The Hotel Business Federation of Mallorca (FEHM) has launched the second major milestone of its advertising campaign “Thanks for Visiting Mallorca” at Palma Airport by installing a banner that reads, “This is your holiday. This is our home. Let’s all take care of it.”
Following the launch of the campaign on June 10 and its display on about fifteen billboards located at various strategic points on the island, the FEHM has announced that it has now brought its key message to the entry point used by the majority of the island’s visitors.
With this new message, hoteliers are asking tourists, from the very beginning of their stay, to respect the environment, to be kind to one another, and to demonstrate a shared commitment.
Measuring 39 meters wide and 15 meters high, the banner serves as a reminder that Mallorca is the preferred vacation destination for millions of people, but it is also home to those who live there and build their lives.
Based on this premise, the campaign sends a positive message that calls for the preservation of Mallorca through shared responsibility, mutual respect, and harmonious coexistence. “We emphasize that tourism and local life are part of the same reality and that the two are not incompatible, but rather complementary. Mallorca can continue to be a leading international destination precisely because it is, first and foremost, the home of thousands of people whose well-being and quality of life are part of the destination’s own experience,” said FEHM President Javier Vich.
With this new initiative, the Federation is increasing the campaign’s visibility at the island’s main entry point, complementing the existing network of billboards along transportation routes and in other strategic locations in Mallorca, to continue spreading a message aimed at raising awareness and reconciling the interests of tourists and residents.
Vich emphasized that the sector “shares the same concerns as any resident” and called for the challenges to be addressed through “dialogue, collaboration, and policies that strengthen the economy’s resilience.”
“Undermining the island’s main economic activity will never be the solution to the island’s problems,” argued the spokesperson for the business organization at the presentation of the ‘Smart Observatory’ report on Mallorca’s hotel sector. According to him, the main conclusion of this analysis, conducted by PwC, is that Mallorca “continues to be one of the most solid tourist destinations in the Mediterranean.”
“There are also challenges,” he said, referring to access to housing, transportation, the availability of talent, and harmonious coexistence between residents and visitors. “We are fully aware of them, because we live here too,“ he added.
