Provisional data shows air traffic for Palma de Mallorca at 22,726,459 passengers for 2011, that’s a 7.6% increase on 2010 when just over 21 million passengers passed through the Airport. With the Island on a high, Palma this month launched a public-private “Palma 365” campaign to encourage year-round tourism to this exquisite Balearic capital city.
Initiated by Palma’s Councillor for Tourism, Francisca Bennassar Tous, Palma 365 aims to develop new ideas and offers to attract winter visitors as well as ensuring that its virtues are recognised by a wide international audience. Public institutions such as the Port Authority and AENA (Airport Authority) have joined forces with private companies such as Air Berlin and Iberostar who have been enticed to participate on the promise of widespread PR offered by IMTUR (Municipal Institute for Tourism). Each business has pledged several thousand euros to Palma 365 with Palma Council matching this private sector investment creating a total of 3.6 million euros for the year.
Stephen Dight, Managing Director of Mallorca Sotheby’s International Realty, comments, “Of course in the broadest sense Mallorca will always be known for sun and beach tourism, and that’s what keeps the cogs of the Island’s economy turning, but it does have plenty of other personalities. With many people preferring several mini breaks as opposed to one fortnight abroad, Palma stands out as a perfect destination for a winter weekend of music, art, culture, fiestas, wellness, shopping and cuisine. Meanwhile its vast marina sustains year-round nautical activity and some of Mallorca’s most sought-after golf courses, such as celebrity-favourite Golf Son Gual, are within just a few kilometres of the City’s boundaries. Throw in mild winters with very little rainfall, this January we’ve had temperatures well into the 20s, and you can see why Palma 365 makes so much sense.”
Featuring high on Palma 365’s list of the City’s best attractions are the Copa del Rey sailing regatta renowned as the most important in the Mediterranean with 120 boats participating in 2011, “BiciPalma” launched in March last year, a “Boris Bike” equivalent with over 300 bicycles available from 28 docking stations, Mallorca Surf Action when over 40,000 spectators and world champions gather together on Palma’s Can Pastilla beach in August and the magical summer music nights at the stunning Castillo de Bellver – where Palma 365 aptly chose to have its launch.
Agenda Palma 365 will be attending exhibitions and trade fairs across key European cities with the intention to attract both business travellers and holidaymakers. Sportsmen are another target market for the Island and already in January 2012 Mallorca has played host to the Premiership’s Chelsea FC for five days mid-season training and relaxation at Real Mallorca’s Son Bibiloni Stadium alongside cyclists Mark Cavendish, Bradley Wiggins and Team Sky and Team GB who all chose the Island for their pre-season training camp this month.
