Rosano Morillo, general director of tourism for the Balearics, told TTG@WTM Covid had provided the destination with “an opportunity to rethink the path we want to follow in terms of attracting visitors”.

Prior to the pandemic, the Balearics had already introduced plans to limit the number of alcoholic drinks served at all-inclusive resorts, and Morillo said the region had seen a noticeable change in the type of tourists visiting the destination this year, with a “real spike in the number of families and couples”.

Now, she said, the destination was focusing on prioritising sustainability in its marketing campaigns, as well as highlighting the “many other elements on offer in the islands in addition to the familiar images of sun and beaches”.

“Our sustainability message is our most important,” she said. “We have put in place rules and laws to protect the environment. We have an ambitious waste policy [on the islands] with specific rules about the type of waste a company can produce and then how they recycle it. We are also passionate about encouraging businesses not to use single-use plastic.”

In keeping with this, the destination has ensured its WTM London stand used only sustainable materials this year, with zero single-use plastic.

Morillo said the region was also offering incentives and public finance options to businesses to invest in solar energy, which she believed would also help encourage tourism.

“We believe people don’t want to feel part of the problem, they want to feel like they’re part of the solution by visiting the islands.”

As part of its sustainability ethos, the Balearics is also keen to market the shoulder seasons “as entirely different seasons, with different activities on offer”, Morillo said.

“Our motto this year at WTM London is ‘I want it all’, because we’re saying we have everything to offer – beaches, mountain trekking, cycling, gastronomy, heritage, everything.”

Germany remains the Balearics’ overall number one tourism market, with 4.5 million German tourists visiting the region in 2019. Meanwhile the UK ranks number two, with 3.7 million Brits visiting in the same year. 

Morillo noted the Balearics had seen a sizeable increase in domestic visitors, who come in at number three on the list. The region also noted a rise in tourists opting for longer stays compared with 2019, with visitors typically holidaying for 6.7 days two years ago compared with 7.2 days in 2021.