The Balearic Islands are taking part in FITUR – the International Tourism Fair, held in Madrid from January 21 to 25, with a strategy focused on culture as a key driver to diversify tourism and attract visitors outside the peak season, particularly within the Spanish market.
The Balearic presence is coordinated by the Balearic Islands Tourism Strategy Agency (AETIB). It is showcased through a fully accessible stand covering more than 1,000 square meters, funded by European Next Generation funds. The stand’s design, inspired by water and natural resources, reflects a strong commitment to sustainability, innovation, and environmental responsibility.
The space features dedicated areas for Mallorca, Menorca, Ibiza, and Formentera, as well as a central agora for professional networking. It also features meeting rooms, a presentation area, a press room, and a section devoted to local gastronomy and agri-food products.
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The Balearic Islands highlight culture at FITUR to attract off-season tourism
Municipalities, island councils, and private tourism companies from sectors such as hospitality, mobility, and experiences are represented, fostering cooperation between public institutions and the private sector. A digital system for booking business meetings has been introduced to streamline professional activity.
Culture at the heart of the strategy
As part of FITUR, the Balearic Government will hold an institutional event at the headquarters of the Royal Spanish Academy, emphasising the islands’ renewed role within this cultural institution. The event will also pay tribute to Antonio Maura on the centenary of his death and will feature a piano concert by internationally acclaimed musician Marco Mezquida.
Gastronomy and local identity
For the second consecutive year, an enogastronomic area coordinated by the regional agriculture department will host 23 live cooking demonstrations and tastings, highlighting products with protected geographical indications from across the islands.
Each day focuses on a different island, combining local cuisine, wines, and culinary talent to promote gastronomy as a cultural and tourism asset linked to the Balearic landscape and traditions.
The fair also serves as the platform to present “Sabores de la Bahía”, a gastronomic event scheduled for May 2026, centered on Mallorca’s bluefin tuna and locally produced wines.
Innovation, ports, and sustainability
The Balearic participation is further strengthened by the presence of the Balearic Ports Authority, which presents key projects aimed at modernizing port infrastructure and improving environmental sustainability.
Throughout the fair, FITUR hosts conferences, round tables, and presentations on tourism technology, sustainability, and economic outlooks, while the public weekend offers cultural workshops and food experiences.
Through its presence at FITUR, the Balearic Islands consolidate their image as a cultural, sustainable, and high-quality tourism destination, expanding their appeal beyond traditional seasonal tourism.