Consell de Mallorca has presented the new tourist identity of the island, a branding strategy aimed at positioning Mallorca as an authentic, sustainable, and respectful tourist destination in relation to its environment and community. The new brand, which arises from a thorough listening and analysis process, reflects the balance between tradition and innovation, highlighting the core values of the island. With distinct slogans for residents and visitors — “Ca Nostra” for the Mallorcans and “The island of tomorrow” for tourists — the initiative seeks to promote a responsible tourism model, where visitors are treated as “temporary residents”, respecting the place as if it were their own home.
The brand incorporates elements of the island, such as its colours and artisan traditions, highlighting the ikat design, or “teles de llengües”, as a symbol of identity. Photo: Consell de Mallorca.
The project has been led by world-renowned branding expert Andy Stalman, in collaboration with the TOTEM Branding team, who carried out a thorough consultation process. This included around 100 interviews and meetings with representatives from the island’s social and economic fabric to gather their concerns, aspirations, and visions for tourism. Through this process, the need to transform Mallorca’s tourist image was identified, prioritising coexistence, protection of cultural and natural heritage, and the promotion of sustainable development that benefits future generations.
Change of Perspective
The new strategy involves not only a change in image or logo but also a deep change of perspective. The aim is for Mallorca to not only be a leading international tourist destination but also a place where authenticity, culture, and respect for nature are fundamental pillars. The brand incorporates distinctive elements of the island, such as its colours and artisan traditions, highlighting the ikat design, or “teles de llengües”, as a symbol of identity.
Llorenç Galmés, President of Consell de Mallorca, during the presentation of the island’s new tourist brand. Photo: Consell de Mallorca.
During the presentation, the President of Consell de Mallorca, Llorenç Galmés, emphasised that tourism is the island’s main economic driver but underlined the need to adopt a more responsible model. According to Galmés, the goal is not to attract more tourists but to create quality tourism that respects the environment and the local community. “With this new identity, we are not only projecting a more sustainable and aware future, but we are also reinforcing the values that make Mallorca a unique land,” he stated.
Leave A Comment