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Mallorca made waves in the UK capital this week as Marga Prohens, President of the Balearic Government, presented the islands’ new tourism direction at London’s World Travel Market (WTM) – one of the most prestigious events in global travel. Speaking before leading British tour operators and international media, Prohens revealed what she called a “sea change” in visitor behaviour from the UK market. She noted that while there had been a slight dip in numbers during the busy summer months, there had been a sharp increase in arrivals during September, October and November – a shift her government wholeheartedly welcomes. “This is what we want,” said Prohens, explaining that the Balearic Government’s goal is to ease overcrowding during peak season while encouraging travel in the quieter months. The approach is central to Mallorca’s long-term sustainability plan, which aims to balance tourism with quality of life for residents and environmental protection. A new tourism model for the Balearics At WTM London, Prohens outlined a future where culture, art and creativity play a starring role in Mallorca’s visitor experience. Moving away from the traditional sun-and-sand narrative, the islands are embracing a more diverse, experience-led tourism model that attracts discerning travellers looking for authenticity and inspiration. She highlighted the global success of the recent Miró exhibition in London, celebrating the life and legacy of Mallorca-based artist Joan Miró. The event, she said, exemplifies how cultural initiatives can boost the islands’ international profile and create meaningful connections with audiences beyond the Mediterranean. “This is part of our future plan,” Prohens explained, stressing that Mallorca’s artistic heritage – from Miró’s studio in Cala Major to contemporary art spaces in Palma – forms a vital pillar of the region’s rebranding as a creative and cosmopolitan destination. Her remarks struck a chord with industry observers, many of whom view the Balearics’ strategy as a timely response to global calls for more sustainable, culture-driven tourism. Expats in Spain and long-time visitors to the island are also likely to welcome this evolution, which prioritises quality over quantity and places the community at the heart of the tourism experience. British bookings remain strong Despite the shift in messaging, Mallorca’s appeal in the British market remains strong. Mark Tanzer, President of the Association of British Travel Agents (ABTA), confirmed that early holiday bookings are performing well, reflecting continued confidence in Mallorca as one of Britain’s favourite destinations. Tanzer was honoured at the fair by Calvià Council, which presented him with an award following the success of ABTA’s annual convention held in Magaluf earlier this year. The event brought hundreds of UK travel professionals to the island and further strengthened business ties between the Balearics and Britain. Industry experts at WTM agreed that Mallorca’s evolving image – sophisticated, sustainable, and culturally vibrant – aligns perfectly with the changing tastes of modern travellers. As Prohens made clear, the Balearic Islands are not seeking more tourists, but better balance: spreading visits across the calendar, investing in culture, and supporting communities that welcome visitors year-round. Putting Mallorca on the global map For Marga Prohens, the trip to London was about more than promotion – it was about positioning Mallorca as a forward-thinking Mediterranean destination. By showcasing the island’s commitment to sustainability and creativity, she reinforced the message that Mallorca’s future lies in innovation, heritage and community-centred tourism. Her words captured the spirit of a new Balearics – one where art and culture thrive alongside beautiful beaches and world-class hospitality. As the curtains closed on this year’s World Travel Market, one thing was clear: Mallorca is redefining its place on the global tourism map, not only as a summer escape but as a year-round destination that celebrates culture, nature and local life in equal measure.
