of visitor behaviour.

Presenting the plan, Tourism Minister José Marcial Rodríguez emphasised the need for “working with reliable information”, noting that the lack of detailed indicators makes it difficult to interpret tourism dynamics properly and fuels debates based on perception rather than evidence. The new framework seeks to increase awareness, enhance the value of the destination and guide demand toward practices aligned with the island’s carrying capacity and residents’ well-being.

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Three strategic units driving the transformation

1. Intelligence and Monitoring Unit

This is the foundation’s technical core and will continue to develop the Sustainable Tourism Observatory. Key projects include the Tourism Intelligence System, resident-perception studies, the data broker and the UFATS subproject to analyse Mallorca’s tourism offer in detail.
The unit will also begin deploying Mallorca PID (€4.8 M), an advanced digitalisation project designed to create an interoperable data ecosystem for public institutions and private companies, providing real-time tourism information.

2. Awareness Unit

In 2025, the FTRM underwent a major internal restructuring to move from a traditional DMO to a Destination Stewardship Organisation (DSO), focusing on active territorial stewardship and balance between resources, residents and visitors.
This transformation introduced Ca Nostra, a new brand symbolising a Mallorca that is not only visited, but also lived in and cared for.
In 2026, the unit will launch communication campaigns aimed at promoting responsible tourism and encouraging harmonious coexistence between locals and travellers.

3. Collaboration Unit

This unit acts as the operational link between the foundation and the tourism sector, managing partnerships, sponsorships, grants and participation in key events such as FITUR, ITB, WTM and Madrid Fusión. The plan foresees attending 11 major fairs, helping strengthen business activity on the island.

A budget designed to transform the destination

The Foundation will manage €8.4 million in 2026, a 6.5% increase over the previous year. In addition, it expects €5 million from ITS for awareness campaigns and €4.8 million from Segittur to support the Mallorca PID project.
With all funding secured, the Foundation will reach a total budget of €17.83 million, positioning Mallorca at the forefront of data-driven and AI-supported tourism management.