Ibiza’s tourism promotion team used this year’s FITUR, the international tourism fair in Madrid, to push two priorities for the island: attracting visitors outside the summer months and improving connections with mainland Spain.
65 meetings in Madrid
During the fair, the team held 65 meetings with tour operators, airlines and travel media. The message was that Ibiza has much more to offer than beaches and nightlife, and that much of it is best enjoyed in spring, autumn and winter:
- food, from local markets to well-regarded restaurants;
- culture and heritage, including Dalt Vila and the other parts of the UNESCO World Heritage site;
- walking and cycling, on a growing network of rural and coastal routes;
- sport and nature, with events and outdoor activities throughout the year.
The team also presented new projects from the Enjoy Ibiza Activities club, which groups companies offering experiences on the island.
A stand of its own
The promotion team stressed the importance of Ibiza having its own distinctive stand at the fair, separate from the wider Balearic presence, to strengthen the island’s identity as a destination.
Connectivity
Better links with the mainland are seen as key to making the off-season work. Outside summer, flight options to Spanish cities fall sharply, and ferry services are reduced, making short breaks more difficult and expensive for domestic visitors. The island’s representatives want more year-round routes, both by air and by sea.
Technology and sustainability
The team also took part in sessions at FITUR Tech on the use of technology to manage tourism and reduce pressure on the island during the busiest months.
Why it matters
Ibiza’s economy is heavily concentrated in a few summer months. A longer season would mean more stable jobs for residents, less pressure on infrastructure in July and August, and businesses that can stay open all year. The challenge, as on the other islands, is to attract more visitors at quieter times without adding to the pressures on housing and public services that residents already feel.
