New Product Clubs to Attract Winter Tourism

A commitment to more off-peak tourism through food, culture, sports and wellness

What does it consist of?

Mallorca, Menorca, Ibiza and Formentera have taken a firm step towards diversified tourism with the creation of product clubs focused on segments such as food, culture and health. The strategy seeks to attract visitors during the low season and regulate tourism flows.

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Data

PROJECT TITLE IN THE CALL
Creation and provision of product clubs
LOCATION
Mallorca, Minorca, Ibiza, Formentera
Entity submitting the PROJECT
Govern de les Illes Balears
Entity that executes the project
Agència d'Estratègia Turística de les Illes Balears (AETIB)
Project code
ITS2016-005
Total project amount
300.000 €
ITS granted amount
300.000 €
Executed amount
295.048 €
Call year
2016
Execution status
Executed
Purpose
Destination Improvement
Budget execution
Executed: 98.35%
Last data request
30.06.2019

The project

The project to create and offer product clubs has been spearheaded by the Balearic Islands Tourism Strategy Agency (AETIB) with a clear objective: to develop tailored tourism experiences in the low season and thus reduce the seasonality of tourism on the islands.

The proposal has focused on six strategic segments: food, culture, sports, luxury, active tourism and health. Each product club acts as a sectoral working group, bringing together public and private professionals to plan joint actions, establish common messages and define promotion strategies in both the short and long term.

This approach has made it possible to focus on tourist niches with real potential to attract visitors outside the summer season. The work of the business network has been key to creating authentic, competitive products with their own identity, consistent with the high-quality image of the Mallorca, Menorca, Ibiza and Formentera brands.

With an investment of €300,000 from sustainable tourism tax funds and nearly 100% of the budget utilised, this project reinforces commitment to a more balanced tourism model, which better regulates visitor flows throughout the year and boosts the islands’ economy during the traditionally less active months.