Mallorca, Menorca, Ibiza and Formentera are taking part from 4 to 6 November in the World Travel Market (WTM) in London, one of the most important tourism fairs in the world. The main objective is to position the Balearic Islands as a cultural tourism destination in the British market.
The Ministry of Tourism, Culture and Sport, through the Tourism Strategy Agency (AETIB), is coordinating the participation of the islands in this international event. The Balearic stand, covering 544 square metres, will showcase the cultural and heritage diversity of the archipelago.
A sustainable stand inspired by water
The stand’s design, which was first unveiled at Fitur 2025, has been adapted to the space at the London fair. Inspired by water and its ecosystems, it invites visitors to reflect on the responsible use of natural resources.
Built with sustainable materials and an environmentally friendly construction process, the space combines aesthetics and functionality. Each island has its own dedicated area, along with a central agora for presentations and meetings. There are also meeting rooms, a press area, cloakroom and presentation space.
Institutional and business participation
The stand will feature the presence of the Island Councils and nine town councils from Mallorca, together with ten private co-exhibitors from the tourism sector, including Blau Hotel, Zafiro Hotels, Barceló Hotel Group, Fergus, Sidetours Incoming Services, Iberosports, Mytransfers, Alturay, Mistertransfer and Melià Hotels International.
To facilitate professional work, the AETIB has set up a table reservation system so that companies can schedule their meetings during the fair.
Presentations and professional meetings
On Tuesday, 4 November, at 11:00 a.m., the presentation “Balearic Islands in Transformation: Sustainability and Cultural Tourism” will be held for British media representatives. The event will be attended by the President of the Government, Margalida Prohens, and the Minister for Tourism, Culture and Sport, Jaume Bauzà.
During the event, the new tourism strategies for 2026 will be unveiled, along with the archipelago’s commitment to cultural and sustainable tourism. In addition, the Island Councils and several municipalities will hold their own presentations throughout the fair.
The Balearic delegation will also take advantage of their stay in London to hold meetings with the Association of British Travel Agents (ABTA), as well as with major tour operators and airlines in the British market.
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