Palma's strategy for being an all-year destination

Homar's presentation on Saturday referred to the change and repositioning of Palma over recent years. This is due, he said, to having had continuity of tourism positioning strategy "in order to maintain leadership within the tourism industry". "It has constantly been updated and perfected. It has never changed and we have maintained management stability."

He highlighted public-private cooperation and a professionalisation of the management of tourism promotion as having been fundamental to carrying out Palma's strategy. The city, Homar observed, has slowly managed to be less seasonal and to move away from the concept of sun and beach. Palma is now considered to be a city break destination, and proof of this has been an average growth in tourism of six per cent in autumn and winter over the past six years.