The Council of Mallorca has reinforced its commitment to a tourism model based on sustainability, innovation and public-private cooperation during a new meeting of the Advisory Council of the Responsible Tourism Foundation of Mallorca. The session outlined the strategic priorities that will shape the destination during the second half of 2026 and support a shared vision focused on creating value for the whole of Mallorcan society.
The meeting brought together representatives from public institutions, business organisations, social entities, economic stakeholders, universities and tourism professionals to strengthen destination governance and encourage the exchange of knowledge in response to challenges related to sustainability, coexistence, competitiveness and Mallorca’s reputation.
Among the main achievements during the first half of the year were the completion of the Sustainable Tourism Observatory and the launch of the Mallorca Smart Destination Platform, designed to improve tourism management through the integration and analysis of data. The new Mallorca.es website has also been consolidated as the destination’s unified portal, while work has begun on artificial intelligence-based conversational agents aimed at improving information and assistance for residents and visitors.
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Mallorca strengthens its sustainable and innovative tourism model to enhance competitiveness and destination reputation
The Responsible Tourism Foundation of Mallorca has continued to strengthen the island’s international positioning and has promoted initiatives linked to strategic segments such as sports tourism, gastronomy, accessible tourism, audiovisual tourism, MICE and premium experiences. Progress has also been made through technical product committees that enhance cooperation between the public and private sectors.
During the second half of the year, international promotion activities will be expanded through communication campaigns focused on sustainability, coexistence and local pride. One of the key projects will be the transformation of Mallorca.es into a comprehensive digital ecosystem capable of integrating tourism information, local activities and municipal content while generating valuable data to support decision-making and reduce seasonality.
International promotion efforts will continue in established markets such as Germany, the United Kingdom and Spain, while also expanding into high-potential destinations including the United States, Canada, the United Arab Emirates, Asia and Italy. In parallel, new initiatives related to reputation governance and crisis preparedness will be implemented through early warning systems and coordination mechanisms involving institutions, businesses and civil society.
The diversity of the Advisory Council reinforces its role as a permanent platform for dialogue and reflection, contributing to the development of a shared vision for Mallorca’s future based on sustainability, innovation, responsibility and long-term prosperity.