Wednesday, 19th July 2023
AMENGUAL PRESENTS THE FIRST STRATEGIES OF THE CALVIÀ 365 TOURISM DESEASONALISATION PLAN “TO PROMOTE EMPLOYMENT AND ECONOMIC ACTIVITY THROUGHOUT THE YEAR”
"The first strategies will be the diversification of tourist products, the digitisation of Calvià as Smart Destination, repositioning the Calvià brand, improving infrastructure, maximising the use of beaches and sports and cultural spaces throughout the year and promoting public-private cooperation"
"We have the project of adding a 50-metre Olympic pool to our facilities that will position Calvià as a benchmark in the field of swimming at an international level"
The mayor of Calvià, Juan Antonio Amengual, has presented the first strategies of the 'Calvià 365' tourism deseasonalisation plan with which, as he has highlighted, "we want to create stable and quality employment throughout the year and encourage economic activity by promoting tourist flourishing in our desire to fight against seasonality and attract visitors to our municipality also in the low season months”.
The mayor of Calvià has highlighted that "the first strategies that we are going to develop are the diversification of tourist products, concluding the digitalisation project of Calvià as Smart Destination, repositioning the Calvià brand, improving infrastructures, maximising the use of both beaches and sports and cultural spaces of the municipality throughout the year and, all this, promoting public-private cooperation, which will allow us to take advantage of the resources and experience of both sectors to promote tourism development, promotion, as well as promote the quality of services and guarantee the long-term sustainability of the destination”.
Juan Antonio Amengual, who was accompanied by the deputy mayor for Tourism, Beaches, Commerce and Quality, Elisa Monserrat, and the general director of Tourism of the Calvià Town Hall, Carmen Peñas, also advanced his "satisfaction" for "the good reception that these first strategies of the 'Calvià 365' Tourism Deseasonalisation Plan are having on the part of the main actors in the private sector with whom we have already begun to maintain the first contacts and who are showing us that they are totally in tune with our objectives”.
In her speech, the deputy mayor for Tourism, Elisa Monserrat, explained that "one of the strategies is the diversification of the product in different segments, both by type of customer, whether they are families, couples, friends, seniors or multigenerational, or by travel reason, including, in addition to sun and beach, active, cultural, musical, gastronomic, well-being, congress, luxury tourism and also digital nomads”.
Regarding the promotion of the destination, it will be segmented by participating in fairs, workshops, events of each of the different products, with the MICE segment and active tourism being the main segments, without abandoning the general promotion.
The second strategic line is digitization, in which the Calvià SmartDestination project is expected to end in December this year to implement technological solutions and smart strategies that will improve the tourist experience and destination management. "The main objective of Calvià SmartDestination is to use technology and innovation to develop sustainable, competitive and quality tourism in the municipality", pointed out Monserrat.
Amongst the initiatives are the creation of mobile applications, the placement of interactive totems, and screens in the different tourist areas to facilitate the information and experience of tourists and, of course, residents, as well as the implementation of marine environmental, acoustic and meteorological sensorisation systems, analysis of tourist flows, control of influx on the beaches and the digitisation of tourist information offices.
Monserrat added that "it is undoubtedly a project, the first steps of which had begun in 2018 and the expected completion date is December 2023."
Rebranding and repositioning of the Calvià brand
The deputy mayor for Tourism also highlighted that "we are going to work strategically on a rebranding and on the repositioning of the Calvià brand". She has pointed out that “it is an effort that we are going to undertake with our own means, working on the definition of the Calvià brand structure as an umbrella brand and within it the different areas that belong to the municipality.
The fourth strategic line is the improvement of infrastructures, as well as maximising the use of beaches, sports and cultural spaces in the municipality throughout the year. "We have the project of adding a 50-metre Olympic pool to Calvià's offer that will position Calvià as a benchmark in the field of swimming at an international level", she explained.
Monserrat concluded by noting that "I am convinced that public-private cooperation is essential, because aligning objectives and strategies with the different actors in the tourism industry will allow us to take advantage of the resources and experience of both sectors." In this sense, she has shown her "satisfaction for the good reception that these first strategies of the 365 Plan for tourist deseasonalisation are having by the main actors in the private sector with whom, as the mayor has said, we have already begun to maintain the first contacts and that they are showing us a total harmony with our objectives”.