As part of its strategy to promote sustainable tourism and ensure a positive experience for both residents and visitors, the Consell de Mallorca is encouraging holidaymakers to help preserve the island’s natural environment, cultural heritage and local communities during the summer season. By making responsible choices throughout their stay, visitors can contribute to the long-term sustainability and wellbeing of Mallorca as a destination.

Already popular European destinations such as mainland Spain and the Balearic Islands are seeing increased bookings as the ongoing geopolitical situation in the Middle East encourages travellers to holiday closer to home. According to recent data from travel agency lastminute.com, British holidaymakers are gravitating towards familiar and trusted favourites, with Spain accounting for five of the top ten fastest-growing destinations. Mallorca leads the trend, recording a 16% year-on-year increase in bookings.

Guillem Ginard, Minister of Tourism at the Consell de Mallorca, said:

“Mallorca is committed to advancing a more value-driven model of tourism, one that focuses not only on visitor numbers, but on balance, coexistence and long-term wellbeing for both residents and visitors.

We want visitors to feel part of this shared commitment to protecting and enjoying what makes Mallorca unique.”

The Pledge is the roadmap underpinning Mallorca’s vision for a tourism model that respects the island’s natural environment, local communities and distinctive cultural identity. As part of this long-term commitment, the Mallorca Responsible Tourism Foundation (MRTF) will launch the Mallorca PID (Intelligent Destination Platform) at the end of this month. The AI-powered platform will help visitors discover the island through a more conscious and informed lens, connecting them with experiences, places and stories that reflect Mallorca’s authentic character. By encouraging a deeper understanding of the destination, the PID helps turn the principles of the Pledge into tangible actions that benefit both residents and visitors.

Celebrating Mallorca “De Bon de Veres”

The Foundation has also recently launched “De bon de veres” – a new campaign that places local products at the heart of Mallorca’s identity and promotes a more authentic way of experiencing the island. The Mallorcan expression “de bon de veres” (“truly” or “authentically”) has been intentionally left untranslated, serving as a cultural hallmark that reflects the island’s unique character, traditions and way of life.

Developed by the Department of Tourism and the Mallorca Responsible Tourism Foundation, the campaign encourages both residents and visitors to engage with the island through its local produce, gastronomy, craftsmanship and traditional trades. It highlights that choosing locally made products is not simply a purchasing decision, but a way of connecting with Mallorca’s landscapes, people, heritage and culture.

Through imagery inspired by everyday island life – traditional markets, artisanal crafts, natural materials and local food culture – the campaign showcases Mallorca beyond the usual tourist clichés. It presents local products not as souvenirs, but as authentic expressions of the island’s identity and a meaningful way to support local communities, preserve cultural heritage and encourage a more conscious form of travel.

“De bon de veres” forms part of the Mallorca Responsible Tourism Foundation’s 2026 Action Plan and reflects the same values that underpin the Pledge: coexistence, sustainability, authenticity and respect for the territory. The initiative aims to strengthen the relationship between residents and visitors by encouraging a deeper appreciation of the island and the people who shape it.

A Pledge to Sustainable Travel

As part of its wider sustainability strategy, MRTF’s “Ca Nostra” Pledge strategy, launched in 2024, encourages more respectful and community-conscious tourism across the island. Translating as “our home”, the initiative invites visitors to care for Mallorca as if it were their own home.

Through the Pledge, travellers are invited to commit to safeguarding Mallorca’s landscapes, traditions and communities for future generations. More than 300 people have already signed up, reflecting a growing appetite among visitors for travel experiences that are more meaningful, responsible and connected to the places they visit.