The Council of Mallorca has formalised a significant change in its tourism strategy with the restructuring and renaming of its foundation, which is now called the Fundació Turisme Responsable de Mallorca (FTRM). This change marks a turning point in the management of tourism on the island, moving towards a more balanced and conscious model. The Minister of Tourism and President of the FTRM, José Marcial Rodríguez, has presented this reorganisation as essential technical support for the ‘paradigm shift being promoted by the Council of Mallorca in the field of tourism’.
The transformation of the former Fundació Mallorca Turisme responds to the need to align tourism policy with the island's current challenges, such as environmental sustainability, land management and coexistence between residents and visitors. As announced by the president of the Mallorca Island Council, Llorenç Galmés, in the General Policy Debate, the foundation is changing its name to ‘raise awareness and promote responsible tourism abroad’. In this regard, the word “promotion” has been removed from all references, emphasising a new way of projecting the Mallorca brand based on the essential concepts of responsibility, sustainability and coexistence.
Promoting the Mallorca brand based on the essential concepts of responsibility, sustainability and coexistence.
Beyond the name change, the FTRM has undergone a profound restructuring to become a more agile and effective tool in implementing the new tourism strategy. A fundamental pillar of this renewal is the incorporation of data intelligence and monitoring as a foundational objective. This involves defining standards and procedures for the collection, storage, processing and use of data, seeking to guarantee its integrity and security. The aim is to obtain a realistic view of tourism in Mallorca, which will allow for greater control of supply, improved competitiveness and more accurate strategic planning.
New data structure and governance
The Foundation has modified its founding purpose to integrate data intelligence and monitoring. Two key objectives have been added: first, to guarantee data integrity and security by implementing clear governance, defining standards and procedures for its management. Second, to collect, analyse, interpret and manage data that provides an authentic view of tourism in Mallorca, serving as an essential tool for controlling supply, improving competitiveness and optimising strategic planning. These actions seek to provide a solid basis for the design of campaigns, strategic plans and regulations, in a transparent manner and with verifiable information.
Provide a solid basis for the design of campaigns, strategic plans and regulations, in a transparent manner and with verifiable information.
All activities that previously focused on promoting the tourist destination have been redirected towards raising awareness of responsible tourism. This approach will be applied at local, national and international levels, as well as in interactions with other public bodies, marking a clear departure from the previous model and embracing a discourse aligned with current challenges.
Reorganisation of governing bodies
The Foundation's Board of Trustees retains its role as the highest governing body, and the Advisory Council remains one of the main consultative bodies. However, a new management structure has been established with the creation of two coordination roles. These are the Coordination of Collaboration and Awareness, and the Coordination of Intelligence and Monitoring, to which the vice-president may delegate part of his powers for more operational management.
Expansion of the Advisory Council
The new statutes have also updated the composition of the Advisory Council, seeking to ensure that it accurately reflects the socio-economic structure of the island. The aim is for this advisory body to be able to provide solid arguments and the best contributions to the new tourism strategy, guaranteeing an inclusive vision.
To this end, representatives from the Federation of Small and Medium-sized Enterprises of Mallorca (PIMEM), the Cercle d'Economia, and entities linked to sectors such as accessibility, nature, local products and technology have been formally invited to participate. This expansion ensures that decisions are made with an inclusive and cross-cutting vision, creating a plural and effective consultation space that allows the FTRM to receive valuable and representative contributions.
A model focused on residents and collaboration
The FTRM's new direction seeks to place residents at the centre of the tourism model. It promotes tourism that respects local life, the natural environment and the island's unique identity. Awareness-raising is aimed not only at visitors, but also at the local community, fostering harmonious coexistence and pride in a responsible and balanced tourism model.
The FTRM will not operate in isolation, but will work in partnership with the sector to transition towards more sustainable tourism.
The FTRM will not operate in isolation, but will work in partnership with the sector to transition towards more sustainable tourism. The aim is to attract visitors who are committed to preserving the balance and cooperating in the protection of Mallorca's natural, cultural and unique values. Data management, meanwhile, is becoming a strategic service for the sector, allowing supply to be adapted to real demand, anticipating changes and improving the competitiveness of the destination, which in turn improves the Consell's ability to control tourism supply and avoid saturation.