The Consell de Mallorca has unveiled its new tourism identity, introducing a versatile strategy that positions Mallorca not only as a tourist destination but, above all, as the home of its residents. The President of the Consell, Llorenç Galmés, together with the Tourism Minister, José Marcial Rodríguez, and the Director of Tourism, Susanna Sciacovelli, presented the new strategy alongside branding expert Andy Stalman and the TOTEM Branding team.
Mallorca is positioning itself as a future-focused model where authenticity and responsibility intertwine to create experiences that honor its rich cultural heritage while embracing new possibilities. To achieve this, the island is launching a new brand that pays homage to its past while building a hopeful, harmonious, and responsible future, redefining its identity.
The core of this transformation lies in capturing Mallorca’s evolving identity. By combining tradition and innovation, the strategy aims to offer visitors experiences that allow them to immerse themselves in the island as temporary residents, embracing respect and a quest for unique moments.
To ensure the strategy and brand reflect the desired objectives, this initiative was built on active listening and understanding. Gathering insights, concerns, and aspirations from Mallorcans regarding the future of tourism on their island.
The primary goal is to promote social and environmental harmony within a sustainable development framework. In a world where travel is increasingly perceived as a priority, Mallorca is committed to responsible tourism that respects its natural and social environments.
The branding strategy aims to consolidate a clear framework to promote and regenerate the essential qualities that make Mallorca a wonderful place to live and visit. It is underpinned by a commitment to fostering a tourism model that harmonizes with nature and the local community, ensuring that tourism remains an industry capable of sustaining environmental, social, and cultural environments while providing prosperity for future generations.
During the presentation, President Llorenç Galmés expressed: “With the new Mallorca brand we are unveiling, we aim to reposition our island to project ourselves responsibly, consciously, and sustainably into the future without losing relevance or leadership… This new identity goes beyond a simple logo change. It represents a strategic shift aimed at enhancing and strengthening the values that make Mallorca unique while redefining our tourism model towards a more responsible and balanced approach.”
Mallorca presents itself as an experiential destination, not just a place to visit but one to belong to. Hospitality is envisioned as an invitation to become part of its story, while the island, in turn, becomes an intrinsic part of those who experience it.
▶️ ▶️ Learn more: https://totembranding.com/project/mallorca-spain/
