1. Situation diagnosis: SWOT summary
By way of summary, a SWOT analysis was conducted to strategically analyse the island’s main characteristics as a tourism destination from two angles: external and internal. We are, therefore, going to define the main Strengths, Weaknesses, Opportunities and Threats that define the current tourism context of Mallorca.
2. General objectives
Considering these key aspects, and above all that responsibilities for tourism promotion have been transferred from the Balearic Government to the Island Council (Decree 7/2018, dated 23 March), just over a year ago, a reference document needs to be produced to organise and manage the planning of the destination’s tourism by the Mallorca Tourism Foundation. This document will also make it possible to prioritise actions with a view to standardising and economising on tourism promotion planning for the entire Island of Mallorca for the 2020–2023 time horizon. All the actions will take place in a framework of constant collaboration with other authorities and economic and social stakeholders that have a direct and indirect influence on the destination’s tourism activity. In this opportune and necessary context, the current Strategic Tourism Plan of Mallorca contains proposals and intentions clearly defined by the following key requirements:
PProtecting the destination and the assets in its area.
Reinforcing the destination’s image.
Obstructing and curbing any possible imbalances.
Making smart management of the destination a central aspect.
Outlining all decision-making to include sustainability criteria.
Tapping into the professionalisation of the destination.
Incentivising the synergies of other institutions and economic stakeholders.
Organising the participation and involvement of the destination’s stakeholders.
Nurturing the destination’s prestige by boosting its quality.
Supplementing the existing offering with all the intrinsic and potential assets of the Island of Mallorca.
3. Defining specific objectives and strategies
The essential purpose of this Strategic Tourism Plan of Mallorca is to define and implement an approach that is constantly linked to the current administrative, institutional and area context to address present and future planning for tourism promotion on the Island of Mallorca. This planning is focused on a strategic approach, whose essence and concepts are based on:
Under this central approach, there are four main strategic factors that will support future tourism planning and promotion actions for the destination. These strategic factors are:
Factor 1 – Consolidation: The destination’s positioning has to be strengthened with a new and updated image that allows us to consolidate the prestige and professionalism of all the stakeholders that work directly or indirectly in the tourism activity.
Factor 2 – Innovation: The Island of Mallorca has enough resources to enhance and add value to its current planned offering, which is further improved by new forms of tourism, segments, multi-segments, etc. Consequently, we need to promote potential and emerging segments that allow the destination to grow and expand towards new markets of interest.
Factor 3 – Sustainability: As a mature destination, the Island of Mallorca, must introduce measures aimed at protecting the destination as a whole. These measures must be based on sustainability criteria that enable cultural, social and environmental assets to be preserved by offering alternatives and corrective measures in view of mass tourism.
Factor 4 – Smart Destination: New changes in tourist profiles have made it necessary to introduce new processes, tools, and ways to promote and manage the destination that can respond to the new requirements made by demand and to the current tourism context.
4. Strategic alignment
It should be borne in mind that the strategic approach not only responds to the destination’s requirements, but is also linked to the main current strategic reference tools used in the sector and in a local context.
This strategic alignment has finally led to an approach in which there are four major courses of action within each of the four main strategic factors.