Mallorca unveils at FITUR 2026 a strategic agenda based on tourism intelligence and the link between tourism and culture

Mallorca will present itself at FITUR 2026 as a leading destination in tourism intelligence, sustainability, and cultural identity. The institutional presence will be headed by the President of the Consell de Mallorca, Llorenç Galmés, and the Vice President, Antònia Roca. The fair will also mark the first participation in an international trade fair for the new Minister of Tourism, Guillem Ginard, who will take advantage of his stay in Madrid to meet with key national and international tourism stakeholders.

The institutional team will highlight, through various planned activities and meetings, the work being done to ensure Mallorca remains a leading destination in the international tourism sector, with a firm commitment to preserving the island's environmental heritage and cultural and social identity. All of this is aimed at prioritizing the well-being of residents and fostering the development of complementary sectors and industries. In this regard, the connection between culture and tourism is a clear example, and local crafts, fashion, and producers will be among the key features of Mallorca's presence in Madrid this week.

Furthermore, Mallorca's agenda at FITUR will allow it to present the progress made in consolidating a tourism model based on governance, data, and responsibility, with the island as one of the leading destinations in the Mallorca PID (Intelligent Destination Platform) project. This initiative enables progress towards more efficient tourism management and positions Mallorca as a benchmark destination in tourism intelligence, both nationally and internationally.

Mallorca PID, a key platform for the tourism management of the future

Within the framework of FITUR, the progress of the Mallorca PID project – Intelligent, Comprehensive and Interoperable Platform of the Tourist Destination of Mallorca – will be presented, a strategic tool to improve the tourism management of the island and to learn firsthand about the experience in technological solutions applied to tourism, which may be implemented in the future in Mallorca.

Mallorca PID is part of the state project of the Smart Destinations Platform (PID), promoted by the Ministry of Industry and Tourism through the State Society for the Management of Innovation and Tourism Technologies (SEGITTUR), within the framework of the Recovery, Transformation and Resilience Plan.

The project has a budget of 4.88 million euros, and Mallorca is currently one of the leading destinations in the country for its deployment.

Evolution of the sustainable model towards a new added value: tourism and culture

The combination of tourism and culture will take center stage with the launch of the Mallorcan Artisan Fashion brand, which will be unveiled with a grand fashion show. This initiative will showcase the island through its crafts, presenting to the public and industry professionals a style of dress deeply rooted in the land, traditional trades, and the cultural identity of Mallorca.

Also, the new East Mallorca GR 226 hiking route will be presented, a project aligned with the promotion of responsible tourism, focused on a quality offer and respectful of the environment.

Key meetings on the agenda

Mallorca's presence at FITUR 2026 is based on intensive and strategic institutional planning, considered one of the island's key strengths at the fair. Among the highlights of this institutional presence, the presentation of the progress of the Mallorca PID project – the Intelligent, Comprehensive, and Interoperable Platform for the Mallorca Tourist Destination – will take place on Wednesday, January 21st. This is a key initiative to reinforce Mallorca's position as a leading destination in data-driven tourism governance.

The following day, Thursday, January 22, institutional participation will continue with two high-profile events. First, the Moda Artesana de Mallorca brand will be launched with a grand fashion show at the Callao Cinemas in Madrid, a high-impact communicative, cultural, and promotional initiative that will showcase the island through its crafts and identity.

On the other hand, on Friday the 23rd at 10:30 a.m., a presentation will be held to promote sports activities, an activity with a significant impact on the island's tourism, supply, and service sectors. The Consell de Mallorca is promoting its sports activities at Fitur, which generate an impact of over €7.3 million annually on the island. During the fair, the institution will sign a renewal agreement with the nine hotel chains with which it will collaborate in 2026 through a sports tourism program that will reach 122,000 people.

These actions will be complemented by a wide program of professional meetings, aimed at strengthening strategic alliances and maintaining direct contact with the main agents of the tourism sector linked to the island, both nationally and internationally.

Source: Fundació Responsible Tourism of Mallorca