Training, brand positioning and new products for more competitive tourism
What does it consist of?
With tourism as the archipelago’s economic backbone, the Balearic Government is leading a comprehensive strategy to make it more competitive. The plan, currently underway, includes brand positioning, staff training and tourism product development, seeking to build a more innovative, diversified, sustainable model on the four islands.
Data
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Improving the competitiveness of the tourism sector in the Balearic Islands
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Mallorca, Minorca, Ibiza, Formentera
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Govern de les Illes Balears
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Conselleria de Model Econòmic, Turisme i Treball
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ITS2019-025
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1.800.000 €
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1.800.000 €
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1.576.713 €
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2019
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Executed
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Research (R+D+I)
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Executed: 87.6%
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13.03.2026
The project
The tourism industry is the primary provider of jobs and economic activity in the Balearic Islands. Yet its strength means it requires constant adaptation to a changing environment, where innovation, diversification and sustainability are no longer merely optional. In this context, The Balearic Islands Agency for Tourism Strategy (AETIB) is leading a comprehensive plan to strengthen the positioning of the destination, provide better training in the industry and create new tourism products.
The first line of action focuses on strengthening tourism branding in Mallorca, Menorca, Ibiza and Formentera. The aim is to link each destination to its own values, such as culture, sport, nature and cuisine, and to boost their visibility through specialised media and major events as the main drivers. This greater visibility also seeks to build loyalty among the tourist population and open up opportunities for local businesses.
Meanwhile, training is also seen as a strategic tool. Through public-private collaboration, training has been designed to respond to real industry needs and make it possible to attract, qualify and retain talent. The training plan combines adaptability, personal development and long-term planning to strengthen the workforce, one of the major assets of the islands’ tourism model.
Finally, the plan addresses product creation and impact analysis to guide decision-making. From market research to creative product development, each action focuses on better understanding the environment, minimising the negative effects of tourism and staying ahead of trends. With an investment of €1.8 million euros, the plan is still underway, and represents a key tool for updating the Balearic Islands’ tourism model.
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