Balearic Islands Boosts Tourism Campaigns to Attract Visitors in Winter

The plan will create more demand in strategic tourism segments to encourage off-peak tourism

What does it consist of?

The Balearic Islands Agency for Tourism Strategy has designed specific measures to attract visitors during the low season. The initiative has taken shape through tourism roundtables and public-private collaboration in traditional, emerging and new markets.

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Data

PROJECT TITLE IN THE CALL
Generation of demand in strategic tourist segments in the Balearic Islands
LOCATION
Mallorca, Minorca, Ibiza, Formentera
Entity submitting the PROJECT
Govern de les Illes Balears
Entity that executes the project
Agència d'Estratègia Turística de les Illes Balears (AETIB)
Project code
ITS2018-067
Total project amount
1.200.000 €
ITS granted amount
1.200.000 €
Executed amount
1.198.524 €
Call year
2018
Execution status
Executed
Purpose
Destination Improvement
Budget execution
Executed: 99.88%
Last data request
04.08.2022

The project

Tourism in the Balearic Islands continues to be marked by strong seasonality. To reduce this dependence on summer visitors, the Balearic Islands Tourism Strategy Agency (AETIB) has launched a plan focused on generating demand in different markets through sustainable tourism products linked to so-called ‘strategic tourism segments’ (SETs).

These segments, which include culture, nature, cuisine and sport, allow for a more diverse range of tourism opportunities tailored to less seasonal visitor profiles. Campaigns have been designed by the private sector together with the island councils, seeking to attract tourists during the off-peak season, while also promoting the Balearic Islands as an international destination.

The plan distinguishes between traditional, emerging and new markets: for traditional markets, it seeks to build loyalty with new ideas; for emerging markets, the focus is on unique aspects of the destination; and for new markets, still unfamiliar with the islands, the aim is to exploit their potential for growth. In all cases, the approach is the same: quality, sustainability and specific motivations that go beyond sun and beach tourism.

The plan was executed between 2018 and 2019. The investment, close to €1.2 million from sustainable tourism tax, was divided between the four islands, with Mallorca as the main beneficiary. These actions have laid the foundations for more coherent campaigns in line with the current challenges in the industry.