At London’s World Travel Market, the Council of Mallorca’s tourism department presented an ambitious project that marks a turning point in destination management: the creation of the first smart digital ecosystem that allows visitors to design a sustainable, responsible, and personalised trip with the support of artificial intelligence.
This is an initiative through which Mallorca is positioning itself as a pioneer in applying technology to sustainable tourism, offering an innovative experience that combines personalisation, respect for the environment and a commitment to local culture.
The Council’s president, Llorenç Galmés, emphasised that the project “reflects the Council’s firm commitment to a profound transformation of Mallorca’s tourism industry”. “We have been working for some time to ensure that Mallorca moves towards a more sustainable, balanced, and responsible model that guarantees the well-being of residents and visitors alike.
“At this same fair, two years ago, we presented the Pledge, our commitment to responsible tourism. Today we are taking another step forward by presenting concrete projects that link the past, present, and future, demonstrating that sustainability is not just a goal, but a reality that guides our policies and actions.”
A new digital ecosystem: Mallorca.es
The project is structured around the new website mallorca.es, which will integrate all digital spaces related to tourism on the island, such as the Mallorca Film Commission and the Tourism Observatory, offering unified and coherent access to the territory’s tourism and cultural offerings.
At the heart of this transformation will be an artificial intelligence agent to accompany users at all times, helping them create a tailor-made travel experience based on their interests, values, and needs.
Artificial intelligence for more sustainable and inclusive tourism
The integration of artificial intelligence will allow visitors to:
- Generate personalised themed routes, e.g. gastronomy, hiking, local crafts such as glassblowing and ‘llatra’, the ancestral tradition of palm weaving.
- Design complete itineraries for their stay, which can be downloaded or sent by email.
- Receive recommendations adapted to their preferences, promoting responsible tourism and helping to alleviate overcrowding in the most crowded areas.
- Promote accessibility and inclusion by adapting suggestions to people with different abilities.
Innovation at the service of the visitor and the region
The project will be rolled out in phases. The initial version, which will establish the technological and visual foundation of the new web platform, will be launched at the end of 2025. Throughout 2026, new content and advanced artificial intelligence tools will be incorporated to enhance personalisation and intelligent analysis of tourism data.
The ultimate goal of the Council’s tourism department is to transform the relationship between visitors and the destination, offering a Mallorca that goes beyond ‘sun and beach’ and communicating to the world an identity linked to culture, sustainability, gastronomy, and respect for the island’s natural and human environment.
New Presences’: emerging artistic talent in Mallorca
At the World Travel Market, the Council of Mallorca also promoted the island’s emerging artistic talent. This was taken to an international level with the presentation of the ‘Noves Presències’ (New Presences) project, which consolidates the Council’s strategy to integrate culture and tourism into the international projection of Mallorca as a creative, contemporary destination committed to new generations of emerging artists.
After decades of inactivity, the Noves Presències project was revived last May with the exhibition ‘Inside and Beyond the Frame’ at La Misericordia in Palma. This exhibition gave visibility to seven emerging artists from the Mallorcan contemporary art scene. The Council took the project one step further by taking it to London to give international recognition to the seven creators of Noves Presències 2025, who were selected by the Balearics Association of Curators and Art Critics.
The seven artists were: Joan Bonnemaison, Elena Covas López, Marta Crespí, Marga Estelrich, Rebeca Morey Pérez, Nicole Scarpa and Joan Vidal Monserrat. The Inside and Beyond the Frame exhibition, curated by Beatriz Escudero, reflected on the multiple materials and diverse practices that make up contemporary art today, while offering a plural, critical and innovative perspective on artistic creation on the island.
Vice-president and councillor for culture and heritage, Antònia Roca, celebrated this important milestone for young Mallorcan artists: “After years without offering opportunities to emerging artists from the island, it is with pride that we exhibit Noves Presències in London and show the world the artistic talent that is born in Mallorca.
“Culture is a fundamental strategic tool for tourism promotion, especially in an international context that values initiatives such as Noves Presències, as these have the capacity to connect with an audience that seeks to enrich their trips with genuine experiences rooted in the places they visit.”
A Night of Art, Fire and Tradition
After the presentation, the audience was treated to a unique performance by the Federació de Dimonis, Diables i Bèsties de Foc de les Illes Balears (cultural organisation that promotes the traditional fire and demon groups of the Balearic Islands), which brought the energy and symbolism of Mallorcan fire festivals to the Bernie Spain Gardens, opposite the Oxo Gallery.
The spectacle, directed by Miquel Pons, offered a small-scale recreation of a correfoc — a traditional fire run — featuring eight dimonis (demons) dressed in their traditional costumes and carrying their characteristic props. For around thirty minutes, the colles Escarrufaverros Dimonis (Campanet), Bocsifocs Dimonis (Esporles), Dimonis de Calvià Vila and Dimonis de Sa Pedrera de Muro shared with the London audience the strength, music and festive spirit that define Mallorca’s popular celebrations.