There are still a few months to go before you can catch a direct United Airlines flight between Palma de Mallorca and New York from June, but the courtship of American vacationers has already begun. At the Fitur tourism fair in Madrid, representatives of the island council met with representatives of the US airline in mid-January to discuss a common strategy.
The focus should not only be on the US market, but also on Canada. Newark Airport is an important hub in North America, so vacationers from the neighboring country of the United States can also reach the island relatively easily.
Promotional event in Miami
The marketing campaign is expected to begin in March. Representatives of the Island Council participate in a promotional event in Miami organized by the Spanish tourism agency Turespaña and United Airlines. In addition to Mallorca, the event will also feature the Canary Island of Tenerife, which will also be introduced as a new destination as part of the airline’s transatlantic expansion.
A month later, the first travel journalists are expected to come to Mallorca to learn about the benefits of vacationing on the island. The focus is on Mallorca as a luxury destination: the aim is to present luxury hotels, Mallorcan gastronomy, golf courses and Tramuntana hikes to the press and influencers, among others.
Business and leisure tourism destination
And it’s not just official agencies trying to attract American vacationers. Last week, the Ljs Ratxó de Puigpunyent hotel announced an agreement with the New York company The Muse Collection, which will carry out various marketing and sales activities to position the hotel as a business and leisure tourism destination.