Creation and provision of product clubs

The project

The Balearic Tourism Agency (ATB) seeks to implement its objectives based on a tourist model of active and effective collaboration between public and private agents of the Autonomous Region of the Balearic Islands: on the one hand, collaboration and co-operation between public administrations with their own powers and external authority on matters of tourism in the Balearic Islands (i.e. the Balearic Islands Administration) and the local and supramunicipal Balearic Islands authorities (particularly the island councils), and on the other hand, the joint responsibility of the public and private sectors in defining policies to develop and in particular promote tourism in the Balearic Islands.

The objectives of the ATB include promoting the tourist attractions of the Balearic Islands in national and international markets, in the framework of the tourism policy of the Balearic Islands Government; co-ordinating, driving forward, managing and implementing activities promoting national and international tourism; fostering and driving forward initiatives and activities in the tourism sector to promote tourism in the Balearic region; and establishing the brands of Mallorca, Menorca, Ibiza and Formentera as leading brands of quality tourism, each with their own unique identity.

The aim is also to shine the spotlight on segments and markets that are a priority with regard to the social and economic interests of the Balearic Islands, and in collaboration with all tourism agents working to promote tourism, not only in the sphere of public administration, but especially in the private sector.

The objective for this project, therefore, is to reduce the seasonal nature of tourism by creating and consolidating new products for the low season to attract tourists in winter and shift summer visitors to help with decongestion at that time of year. Taking into account the fact that a product club is a working group in the sector to which the club belongs, with the initiative behind product clubs in gastronomy, cultural, sports, luxury, active tourism and health, shared actions, a single message, responsibilities and planning will be set for each of them in the short, medium and long term.