STPM
2020-2023
1. Meetings
One of the objectives of this strategic tourism plan is to promote the participation of stakeholders from the tourism sector and other economic and social sectors in planning tourism policies. To this end, both individual and group meetings have been held with the entities, people and positions listed in the table below. Panels of experts have also taken place to learn their opinion on the degree of importance and/or impact of some aspects in Mallorca’s future tourism sector.
Since the beginning of the project at the end of December 2019, a total of seven group sessions and ten individual sessions have been held and the following topics have been discussed: connectivity, saturation, seasonality, markets, city of Palma, tourism model, visitor profile, destination image, products, visitor service, governance, promotion channels, use of data and smart tourism, infrastructures and services, and other key factors involved in producing the Strategic Tourism Plan of Mallorca 2020-2023. Below is a summary of the main details of the individual and group sessions.
GROUP SESSIONS
| DATE | ENTITIES | NO. OF ATTENDEES |
|---|---|---|
| 18/11/2019 | Fundació Mallorca Turisme (FMT) | 3 |
| 28/11/2019 | Fundació Mallorca Turisme (FMT) and Tourism Board | 12 |
| 02/12/2019 | Fundació Mallorca Turisme (FMT) and Advisory board | 6 |
| 10/12/2019 | Hotel Business Federation of Mallorca (FEHM) | 2 |
| 12/12/2019 | Federation of Small and Medium Enterprises of Mallorca (PIMEM) and members (Habfur, Grupo Toast, small hotels and youth hostels) | 5 |
| 13/12/2019 | Mallorca Chamber of Commerce and Navigation, Chamber of Commerce and members of the Chamber Tourism (Mallorca Rent, Alcudiamar, ASHPAMA and Bankia) | 6 |
| Town councils of the island's municipalities | ||
| 16/12/2019 | CAEB |
INDIVIDUAL SESSIONS
| DATE | ATTENDEE | ATTENDEE'S ENTITY |
|---|---|---|
| 29/11/2019 | Antoni Riera | Director of the Impulsa Balears Foundation and professor at the University of the Balearic Islands (UIB) |
| 03/12/2019 | Luis del Olmo | President of the BalearsT cluster, director of the main companies in the tourism sector, member of entities representing the tourism sector and promoter of innovative projects of tourism in Mallorca |
| 05/12/2019 | Jaume Hoch | President of the Hotel Association of Alcúdia and Can Picafort and member of the Advisory Board of the FMT |
| 10/12/2019 | Francisco Mulet | President of the Business Association of Travel Agencies of the Balearic Islands |
| 11/12/2019 | M. de la Mar Suau | Director of the Son Brull Hotel and member of the FMT Advisory Board |
| 11/12/2019 | Laurence Griffon | Editorial Director of the PIAF Majorque Association |
| 12/12/2019 | Jaume Montserrat | President of TurisTEC, an international cluster of technologies applied to tourism |
| 12/12/2019 | Cati Alemany | RSC Manager at RIU Hotels & Resorts |
| 19/12/2019 | Eduardo Gamero | President of Tourism Promotion of Mallorca |
| 19/12/2019 | Pedro Barbadillo | President of the Mallorca Film Commission |
These meetings resulted in a very broad consensus on the need for:
Below are the most relevant aspects based on the issues covered:
2. Panel of Experts
Besides establishing a participatory and agreed action plan, the Strategic Tourism Plan of Mallorca 2020-2023 also defines a management model for the destination that consolidates the collaboration between the Mallorca Tourism Foundation, the tourism business sector and their representative organisations.
Consequently, we sought the opinion of experts with knowledge of the sector in order to anticipate the most important future transformations that may occur in the tourism sector in general and in Mallorca in particular.
The tourism experts rated a series of items between 1 (minimum score) and 8 (maximum score) based on the degree of importance and/or impact that they believe the following issues will have for the future of tourism in Mallorca.
As can be seen in the attached table, experts in tourism consider that the issues with the highest degree of importance and/or impact for the future of tourism in Mallorca are:
| ASSESSED ISSUES | AVERAGE RATING |
|---|---|
| Promoting tourism quality as a key factor in competitiveness (SICTED, UNE, Q TOURIST ...) | 6,6 |
| Development of digital tourism promotion and online marketing | 7,0 |
| Segmentation of the promotion based on the specialization of tourist services and products specific | 7,1 |
| Participation in public and private collaboration networks | 6,8 |
| Recipe for new markets | 6,8 |
| Implementation and implementation of new technologies in tourism companies | 7,1 |
| Improving the professional skills of workers (specific training) | 7,3 |
| Generation of the use of languages | 7.2 |
| Adaptation of the destination to universal online and offline accessibility | 6,9 |
| Enhancing the visibility of Mallorca with the support of the Balearic Islands brand | 6,8 |
| Improving the tourist image | 7,2 |
| Improvement of tourist infrastructures | 7,3 |
| Improved connectivity | 7,5 |
| Enhancing the structuring of tourist resources into tourist products | 6,9 |
| Improving the capture and availability of data and statistics of tourist information | 7,0 |
| Enhancing business cooperation and associationism | 6,9 |
| Need for a tourist plan as a roadmap to follow | 7,4 |
| Increase in public investment in destination promotion | 6,2 |
The following table shows other aspects that the experts believe are of interest for the Mallorca destination and that have not been previously considered. They are listed in order of priority.
PRIORITY 1
- Conservation and protection of the territory
- Become a stage in European circuits that tourists from altars continents do during their visit to Europe
- Deepen issues and parameters of sustainability and make it known
- Implement quality in companies
- Consider the impact on the territory and develop a sustainable action plan within the PDTM
- Tourist limitation to saturated spaces
- Pedagogy and social awareness in favor of a "healthy" tourism dynamic, already which for now is our source of collective well-being
- That future convis sihun long term and not every time it is changed from Government, this also creates legal insecurity for companies and the future investments
- Investment in tourist municipalities to improve the destination
- Sports professionals in town halls
- Tourist promotion of the interior of Mallorca
PRIORITY 2
- Facilitate the improvement of the business environment and business facilitation
- Give versatile and dynamic target image (multiproduct)
- Improving island connectivity, more public service
- Need to join forces between municipalities so as not to overlap activities or expenses unnecessary with more repercussions if promoted jointly
- Awareness of the tourist about the need to preserve the environment
- Avoid anti-tourism campaigns by some minorities
- Coordination between administrations and facilitation of work in companies
- Aid in material and human resources for tourism promotion
- Facilitate the improvement of the business environment and business facilitation
PRIORITY 3
- Include in the modernity of the island and in its multiculturalism as if it were it is a real European metropolis that can be explored in its entirety territories
- Establish general bases for action on each island and complement each municipality with specific actions in its territory
- Encourage aid to SMEs
- Tourist-sports-health-education VAT on active tourism to deseasonalize and provide quality service with the best staff, 365 days a year and with monitor-participant ratios that ensure security.
- Increase resources and financial aid
Finally, out of all the analysed items, the experts have indicated which they consider the most important in order of priority.
PRIORITY 1
- Promote tourism quality as a key factor in competitiveness
- Improve the professional skills of workers
PRIORITY 2
- Need for a tourist plan as a roadmap to follow
- Promoting tourism quality as a key factor in competitiveness
PRIORITY 3
- Adaptation of the destination to universal online and offline accessibility
- Segmentation of the promotion based on the specialization of services and products specific tourist attractions