Mallorca will attend FITUR 2026 with a strategic agenda focused on tourism intelligence, data governance and the integration of tourism and culture as key drivers of a high-value destination model. The institutional delegation will be led by President Llorenç Galmés, alongside Vice President Antònia Roca and the newly appointed Tourism Councillor Guillem Ginard, marking his first participation in an international trade fair.

Mallorca’s presence at FITUR aims to reinforce its position as a leading destination in sustainability, innovation and cultural identity, prioritising residents’ well-being, environmental preservation and the development of complementary industries.

A central element of the agenda will be the presentation of progress on Mallorca PID, a smart destination platform designed to improve tourism management through data-driven decision-making. The project positions Mallorca as one of Spain’s benchmark destinations in tourism intelligence.

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Mallorca showcases a data-driven and culture-led tourism strategy at FITUR 2026. Mallorca PID: a cornerstone for future tourism management

The fair will host the presentation of the latest developments of Mallorca PID – the Integrated and Interoperable Smart Tourism Platform, a €4.88 million initiative aligned with Spain’s Smart Destination Platform, promoted by the Ministry of Industry and Tourism through SEGITTUR as part of the national Recovery and Resilience Plan.

Tourism and Culture as added value

The Tourism–Culture connection will be highlighted through the launch of the Moda Artesana de Mallorca quality brand, unveiled at a major fashion show in Madrid. The initiative promotes Mallorca’s craftsmanship, traditional skills and cultural identity as part of its international image.

In addition, Mallorca will introduce the new East Mallorca GR 226 hiking route, reinforcing a sustainable, high-quality and environmentally responsible tourism offer.

Key meetings and international outreach

Mallorca’s FITUR agenda includes a comprehensive programme of professional meetings aimed at strengthening strategic partnerships. Notable encounters include discussions with Etihad Airways regarding the future Palma–Abu Dhabi direct route, as well as meetings with Iberia Express, Vueling, British Airways, Expedia Group and lastminute.com, enhancing the island’s global connectivity and market positioning.