Mallorca will attend FITUR 2026 with a strategic agenda aimed at strengthening its position as a leading destination in tourism intelligence, sustainability and cultural identity. The institutional delegation will be led by the President of the Consell de Mallorca, Llorenç Galmés, together with Vice President Antònia Roca and the new Tourism Councillor, Guillem Ginard, marking his first participation in an international tourism fair.
Mallorca’s presence in Madrid will highlight the ongoing work to consolidate an advanced tourism model that prioritises residents’ well-being, environmental protection and the island’s cultural and social identity, while fostering complementary economic sectors beyond traditional tourism.
In this framework, the Tourism and Culture nexus will play a central role. Craftsmanship, local fashion and local producers will be key pillars of Mallorca’s agenda, reflecting a tourism strategy based on added value, authenticity and strong territorial roots.
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Mallorca showcases a strategic agenda at FITUR 2026 focused on tourism intelligence, data governance and the Tourism–Culture nexus. Mallorca PID: a cornerstone of tourism intelligence
FITUR 2026 will serve as the platform to present progress in developing a tourism model based on data governance, responsibility and evidence-based decision-making, with Mallorca positioned as one of the leading destinations within the Mallorca PID – Smart Destination Platform.
Mallorca PID is a strategic tool designed to improve tourism management efficiency, anticipate impacts and enhance destination sustainability. The project forms part of Spain’s national Smart Destination Platform (PID), promoted by the Ministry of Industry and Tourism through SEGITTUR, within the framework of the Recovery, Transformation and Resilience Plan.
With a total budget of €4.88 million, Mallorca currently stands out as one of Spain’s reference destinations in the deployment of tourism intelligence systems.
Tourism and Culture as a strategic added value
The Tourism–Culture axis will be reinforced with the presentation of the Moda Artesana de Mallorca quality label, unveiled through a major fashion show. This high-impact initiative will project the island through its craftsmanship and traditional trades, linking fashion, territory and cultural identity.
Mallorca will also present the new East Mallorca GR 226 hiking route, a project aligned with the promotion of responsible, sustainable and high-quality tourism, respectful of the natural environment and focused on diversifying the tourism offer.
Strategic meetings and air connectivity
Mallorca’s participation in FITUR 2026 is built around an intensive and carefully planned institutional agenda. On Wednesday, January 21, the official presentation of progress on the Mallorca PID project will take place, reinforcing Mallorca’s position as a benchmark destination for data-driven tourism governance.
On Thursday, January 22, the agenda will continue with two high-profile events: the Moda Artesana de Mallorca fashion show at Madrid’s Cines Callao and the presentation of the East Mallorca GR 226 hiking route.
These actions will be complemented by an extensive programme of professional meetings aimed at strengthening strategic alliances and maintaining direct contact with key tourism stakeholders. Notable meetings include talks with Etihad Airways to improve air connectivity through the launch of the first direct Palma–Abu Dhabi route, as well as meetings with Iberia Express, Vueling, British Airways, Expedia Group and Lastminute.com, reinforcing Mallorca’s global projection and strategic positioning.