- The German, British and national markets increase their average daily rate by 5 percent
- The Local Police are incorporating more resources and fully entering into the use of new technologies with drones and a mobile command post
- Every euro invested in events has generated 22 in revenue in Calvià: 38.5 million
- The Calvià Smart Tourist Destination plan has been 95 percent implemented
- The uses of reclaimed water are being expanded and the door is being opened to its marketing to individuals
Calvià held on Monday Claves de la Nueva Temporada Turística (Keys to the New Tourist Season), a meeting to present and analyse the main challenges, opportunities and strategic lines that will define the future of the Calvià tourist destination in 2025, aimed at professionals in the sector, business people, and representatives of local entities. The event took place in the Sala Palmanova.
Juan Antonio Amengual, mayor of Calvià, opened the event by offering the latest tourism forecasts for this summer, which have revealed a 5 percent increase in the average daily rate of German, Spanish, and British tourists. "This means that the path of quality over quantity is a reality," the mayor stated. "Two years ago, we set out on the path to sustainable tourism, the redistribution of demand in the mid season, digitisation, and the improvement of the destination's infrastructure."
Amengual emphasised the need to combine tourism with the well-being of residents: "We must act with two main ideas in mind: the protection and preservation of the environment; and ensuring that tourism is in harmony with our society. Tourists and residents must know and appreciate each other, and live together. Tourism cannot be a burden on citizens." Calvià residents must benefit from it, participating in all it brings us."
He also reported on the Fundación Calvià 365's strategy throughout 2024 and its continuity: "Last year, 1.7 million euros were invested in promotion at specialised trade fairs in the sector, advertising campaigns, as well as in the organisation and/or sponsorship of 41 events. This has translated into a return on investment of almost 38.5 million euros in Calvià and a media impact exceeding 154 million euros. In other words: for each euro invested from the Foundation, a direct income of 22€ and an advertising-media impact of 90€ have been generated in Calvià.
The event featured speeches by: the first Deputy Mayor responsible for Security and Calvià 2000, Esperanza Catalá; the Deputy Mayor for Tourism, Elisa Monserrat; Antoni Riera, Professor of Applied Economics at the UIB and Technical Director of the Impulsa Balears Foundation; and Carmen Peñas, General Director of Tourism and DTI. The event concluded with a roundtable discussion with: Álvaro Martínez, CEO of Mallorca Music Brand (Mallorca Live); Miguel Ángel Losada, CEO of Grupo Pajarita; Anton Sáez, CEO and founder of ABICA – Hadleys; and Javier Baqueiro, Director of Operations at Melià Hotels International.
Trends in source markets for 2025-2026
The average daily rate (ADR) is the hotel management index obtained by dividing total revenue by the number of occupied rooms. For the current spring-summer season, the ADR for the British market increased by 5 percent compared to last year, while bookings barely fluctuated. 80 percent of bookings are made through operators. The number of visitors (couples and families) is strengthened.
Regarding the DACH market (Germany, Austria, and Switzerland), a slowdown in booking sales has been detected in the first quarter—-14 percent compared to 2024—although German tourists continue the trend noted at the ITB in Berlin. Proof of this has been the early arrival of German tourists to areas such as Peguera, where they account for 80 percent of the market. The ADR has increased by 5 percent compared to the previous year. The German market is resisting the rise in the price of flights and package holidays—tour operators sell around 70 percent of bookings. Unlike previous years, national tourists are opting for online bookings. Sales continue the trend of last year. The ADR for domestic tourists has increased by 5 percent.
Return on investment
One of the main strategies of Fundación Calvià 365 for 2025 is to, at least, match the results of the previous season. In 2024, the Fundación invested 1.7 million euros in promotion at specialised trade fairs in the sector, advertising campaigns, as well as in the organisation and/or sponsorship of 41 events. According to data provided by the events' organisers, this has translated into a return on investment (ROI) of almost 38.5 million euros in Calvià and an equivalent media value (AVE) exceeding 154 million euros.
The line of action for 2025-2026 follows the established strategy. For each euro invested from the Foundation, a direct income of 22€ and an advertising-media impact of 90€ have been generated in Calvià.
The 2025 Activity Plan strengthens the international positioning of Calvià brand and its main tourist areas—Magaluf, Peguera, Palmanova, Illetes, Portals Nous, and Santa Ponça. Likewise, it has set a goal of sponsoring at least 25 events of tourist interest in the mid season in areas such as Sports, Culture, Gastronomy, and MICE, and increasing participation in events organised by the Fundación Calvià 365 by 5 percent.
Furthermore, sponsorships for 2025 include high-impact sporting events, such as the Vicente del Bosque 'Mallorca International Football Cup', the ATP Mallorca Championships, and the Challenge Peguera, amongst many others. At the cultural level, participation in the FLEM (Magaluf Expanded Literature Festival), the already established Mallorca Live Festival in Calvià, and the Mallorca Dance Festival stand out.
Renovation projects in the municipality
Calvià is immersed in a plan to remodel, improve, and modernise tourist areas, and public roads and works that will run until 2027 and has an investment of 20 million euros, which can be extended as new projects are put out to tender. Funds from Next Generation, the Consell de Mallorca, the Government of the Balearic Islands, AETIB and the Town Hall are being added to projects such as the remodelling of the Magaluf Seafront Promenade - renamed Paseo de Gabriel Escarrer Juliá, the first phase of which will be inaugurated shortly -, the adaptation of sections of Peguera Boulevard and Avenida Jaume I in Santa Ponça, the acquisition and demolition of Hotel Teix in Magaluf and Hostal Colón in Peguera - the first in Calvià in the 21st century - and the works that will be put out to tender for the reform and naturalisation of Torà pinewood.
This 2025, the 6 million-euro shock plan - Calvià millora - to improve sidewalks and pavements throughout the municipality will be completed. Work is also underway on Phase II of the acquisition and refurbishment of Torrenova for public use (5.7 million euros), and work continues on the Galatzó Public Estate.
Smart Tourist Destination (DTI)
The Calvià Smart Tourist Destination (DTI) project reached 95 percent of its development by 2025. 3.2 million euros have been invested—60 percent from Next Generation Funds and 40 percent contributed by the Town Hall.
Thus, for example, it is possible to monitor beach and parking occupancy and vehicle flow in real time. The beach capacity control system is based on cameras with algorithms. 14 cameras have been installed to monitor four beaches: Gran de Torà, 300 m; Palmanova, 475 m; Magaluf, 950 m; and Santa Ponça, 500 m. Work is underway to implement a reservation and rental system for beach facilities. An app will provide access to payment systems and will address the current challenges of 'on-site' reservations for sun loungers, umbrellas, and Balinese sunbeds.
Always with sustainability in mind, through the implementation of the DTI it has provided the municipality with seven stations that collect meteorological and environmental data. There is a system of 16 smart buoys that incorporate a set of sensors that detect hydrocarbons or monitor salinity, temperature, and turbidity of the sea, amongst other values. Sixty acoustic sensors have also been installed throughout the municipality. All of this generates data that can be analysed and processed to monitor the "health" of Calvià in real time.
Big Data tools have been implemented to analyse demographic data and the origin of tourist flows. The process provides information on international visitor spending at the destination, visitors' perception of the tourist destination through social media, opinion platforms and surveys, and the level of occupancy and tourist accommodation. The tourist information offices have been digitised and modernised, and a smart parking solution has been implemented, allowing the management and control of loading and unloading parking spaces in 5 areas of the municipality (93 locations with a total of 298 devices). The goal is to obtain real-time data on parking occupancy and vehicle flow.
New technologies at the safety service
The main objective of the Strategic Plan and Capacity Expansion of the Calvià Local Police—which has approximately 200 police officers—is to consolidate and exceed the favourable operational indicators recorded in the previous season, demonstrating a continued commitment to the safety and well-being of Calvià's residents and visitors. To this end, technological advances are being introduced, such as the strategic deployment of smart capacity control cameras at key points in the municipality, enabling real-time monitoring of crowd density to prevent overcrowding and optimise the distribution of police resources. These systems will include video analytics for early incident detection. The video surveillance camera network in the area covered by the Responsible Tourism Decree is being modernised, expanding coverage and improving image quality for more effective surveillance and the prevention of uncivil behaviour.
A network of sound level meters, strategically distributed in noise-sensitive areas, is also being implemented, facilitating objective monitoring of sound levels and efficient action in cases of noise pollution.
Surveillance is being reinforced with a drone van that can be deployed rapidly anywhere in the municipality of Calvià, overcoming geographical limitations and optimising aerial coverage. Furthermore, bodycams have been purchased for police officers. Video footage of police interventions deters inappropriate behaviour by both citizens and officers themselves. The goal is to improve accountability and strengthen professionalism and rigor in the performance of police duties. The recorded material may be used for ongoing training and the improvement of operational protocols.
A package of advanced technological tools will be implemented to monitor and analyse vehicular traffic in the municipality, enabling the detection of stolen, uninsured, or with other irregularities vehicles, contributing to the improvement of road safety and the fight against crime.
Finally, the number of defibrillators will be increased, and the vehicle fleet will be renewed with the acquisition, amongst other things, of a high-capacity van with specific equipment for use in managing large gatherings of people, which can operate as a mobile command post in emergency situations.
Environmental sustainability measures
One of the most interesting projects of Calvià 2000 is to expand the commercialisation of reclaimed water in the municipality. This water is already used to irrigate agricultural and public green areas. Thanks to the ITS, the irrigation network for public green areas is being expanded by 17 kilometres. Work is also underway to obtain the necessary permits for private users and residential communities to use reclaimed water to irrigate gardens and flush toilets.
The e-AIGO (Comprehensive Efficiency and Digitisation Project) is also underway in 2025. This project involves, amongst other things, improving the sensorisation and digitisation of wastewater networks, expanding remote control of pumping stations, and improving the nutrient removal control system at Calvià wastewater treatment plants. Work is also underway to finance self-consumption projects—photovoltaic panels and biogas generation—for water treatment facilities.
