- For the first time in the municipality's history, a plan of this kind has been drawn up by the Town Hall
- The 2026-2030 roadmap, developed in collaboration with the consulting firm Amundsen and the local socio-economic sector, outlines 48 key actions
- The aim is to continue the evolution from the traditional sun and beach model towards a multi-experience, smart, sustainable, and active destination year-round
- The plan is currently in the approval phase, although some measures are already underway
Calvià Town Hall has launched, for the first time in the municipality's history, a Strategic Tourism Plan with a 2026-2030 horizon. This ambitious tool was created with the fundamental objective of shaping, structuring, and organizing, under a single overall strategy, both the tourism projects already being implemented and the numerous initiatives that will be developed over the next five years. Far from starting from scratch, the document represents the continuation and updating of the work developed by the Town Hall in recent years, a strategic model that is already yielding tangible results reflected in an increase in the number of months of activity, greater hotel availability outside of peak season, and a top-tier events programme distributed throughout the year.
The plan was presented this Thursday by Mayor Juan Antonio Amengual, accompanied by, among others, Gabriel Escarrer, CEO of Meliá Hotels International, and Jordi Llobregat, CEO of Amundsen, at an event in the Hotel Bonanza in Illetes, which was attended by numerous representatives of the municipality's tourism sector.
In this regard, Amengual stated that "this government team does not reject the sun or the beach, which remain our main attraction. But we have the necessary tools to take our proposal further." For all these reasons, he pledged to embrace "this roadmap for what it is: a responsibility and an exercise in public service." Our obligation is to leave Calvià better than we found it, and to prepare the municipality for future generations.”
He emphasized that “tourism shapes employment, urban planning, the environment, mobility, services, and community life in our areas. And because it affects everyone, it demands shared responsibility from everyone: government, businesses, and civil society.”
A participatory process
For the development of this action guide, selected through a public tender, the Town Hall (Ajuntament) received technical assistance from the specialized consultancy firm Amundsen, working closely with the Municipal Tourism Department. Following an initial phase focused on the technical diagnosis, the definition of the strategic model, and the design of the operational plan, a broad participatory process was launched in February this year. This process included on-site visits to key areas such as Magaluf, Santa Ponça, Peguera, and the inland regions; in-depth interviews with industry experts; and sectoral and territorial working groups with the active participation of business owners, workers, and representatives of civil society.
As a result of these contributions and the subsequent SWOT analysis, the operational pillars that govern the document were established. Thanks to this cross-cutting approach, actions that were previously carried out in isolation are now integrated into a comprehensive, coherent, and perfectly coordinated vision with common goals.
Six strategic objectives to diversify and enhance the destination's value
The Calvià Strategic Plan 2026-2030 focuses its efforts on six major goals for municipal tourism management: to revitalize tourism activity and diversify the current model; to increase average visitor spending in the destination; to guarantee the comprehensive sustainability of natural resources and public services; to strengthen governance and consolidate public-private partnerships; to maintain a firm commitment to territorial balance and social cohesion; and to decisively reinforce the municipality's tourism communication and marketing.
To achieve these objectives, the plan outlines 48 specific actions distributed across five main lines, assigning each initiative a detailed fact sheet with its description, associated product, stakeholders, budget forecast, six-month timeline, and priority level:
Line 1 (Product structuring) aims to offer reasons to visit Calvià year-round by promoting options such as snorkeling routes, an underwater museum, children's activities, the Calvià Wellbeing brand, sports products, film routes, the MICE (Meetings, Incentives, Conferences, and Exhibitions) agenda, the gastronomic product club, the Arrels project, the Galatzó 365 initiative, a film festival, and a permanent venue for nautical events.
Line 3 (Management and governance) focuses on providing the municipality with a stable and efficient management structure through the consolidation of the municipal technical team, the creation of the 365 Foundation, the Tourism Board, an interdepartmental commission, the Calvià Tourism Awards, a review of the urban development plan, and the implementation of a smart tourism observatory.
In terms of innovation, Line 4 (Innovation and sustainability) focuses on consolidating position as a Smart Tourist Destination through environmental efficiency solutions, sensor installation on routes and parking areas, the creation of specialized offices (Smart Office, Sports Office, and Film Office), the evolution to OMITs 2.0 (Municipal Tourist Information Offices), the use of the Balearic Islands' digital twin (a virtual replica that feeds real-time data through sensors, satellites, and indicators), and the implementation of a public e-bike network.
Finally, Line 5 (Infrastructure and resources) is geared towards the qualitative transformation of public space and connectivity, highlighting large-scale projects such as the redevelopment of Punta Ballena, urban regeneration, accessible tourism initiatives, housing solutions for workers, and the promotion of the rail connection between Palma and Calvià.Integrating key projects into a coherent whole
The Strategic Plan doesn't start from scratch, but rather consolidates and integrates existing key projects such as the Calvià Millora Plan, the enhancement of the Galatzó Public Estate, the Puig de sa Morisca archaeological park, the 'Magaluf for All' initiative, and the environmental progresses recognized with distinctions like the Q for Quality, the Blue Flag, the Malgrats and El Toro marine reserves, and the use of reclaimed water. The fundamental contribution of this strategy is to coordinate these individual actions into a comprehensive vision aimed at consolidating the municipality's leadership in modernization, accessibility, and digitalization.
A new paradigm for coexistence and local development
Ultimately, the proposal outlines a clear evolution: moving from mass sun and beach tourism to a smart and sustainable multi-experience model where the sea remains the driving force, supported by a range of complementary products such as gastronomy, sports, nature, culture, and MICE tourism. This strategy aims to reduce the seasonality of the economy and attract higher-value visitors, ensuring a harmonious and enriching coexistence between tourism and local residents.
With this new municipal management tool, the Calvià Town Hall is adopting an evidence-based methodology to move beyond short-term, reactive management and assume a strong and responsible leadership role in addressing the sector's global challenges.
