- The municipality shows at the ITB the growing offer available to specialised agents and the German press
- Sport, culture and sustainability are the axes on which the promotion of Calvià destination pivots at the ITB
Calvià Town Hall has focused its destination promotion in Berlin on the sport-culture-sustainability axis, an upward trend in the German source market. According to data compiled by the AETIB (2023), 56.7 percent of German tourists travel to the Balearic Islands without booking a holiday package, which indicates that they are consumers of services and complementary offer. Sun and beach remain the great attractions, although there is a growing interest in what is sought during the stay: visits to natural areas (33.5 percent); cultural visits (18.3 percent); and sports activities (14.2 percent).
Only through Fundación Calvià 365, at least 32 events in the municipality are supported. The Foundation's 2025 Activity Plan allocates 765.000 euros - 45 percent of the budget - to sponsoring tourist events. Sponsorships for 2025 include high-impact sporting events, such as the Vicente del Bosque Mallorca International Football Cup, the ATP Mallorca Championships, or the Challenge Peguera, amongst many others. At a cultural level, participation in the FLEM (Magaluf Expanded Literature Festival), the already consolidated Mallorca Live Festival or the Mallorca Dance Festival, the latter with an economic impact exceeding 10 million euros, stand out.
Tourist spending in Mallorca has shown an upward trend in recent years. Continuing with the AETIB data (2023), the average spending of German tourists increased by 8.7 percent (in Calvià it is slightly higher, reaching 9 percent). With nearly 4.6 million visitors to the Balearic Islands out of a total of 17.8 million, the German market accounts for 25.7 percent of the tourists who visit us. This percentage is also found in Calvià. 91.9 percent choose the island of Mallorca over Menorca, Ibiza and Formentera.
Germans reach 30.9 million overnight stays in the Balearic Islands, with tourist spending estimated at more than 5.170 million euros. The average stay is 6.7 nights per tourist and average spending amounts to 1.126 euros (167 euros per person per day). In Calvià there is an increase in the average price of an overnight stay, which has risen by 11 percent, reaching 200 euros per night. Young couples and family tourism is consolidating: 70 percent of visitors are in the 24-64 age group.
As for the period chosen for holidays, the lengthening of the tourist season is evident, which can now be considered as such from March to October. When evaluating their holiday experience in the Balearic Islands from 0 to 10, 90.9 percent gave a score of between 8 and 10.
It is noteworthy that 56.7 percent of German tourists travel without booking a holiday package, which indicates that they are consumers of services and complementary offer. Sun and beach continue to be the main attractions, although there is a growing interest in what they look for during their stay: visits to natural areas (33.5 percent); cultural visits (18.3 percent); and sports activities (14.2 percent).
