Francisco Serrano is the general manager of the five-star Hotel Nixe Palace in Cala Major and president of the Palma Hoteliers Association. A staunch advocate of a tourism model based on quality, diversification, and coexistence with residents, he believes more events are needed to make Palma a genuinely all-year destination.
"More content. In winter, we need major cultural and sporting events to attract visitors. The future exhibition centre and the ambition for Palma to be a European Capital of Culture align with the type of visitor we're looking for: respectful, interested in culture, and not solely dependent on good weather to visit us at any time of year."
As it is, Serrano points to increased market diversification. "Palma has improved its connectivity with the US and new markets in addition to the domestic and French markets. Added to these are the traditional German and British markets, which have been performing well. This diversification makes the destination more solid and competitive. Our goal is 'less is more': fewer peaks, a discerning clientele seeking experiences who travel during peak season and the winter months."
He believes 2026 will be very similar to 2025. "The goal is to consolidate, while continuing to diversify our markets and have new connections, such as Toronto and Abu Dhabi. Furthermore, the arrival of major international brands is positioning us better on the world map, which is very positive for Palma, especially given that its hotels that are open year-round.
As to the German and British markets, Serrano stresses that they continue to be the main markets. "British tourists are feeling the pinch slightly, partly due to the increased complexity of travel, but customers who come to Palma are less price-sensitive. If they decide to visit, they don't usually cancel their trip. Meanwhile, our biggest challenge remains achieving more consistent annual occupancy, with fewer peaks in the summer and more activity in the winter, something crucial for the viability of businesses and for providing stable, quality employment."
Work on remodelling the Paseo Marítimo finally ended this year. There has been a transformation, but Serrano has a criticism. "There needs to be a clear solution to the parking problem. Without it, there will be no commercial development or restaurants. It should become a major thoroughfare for residents and tourists, helping to decongest the city centre and better distribute visitor flows."
With congestion and a sense of overcrowding in mind, he insists that the main problem is unregulated tourist accommodation. "We're not against any type of accommodation, so long as it's regulated and on a level playing field. Illegal rentals take away housing from residents, generate neighbourhood conflicts and problems with security and public order; they ultimately turn citizens against tourism in general."
As to cruise ships, Serrano insists there needs to be better management of arrivals rather than prohibition. "It cannot be that one day several cruise ships arrive and another day none. Well-coordinated, they add value, as many visitors discover Palma this way and then return for longer stays."