The Balearic Islands will take part in London’s World Travel Market (WTM) from 2 to 5 November, with culture as the main focus of efforts to attract visitors outside the peak tourist season. The Govern will present the British market with a tourism strategy that seeks to prioritise value over visitor numbers, limit tourism supply and improve relations between residents and tourists. Promoting the heritage and identity of the four islands will be central to its presence at one of the industry’s leading international trade fairs.

World Travel Market London 2026

Artist’s impression of the Balearic Islands stand at World Travel Market London 2026, which will cover 550 square metres and include dedicated spaces for all four islands. Photo: CAIB.

The participation, coordinated by the Agència d’Estratègia Turística de les Illes Balears (AETIB), will feature a 550-square-metre stand at ExCeL London, with separate areas for Mallorca, Menorca, Eivissa and Formentera. Under the campaign “Balearic Islands, Where Culture Beats”, the archipelago will showcase activities linked to artistic creation, traditions and heritage, with the aim of strengthening cultural tourism and encouraging visits outside the peak season.

Designed with sustainability and accessibility in mind, the stand will bring together the four island councils, nine local councils and eleven tourism companies. It will include meeting rooms, a central area for professional networking and presentation spaces.

Culture as an attraction for British tourism in the Balearic Islands

The cultural programme will begin on Monday 2 November in Westminster, with an event dedicated to presenting the 2027 Atlàntida Mallorca Film Fest and the Talento Balear platform. Both initiatives will form part of the promotion of the islands’ cultural offering to representatives of the British tourism industry.

On Tuesday 3 November, at 11:00 (local time), the president of the Govern, Marga Prohens, and the conseller de Turisme, Cultura i Esports, Jaume Bauzà, will present the main elements of the Balearic Islands’ tourism strategy to international media and industry professionals.

The delegation will also hold meetings with representatives of the Association of British Travel Agents (ABTA), TUI Group and Jet2, among other companies. These meetings will provide an opportunity to discuss developments in the British tourism market and the archipelago’s priorities for the coming years.

Mallorca to promote winter tourism and destination safety

Meanwhile, the Consell de Mallorca will use World Travel Market to present its initiatives to promote winter tourism in Mallorca, destination safety and measures to combat illegal tourist accommodation. According to the island council, the United Kingdom is Mallorca’s second-largest international source market.

The Consell’s programme will begin on Tuesday 3 November at 13:30 with the presentation “Mallorca, an Island That Takes Care of You”. The island’s president, Llorenç Galmés, and the conseller de Funció Pública, Rafel Bosch, will join representatives of the Bombers de Mallorca at an event dedicated to destination safety.

On Wednesday 4 November, at 10:30, “Mallorca, What’s Next?” will take place, focusing on measures against illegal tourist accommodation. The Consell will present figures on the removal of unauthorised listings from international holiday rental platforms and the sanctioning proceedings initiated on the island.

That same day, at 19:00, London’s The Charterhouse will host “A Winter in Mallorca”, an immersive cultural experience showcasing the traditions, heritage and cultural expressions associated with winter on the island. The initiative aims to reveal a side of Mallorca beyond its familiar sun-and-beach tourism image and encourage visits outside the busiest months.

The Consell’s participation will also include more than 30 professional meetings with media outlets, tourism companies and other representatives of the British market, aimed at strengthening collaboration and promoting Mallorca’s priorities as a tourist destination.