Mallorca, the largest of the Balearic Islands, has been attracting millions of tourists for decades. In 2023, it welcomed more than 12.4 million visitors, of whom 85 % were international. Germans and Britons continue to dominate, followed by increasing numbers of French, Scandinavian and Polish tourists. Tourism accounts for around 75 % of the island’s GDP, which is why local authorities and organisations such as Fundació Mallorca Turisme focus on promoting diversity – from beaches to culture, sport and nature.
The Drach Caves – an underground spectacle
Located in Porto Cristo, the Cuevas del Drach are among Mallorca’s oldest attractions. The 1.2-kilometre route leads to Lake Martel, where classical music concerts take place.
Marketing communication focuses on emotion and aesthetics: slogans such as “The magic of nature beneath your feet” and evocative lighting effects appeal to mass audiences and families seeking a safe yet awe-inspiring experience.
Cap de Formentor – the symbol of view and effort
The dramatic Cape Formentor, at Mallorca’s northern tip, is one of Spain’s most photographed spots.
Cycling tourism:
The route from Port de Pollença to the lighthouse is a pilgrimage for road cyclists. The winding, scenic road with gradients reaching 10 % draws both amateurs and professionals, including World Tour teams training before the season. In campaigns, Mallorca is promoted as a “cycling paradise” through slogans such as “Ride your paradise” and “The island for cyclists”. Hotels along the route provide workshops, storage and guided packages like “Formentor Ride”.
Target segment: active tourists, photographers, sports enthusiasts and premium visitors – combining nature with exclusivity.
Alcúdia and Port de Alcúdia – heritage and recreation
The historic town of Alcúdia is enclosed by medieval walls, with narrow lanes, markets and the Roman ruins of Pollentia. Promotional materials present it as “the historical heart of northern Mallorca”.
Meanwhile, Port de Alcúdia is a modern seaside resort boasting over 10 kilometres of sandy beaches and full tourist infrastructure. Its campaigns highlight family-friendly recreation under slogans such as “Fun for families” and “Your beach in the north”. The municipality often uses the line “Two souls of Alcúdia” to emphasise the harmony of heritage and leisure.
Target audiences:
- Alcúdia: cultural tourists, couples, authenticity seekers.
- Port de Alcúdia: families, all-inclusive holidaymakers, mass tourism.
Pollença – elegance of the north
Pollença and its port provide a calm, refined alternative to the busier resorts. The town promotes itself through authenticity, art and sporting events such as half-marathons and triathlons. The official website pollensa.com highlights culture, gastronomy and outdoor experiences – appealing to discerning, higher-income travellers who value locality and peace.
Sóller and the heritage railway – a journey through time
One of Mallorca’s icons is the Ferrocarril de Sóller, an electric wooden train operating since 1912 between Palma and the mountain town of Sóller. Travelling 27 kilometres through the Serra de Tramuntana, olive groves and tunnels, it offers a nostalgic experience.
Upon arrival, visitors can continue by the heritage tram (1913) linking Sóller with Port de Sóller, a 5 km seaside journey famous for its picturesque views.
Promotion:
The train and tram feature prominently in western Mallorca’s tourism imagery under the slogan “From the mountains to the sea”. Videos and brochures present the polished wooden carriages as symbols of authenticity and tradition – a contrast to modern resorts.
Target segment: families, cultural tourists, history lovers and social-media travellers seeking “instagrammable” experiences.
Rafael Nadal Museum & Sports Centre – modernity in Manacor
In Nadal’s hometown of Manacor stands a high-tech museum and sports complex combining education, competition and innovation. Its message centres on “values” and “experience”. With over 100,000 visitors annually, it successfully attracts families, young people and sports fans to a lesser-known region, helping to spread tourism inland.
Visual identity and the influence of Joan Miró
Mallorca’s visual marketing language is deeply influenced by the art of Joan Miró, who lived and worked in Palma de Mallorca from 1956. His vivid palette – primary blues, reds and yellows – inspired the logos, posters and colour schemes used by Turisme Illes Balears and several municipalities.
Miró’s minimalist forms, evoking the sun, sea and stars, lend Mallorca’s image an artistic and distinctly Mediterranean identity – linking art, nature and emotion into one recognisable style.
Mallorca’s promotion today forms a refined mosaic:
- Drach Caves – emotion and natural spectacle.
- Formentor – scenery and athletic challenge.
- Alcúdia / Port de Alcúdia – heritage and family leisure.
- Pollença – authenticity and culture.
- Sóller – nostalgic travel by train and tram.
- Manacor – modern sport through the Rafa Nadal sport centre.
Unifying them all is a vivid visual language inspired by Miró – simple, colourful, full of Mediterranean energy. Through this blend of art, sport and tradition, Mallorca presents itself not just as a tourist destination, but as a cultural icon of the Mediterranean – a place where beauty meets experience.
At PAULAT, we create effective communication strategies for territorial brands. Since 2007, we have conducted marketing research and data analysis in over 30 processes of identifying tourist products, creating brand strategies and/or brand communication. Our insights are used to increase the effectiveness of promotional activities, including Sopot, Dolny Śląsk, Płock and Kołobrzeg.