The premium tourist is looking for exclusivity

Interview with Jesús Cuartero Martínez, president of Essentially Mallorca

Jesús Cuartero, president of Essentially Mallorca.

Mallorca has become a magnet for those tourists who are looking for different experiences in their holidays. The genuine and the local, in addition to the well-known natural attractions, are the main attractives of a destination that continues to struggle to support a sustainable model that guarantees its continuity over time. Today we chatted with Jesús Cuartero, president of Essentially Mallorca, an organization that brings together the main luxury brands on the island, to learn more about a segment that favors the creation of value in the tourism product.

What is Mallorca’s place in the global luxury market?

Mallorca is internationally positioned in the luxury segment as one of the most demanded destinations in Europe. Mallorca is an unique island, full of unique places that invite you to experience unforgettable moments. This incomparable destination has a lot to offer: from exclusive hotels, Michelin starred restaurants, to first class marinas and golf courses. In Mallorca you can enjoy the authenticity and essence of Mallorcan products, from the typical “teles de llengües” to the well-known “sobrassada”, from the “vidre bufat” to the authentic salt of Ses Salines. All this makes us a highly competitive destination with quality services.

What impact does this segment have on the island’s economy?

The luxury segment in the archipelago accounts for around 1,000 million euros in sales, which represents 15% of the national total.

Is quality more and more important than quantity? Are we moving towards a change of model?

No doubt about it. This is why the Balearic Islands holds the eighth position in the Tourism Competitiveness Index, which establishes an ordinal relationship of all the regions that form part of the competitive environment contemplated by the index, both in aggregate terms and for each of the pillars on which the current tourism attraction is based. This good position shows that the tourism sector is committed to growth based on knowledge and innovation, because in these vectors the sector will find its own transformation and will have the opportunity to make a definitive contribution to economic modernization and social welfare.