The tourism industry of the Balearic Islands is entering a new phase characterized by a guiding principle: growth in value, not in volume. This was one of the key messages conveyed by the President of the Government of the Balearic Islands, Marga Prohens, during the presentation of the 2026 Tourism Awards, held this Wednesday at the Son Verí estate in Marratxí, as part of the tenth edition of the Night of Tourism.
Speaking before a broad representation of institutions and companies from the archipelago, Prohens urged the sector to “go a step further” toward a more sustainable tourism model that is compatible with the well-being of those who live on the islands year-round. “We have reached our limit: our islands can no longer grow in volume; now is the time to grow in value,” he said.
The president highlighted some of the regional government’s key priorities, including freezing tourist accommodation capacity, banning new vacation apartments, combating illegal lodging, and promoting the training of local talent. As he emphasized, transforming the tourism model involves improving quality and competitiveness without sacrificing community life and residents’ quality of life.
The tenth edition of these awards, organized by the Regional Government through the Balearic Islands Tourism Strategy Agency (AETIB), in collaboration with the Council of Mallorca, once again put the spotlight on the people and projects behind the archipelago’s main economic industry.
The Secretary of Tourism, Culture, and Sport, Jaume Bauzà, defended precisely this human dimension of tourism. “The Tourism Awards reflect the soul of our islands,” he said, before highlighting the role of the thousands of professionals who sustain the excellence and hospitality of the Balearic Islands every day. For his part, the president of the Council of Mallorca, Llorenç Galmés, emphasized the need to develop as a destination through sustainability, technology, and innovation.
Carlos Martorell, ambassador of Ibiza’s most international side
Among the standout names in this edition, Carlos Martorell stands out, having been awarded the Ambassador of the Balearic Islands Award. His career is closely tied to the development of Ibiza’s international image and, to a large extent, to the island’s own narrative as a cosmopolitan, creative destination associated with international culture, fashion, and leisure.
Martorell, an international public relations professional based in Ibiza, has been part of the island’s unique history for decades. His work began to gain prominence in the 1960s, coinciding with Ibiza’s transformation into one of the Mediterranean’s most important international destinations. Throughout his career, he has been involved in creating and organizing events linked to some of the biggest names in Ibiza’s nightlife, from Pacha’s Flower Power VIP to celebrations commemorating the opening and history of clubs like Pacha, Amnesia, and the legendary KU.
His professional career has run parallel to the development of Ibiza as an international brand. Fashion, art, music, the media, gastronomy, and business have been part of an ecosystem of relationships that Martorell has cultivated for decades, allowing him to become one of the most recognizable faces representing the island abroad.
The government award specifically recognizes this ability to act as an ambassador for Ibiza and the Balearic Islands. Their career has helped project an image of the islands associated with the Mediterranean lifestyle, creativity, heritage, and culture, going beyond the traditional sun-and-sea tourist attractions.
Martorell has also brought this multifaceted personality to other fields. As a writer, he has published novels such as *Requiem for Peter Pan in Ibiza* and *La memoria enjaulada*, while his career has also been documented in the documentary *Carlos Martorell Polifacético*. His photographs, encounters with international figures, and his participation in events that are part of Ibiza’s recent history have helped build a unique archive documenting the island’s evolution.
He summarizes his career with the sense of humor that has characterized him for decades. “I was named ambassador of Ibiza Preservation, then ambassador of Ibiza Luxury Destination, and as they say, ‘the good things come in threes,’ now I’m receiving this award from the Balearic Government at La Nit del Turisme as ambassador of the Balearic Islands,” he said after receiving the award. Martorell also recalled his connection to the archipelago’s two main islands: “I lived in Palma in 1966 and spent several decades in Ibiza, two unparalleled destinations in the Mediterranean.”
His personal account serves, in a way, as a testament to the transformation Ibiza has undergone over the past few decades. “I have spent the best years of my life in Ibiza and I will be eternally grateful for what I have experienced and the people I have met,” he explained, citing among these connections international figures from the worlds of fashion, sports, cinema, and aristocracy, such as Valentino, Giorgio Armani, Elle McPherson, Naomi Campbell, Rafa Nadal, and Roman Polanski.
Beyond the person and his unique sense of humor, this recognition highlights a less quantifiable aspect of tourism: the ability of certain personalities to forge international bonds and help strengthen a destination’s identity.
A map of tourism beyond the numbers
The 2026 Tourism Awards reflect precisely this diversity. The Tourism Innovation category recognized the Son Servera and Sant Llorenç des Cardassar Tourism Consortium for its public-private and supramunicipal collaboration model, and ATEIF – Ibiza and Formentera Tourism Analysis – for its work in strategic analysis of visitor behavior.
In the Social Responsibility category, the awards went to “Magaluf for All,” an initiative promoted by the Calvià City Council, and to the Royal Family Care Scholarship from the Royal Son Bou Family Club, which supports projects related to children, education, and families.
The Tourism Employee of the Year award was presented to Maribel Molinos, who has spent more than half a century working for Universal Beach Hotels, and to José Antonio Juan Torres, who has been working at Invisa Hotels in Ibiza for nearly four decades.
The “Professional Career in Tourism” category brought together a wide range of individuals who have contributed to the sector’s development from various fields: Joan Gaspar Vallori (posthumously); Antoni Torres Marí; Lázaro Alcaide Paz; Juan Yern Mayans; Juan Luis Ruiz Collado; Josep Forteza-Rey; and Dorita Latorre.
In the ‘Tourist Experience’ category, awards were given to the Formentera Astrotourism project, led by the Formentera Astronomical Association, and to Vestige Collection, for its commitment to restoring unique properties linked to history, culture, and landscape.
The Ambassador of the Balearic Islands Award was also presented to the Palma Hotel Association, Essentially Mallorca, and Das Inselradio, along with Carlos Martorell.
Emerging talent was also in the spotlight with the recognition awarded to Joan Costa Ferrer, a chef from Formentera who trained in some of Spain’s most prominent fine dining restaurants and is behind projects like Sol Post – which received a ‘Sun’ from the Repsol Guide in 2025 – and Indiscret Bar.
The evening also included a Special Honorary Mention, awarded posthumously to Jaume Bauzá Andreu, founder of Protur Hotels and one of the key figures in the development of tourism in Cala Millor and Sa Coma. His business career was characterized by investment, innovation, job creation, and a deep connection to the local area.
Ten editions after its launch, the Night of Tourism has become a showcase for a sector looking to redefine its next phase. At a time when the Balearic Islands are debating how to balance competitiveness, sustainability, and social harmony, the awards convey a message that goes beyond visitor numbers: the islands’ future in tourism will also depend on the people, companies, and ideas capable of adding value to a destination that has spent decades building its international reputation.
