The foundation allocates 175,000 euros each year to tourism promotion. There will be 300,000 euros more in 2021 for this brand relaunch. In addition, 120,000 euros will be for media campaigns in the UK and Germany.
The increased budget is in order to try and recover at least part of what has been lost because of the pandemic. Palma's tourism councillor, Elena Navarro, says that there will also be promotion of the high season, there having been success in addressing tourism seasonality and turning Palma into an all-year city break destination.
The most immediate projects are the change in the design of the brand and an updating of the Visit Palma website. This update will have a reservations' system for hotels and attractions. Navarro adds that alternative routes for excursions are to be launched, with the aim of "redistributing the flows of visitors in the city".
The manager of Palma 365, Pedro Homar, explains that there is to be a further line of funding. The foundation will receive 975,000 euros over three years from the secretary of state for tourism, the Balearic government and Palma town hall. This is linked to the plan for the transformation of Palma through innovation and will be for, among other things, an expansion of wifi networks in the city and tourism-related Big Data.
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The newspaper reports in the English press concerning British travellers being refused entry & pensioners being forcibly deported, alongside graffiti stating ' Tourists not welcome' are doing Mallorca no favours. The authorities need to make the brits feel welcome and safe before they will return in any large numbers.
A complete waste of time spending more money on promotional when there is no strategic plan behind it!!....but this is symptomatic of the entire Balearic islands not just Palma...and there will be people in local government who feel good about what they have personally achieved....sad but true but don't expect it will do you any good if you wish to move into more serious tourism promotion in the future!!