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Calvią strategy for Fitur


Thursday, 11th January 2024

Calvià is committed to national tourism at FITUR: "we are a cosmopolitan destination, Spaniards feel at home"

Spaniards already represent the third segment of visitors by nationalities and opt for vacations throughout the year


Consolidating the increase in Spanish tourists and working on changing perceptions in the national market is the commitment that Calvià Town Hall takes to FITUR, the Madrid International Tourism Fair. Interest in visiting the municipality has increased amongst Spaniards, a predilection that has not gone unnoticed and which bases the promotional action on this FITUR edition.

The upward trend in national tourism in Calvià is confirmed in demographic statistics. According to the most recent data offered by IBESTAT (Statistics Institute of the Balearic Islands) - based on figures from the hotel occupancy survey (EOH) and the tourist apartment occupancy survey (EOAP) - national visitors account for around 14.6 percent of the total tourists arriving in Calvià, behind Germans (23.8 percent) and British (21.7 percent). The Spaniards surpass the French (8.9 percent) and Italians (2.2 percent). The rest of nationalities make up 28.9 percent. Regarding the profile, the increase in young couples and families can be seen.

The concept of Calvià as a cosmopolitan destination throughout the year is what from the Town Hall wants to be promoted in the national market. The deputy mayor responsible for Tourism, Elisa Monserrat, has assured that: "we are an international destination, Spaniards feel at home and at the same time have the perception of finding Europe in Calvià. Visiting our municipality is an experience that can go from the traditional to the most modern, from the rural world to the cosmopolitan. "We work to continue attracting and increasing national tourism throughout the year, as we trust in the possibilities, attractions and quality offered by our hoteliers and leisure entrepreneurs, services and complementary offer."

On the other hand, the agenda of cultural and sporting events has been reinforced to break the seasonality curve. The Town Hall aims to make these events attractive to both foreign and national visitors as well as residents of the municipality. Calvià has chosen to develop an attractive promotion for everyone with reference events such as the Challenge Mallorca Triathlon (which in October held its 9th edition in Paguera with more than 1.500 top-level international participants) or the upcoming Mallorca Live Festival (already established in the municipality) that will bring international headliners such as Pet Shop Boys or Blondie, amongst others, to the island and will have an economic impact of more than 10 million euros.

Another attractive point for attracting national tourists is the municipality's wide gastronomic offer, which already has two restaurants awarded with the Michelin Guide star—Es Fum at the St. Regis Mardavall Mallorca resort by chef Miguel Navarro; and Sa Clastra at the Son Claret Castle in Es Capdellà with chef Jordi Cantó. Calvià also has one of the oldest gastronomic events on the island, which is organised twice a year (April and October), the Mostra de Cuines. Around 40 restaurants offer special tasting menus for the exhibition that range from traditional dishes to the most innovative cuisine.

Added to the gastronomic offer is the attractiveness of a municipality that, in addition to being recognised for its coast, offers inland places on the Sierra de Tramuntana mountains, declared World Heritage by UNESCO in 2011. Traditional fairs linked to the agricultural world are held and traditional markets are maintained throughout the year. This privileged environment makes it ideal for outdoor activities such as hiking, cycling adapted to different levels, from family or amateur to professional.