Mallorca, a long-established leader in European tourism, has been implementing a strategic initiative aimed at enhancing its profile within the North American market.The initiative involves conducting comprehensive surveys, engaging key stakeholders, and organising targeted networking events to underscore the island’s dedication to responsible tourism. The objective is not simply to increase awareness but to position Mallorca as a distinguished destination for U.S. tourists, known for its responsible tourism practices. Central to this strategy is the Mallorca Responsible Pledge (www.mallorcapledge.com), which outlines a framework for promoting a harmonious relationship between residents and visitors, while safeguarding the island’s cultural, environmental, and social heritage. This forward-looking approach emphasizes Mallorca’s commitment to sustainability and ensures the island remains at the forefront of global travel trends.
In an effort to gain deeper insights into the evolving profile of American tourists, whose numbers continue to grow on the island, the public tourism entity Fundación Mallorca Turisme has conducted a survey aimed at introducing the Mallorca Responsible Pledge and gauging the response of the U.S. market. This initial phase focused on the East Coast, where awareness of Mallorca is notably higher due to the availability of direct flights during the summer season.The survey forms part of a broader strategy, with plans to extend these efforts to other regions across the United States, ensuring a comprehensive understanding of the U.S. audience and their expectations regarding responsible travel.
Survey Results
Mallorca, known for its stunning landscapes and rich cultural heritage, has gained recognition among East Coast U.S. travellers for its dedication to responsible tourism. A recent survey conducted by the company Heart and Mind Strategies LLC on behalf of Mallorca Tourism reveals that 72% of international travellers from major East Coast markets believe that Mallorca is at the forefront of responsible tourism, and 67% strongly agree that the island’s residents take pride in their home and care deeply about preserving it.
Mallorca’s Responsible Tourism Pledge Resonates with Travellers
Mallorca’s Responsible Tourism Pledge is not just a local initiative, but a global call for sustainable travel. For nearly 66% of respondents, this pledge is viewed as extremely or very important when choosing their travel destinations, and overall 94% of respondents consider the pledge relevant.
What’s more, the pledge has significantly enhanced perceptions of Mallorca, with 84% of travellers viewing Mallorca more favourably after learning about its commitment to responsible tourism.
And the pledge isn’t seen as just a guide for tourists—85% of travellers believe it is designed for both residents and visitors, reflecting a shared responsibility. Two key aspects of the pledge stand out for travellers:
- Appreciate and protect Mallorca’s environment – 58% say this is most meaningful.
- Treat Mallorca like your temporary home – 57% find this next most meaningful.
Among travellers who prioritise sustainable practices in their choice of destinations, the pledge makes a significant impact. In fact, those who see a destination’s commitment to responsible tourism as vital are more than twice as likely to consider visiting Mallorca (60% vs. 20%). The island’s alignment with these values of responsible tourism further enhances its reputation as a highly desirable getaway destination, with 55% of responsible travellers viewing it as extremely favorable, compared to 37% of other travellers.
Mallorca’s Appeal to Discerning U.S. Travellers
While fewer U.S. travellers are familiar with Mallorca compared to other Spanish destinations, 43% strongly agree to adding Mallorca to their bucket list, and 38% to adding Mallorca as a stop the next time they visit Europe.
Those who know the island, recognise its unique blend of responsible tourism and world-class attractions. In fact, the following are seen as most important when choosing an international travel destination (showing % total important):
- Cultural attractions (96%)
- Availability of direct flights (95%)
- Outdoor adventure (83%)
- Beaches (82%)
- Availability of luxury resorts and hotels ( 77%)
- Public Transportation (75%)
- Family friendly activities (73%)
Mallorca delivers on all fronts, making it a top choice for those who want more than just a typical vacation.The island’s rich cultural heritage and breathtaking natural landscapes are complemented by its strong commitment to responsible tourism.
The willingness of travellers to chose Mallorca highlights the island’s growing appeal. 88% of the respondents are likely to consider traveling to Mallorca within the next two years, of which 27% extremely likely.
Local cuisine and Mallorca wine strongly sparks curiosity of Discerning US travellers
The curiosity of most US travellers is awakened by the taste and flavours of Mallorca´s local cuisine (93%) and wines (86%). 58% of whom stated to be very curious to discover the Mallorca local cuisine challenging what they thought they knew of the Mediterranean food. Whereas 49% of respondents are very curious to want to explore Mallorca vineyards because it presents them with an opportunity to compare with other vineyards that they may be more familiar with.
Tackling Overtourism with Purpose
Despite recent reports of protests related to over tourism in Spain, 89% of surveyed U.S. travellers remain unaware of these events in Mallorca and are unconcerned.
Within the 11% of respondents that have heard, read or seen about the protests in Mallorca, 30% are less likely to consider visiting the island due to the news and 69% consider it has no negative impact on their likelihood to consider visiting.
The US traveller is a strong match for Mallorca
Sustainability: US travellers are increasingly committed to sustainability. In 2024, eco-friendly travel is a high priority, with many US travellers actively seeking accommodations that promote environmental practices such a waste reduction and energy efficiency. Over 70% of US travellers expressed willingness to pay more for sustainable travel options. (Source: TravelDailyNews International)
Not attract the party types: When it comes to bachelorette and bachelor parties, most American travellers opt for destinations like Las Vegas, Miami, and Nashville. These cities favoured for high-energy celebrations, with wellness retreats and staycations emerging as alernatives. (Source: Brides)
The likelihood of Mallorca being a major destination for “party tourism” from US travelers is low, making it a great match for travellers focused on culture and sustainability. (Source: Rocket Agoda)
Experiences that match the interest of US travellers
US travellers are increasingly drawn to cultural, dining, wellness, and nature-focused experiences. They seek opportunities for relaxation and rejuvenation, with manyh opting for spa treatments, fine dining, and immersive cultural activities. (Sources: Brides, TravelDailyNews International)
Mallorca’s luxury resorts, spa offerings, and cultural heritage align perfectly with US traveller preferences for relaxation and rejuvenation.
The Survey
Objectives
- Gauge awareness and interest in responsible tourism
- Understand awareness and interest in choosing Mallorca specifically as responsible tourism destination
- Assess awareness and favourability of Mallorca as a destination
- Test messages to communicate Mallorca’s image
Methodology
- Mode: Online survey
- Length: 15 minutes
- Dates: September 3 -13, 2024
- Audience: 18 years of age or older; household income of $75,000+ USD; traveled internationally in the past three years
- Geography: New York DMA (n=266), Philadelphia DMA (n=251), Boston DMA (n=184), Baltimore DMA (n=98), Washington DC DMA (n=201). Note: AS there is currently only one direct flight from the US to Mallroca from Newark Liberty International Airport (EWR), focusing our research on these geographies that can conveniently travel to Mallorca hast the greatest impact.
- Weighting: Datea are weighted so that each DMA represents its share of the total population of the region: New York DMA = 48%, Philadelphia DMA = 16%, Boston DMA = 13%, Baltimore = 7%, Washington DC = 16%
