Campaigns for greater balance in tourism, supported by the Sustainable Tourism Tax (ITS) fund
What does it consist of?
The Council of Mallorca is launching a communication strategy to extend the tourist season, reduce pressure in summer and promote accessible culture and sporting events throughout the year. The initiative is funded by the ITS fund and will run from 2025 to 2027.
Data
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Sustainable tourism awareness campaigns
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Mallorca
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Consell Insular de Mallorca
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Fundació Mallorca Turisme
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ITS2425-075
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24.000.000 €
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11.194.498 €
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1.006.099 €
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2024-2025
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In execution
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Responsible tourism
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Executed: 8.99%
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25.02.2026
The project
In a context marked by the need to adapt the tourism model to today’s social and environmental challenges, the Island Council is promoting a series of public campaigns focused on sustainability, accessibility and the decentralisation of tourism. The project is funded by the ITS fund, as part of the 2024–2025 Annual Plan.
The project foresees initiatives aimed at promoting active tourism throughout the year, with a special focus on culture, sports and food. Priority is also given to boosting links with various outbound markets, as well as specific campaigns to raise awareness of the accessible opportunities for people with special needs.
Beyond traditional promotion, the project seeks to create inclusive materials in collaboration with social organisations, and to engage in fairs and events that help position Mallorca as a destination committed to respectful tourism that makes a difference.
The plan will be gradually rolled out between 2025 and 2027, with a total investment of €24 million. Part of the budget will be allocated to technical assistance services to ensure administrative follow-up and coordination of the various initiatives. The strategy seeks to reinforce a tourism narrative in line with the principles of sustainability that inspire the use of the ITS fund.
Project gallery
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