Palma sets its course for New York with the goal of establishing itself as a leading destination for US tourism. Led by Mayor Jaime Martínez Llabrés, a delegation of fourteen companies based in Palma, including two associations representing more than eighty businesses, will take part next week in a packed schedule of meetings and a key promotional event for the Balearic capital in the ‘Big Apple’.

This initiative, organised by the Fundación Turismo Palma 365 as part of its 2025 Action Plan, aims to strengthen Palma’s presence in a growing strategic market. Over three days, the municipal delegation, which also includes the Deputy Mayor for Tourism, Culture and Sports, Javier Bonet, the area coordinator, Fernando Gómez de la Cuesta, and the Foundation’s manager, Pedro Homar, will hold meetings with leading tour operators and media outlets in the United States.

Palma’s businesses present themselves in New York to attract US tourism

Accompanying the institutional delegation, some of Palma’s most prominent tourism sector companies will participate in this commercial initiative, including Hoteles HM, Meliá Hotels International, Aubamar, Summum Hotel Group, Essentially Mallorca, Grupo IT Mallorca, ASHPAMA, Son Marroig, Arabella, RCD Mallorca, Valparaíso, Hyatt, Hotel Nakar, and Hotel Santa Clara. All of them will have the opportunity to establish connections with key players in the American tourism market.

A high-profile event in a historic venue

February 19 will be the highlight of this commercial mission, with an exclusive promotional event at the Ángel Orensanz Foundation in the Lower East Side of Manhattan. This iconic building, originally the oldest synagogue in New York, will serve as the venue for a gathering of nearly 100 attendees, including representatives from major tour operators and media outlets.

Ángel Orensanz Foundation. Photo: Ajuntament de Palma.

The event will begin with a roundtable discussion analysing Palma’s potential as a tourist destination. Representatives from Turespaña, Lonely Planet, United Airlines (which has already announced a 50% increase in seats on the direct Palma-New York flight), and Virtuoso, the prestigious luxury travel agency consortium, will participate. This will be followed by a networking session where Mallorcan companies will be able to interact with local attendees.

The event will conclude with a presentation by Mayor Jaime Martínez Llabrés, who will outline Palma’s tourism strategy to establish itself as a top-tier urban and cosmopolitan destination. His speech will highlight the city’s cultural, heritage, and gastronomic richness, as well as its ability to attract high-quality tourism throughout the year.

Grand finale with the IV Paco de Lucía Mallorca-Palma Flamenca Festival

To conclude the evening, Palma will showcase its artistic talent with the presentation of the IV Paco de Lucía Mallorca Festival, set to take place from 8 to 14 March. Live music will take centre stage with a performance by young rising star Maria Hein, who will sing and play La dama de Mallorca on the piano. She will be followed by performances from pianist Andrés Barrios and flamenco dancer Yiyo, accompanied on percussion by Curro Conde Morente. Closing the night, Kiki Morente, Carlos de Jacoba, and Curro Conde Morente will present a selection of tracks from their new album Azabache, which will debut at the festival.