The Alcudia and Can Picafort Hoteliers’ Association has concluded its participation in FITUR 2026 tourism fair with a positive assessment and a clear idea: the roadmap set out at the last assembly – based on sustainability, sports tourism and responsible coastal management – is fully in line with the trends that are currently shaping the international tourism market. The Association’s delegation accompanied Alcudia’s institutional presence, which presented a strategy at the fair focused on sport and nature as the cornerstones for deseasonalising the destination and generating value throughout the year.
During the fair, hoteliers held meetings with tour operators, agencies and other business partners to consolidate the positioning of the Bay of Alcudia as an active and sports tourism destination, building on the strong performance of segments such as cycle tourism. “FITUR confirms that we must continue to focus on a model that combines sport, nature and quality of service. These are products that help to deseasonalise, attract loyal customers and fit in with the current sensitivity towards sustainability,” said the president of the Association, Pablo Riera-Marsa.
At the same time, the Association has taken advantage of its presence in Madrid to renew its commitment with the authorities, made in previous editions of the fair, to sign a protocol of action to combat the degradation of the sandy areas of Alcudia Bay: accelerated sand loss in Can Picafort, excessive accumulation on Alcudia beach and the impact on wetlands and flood risks in the area. ‘We obtained a formal commitment to work in a coordinated manner some time ago; now the important thing is to move from commitment to a timetable and concrete actions,’ stressed Riera-Marsa, recalling that the priority is for technicians and scientists to lead the solutions.
In line with the conclusions of the assembly held in autumn, the Association also raised at FITUR the need to accelerate strategic infrastructure projects linked to the sustainability of the destination, such as the new Muro–Santa Margalida WWTP and water and environmental management actions in the northern area. In this regard, hoteliers welcome the progress made on projects related to water supply and reducing pressure on aquifers, which are essential to guaranteeing the quality and competitiveness of the destination in the medium and long term.
Another point addressed in the talks at FITUR was the need to make progress in the fight against illegal tourist accommodation, a concern shared by the entire sector. The Association points out that this type of unregulated offer adds pressure on the territory and coexistence, as well as generating a feeling of unfair competition. “It is not just an economic issue, but also one of land use planning, coexistence and sustainability. If we want to talk seriously about quality, we need a balanced playing field and regulated accommodation,” warned the Association’s president.
Riera-Marsa recalled that the Association went to FITUR after recently renewing its presidency and defining a clear roadmap for the coming years, focused on new municipal tourism strategic plans, collaborative governance and comprehensive coastal management. ‘We return from FITUR with a clear message: Alcudia and Can Picafort have the opportunity to continue to be leaders, but that requires activating the projects that are already on the table and ensuring that sustainability ceases to be a slogan and becomes concrete decisions,’ he concluded.