‘Think You Know Spain? Think Again’
Travel Convention 2025 preview: Spanish tourism bosses will showcase Calvià’s sustainability and responsible tourism credentials at the Abta forum next month. Samantha Mayling reports
T
he headline for this special report is the slogan for Spain’s latest tourism campaign, highlighting
the country’s sustainable and responsible travel offerings, spotlighting less well-known areas and encouraging visits year-round. It also encapsulates the sentiment
of Calvià’s tourism sector, which has invested millions of euros in recent years to reinvent its image – taking it away from the boozy, partying reputation of resorts such as Magaluf to a more family-orientated, eco-friendly destination. Located in southwestern Majorca,
Calvià is hosting the convention for the first time – although Majorca has held the event in each decade since the 1970s, such is the island’s importance to the UK market. Juan Antonio Amengual, Calvià’s mayor, said delegates will discover
10 4 SEPTEMBER 2025 Juan
Antonio Amengual
how the municipality is extending its tourism season and “transforming” Magaluf ’s promenade. Now named Paseo Gabriel
Escarrer Juliá – after the late founder of Meliá Hotels who started his business in Calvià – the promenade’s second redevelopment phase will begin in October, with a party planned next June to celebrate its completion.
Manuel Butler
Harmonious living Amengual said delegates will also see residents and visitors “living in harmony”. He added: “We have worked hard to avoid some behaviours. Yesterday I was with the Calvià head of police at midnight. I was really impressed by the harmony. Young people were partying, but the ambience was very nice and very quiet. We have changed a lot – now
plenty of families go and enjoy the beach.” Some money for improvements
has come from fines levied under responsible tourism laws – and €6 million from the Balearics’ sustainable tourism tax is being used to demolish two old hotels to create green spaces for locals. Amengual said Calvià has not
seen big overtourism protests, just some smaller demonstrations in the city of Palma about the cost of housing, a problem faced across Spain as many homes have become tourist accommodation. More investment is coming from
the Calvià 365 Foundation, which is spending millions to stage events from October to May, such as triathlons, marathons and Christmas markets, to spread visitors throughout the year. Delegates will learn how Calvià is protecting its natural environment
travelweekly.co.uk
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72
