Survey shows Mallorca’s commitment to sustainability is winning hearts among U.S. travellers 72% of surveyed travellers from major East Coast markets believe that Mallorca is at the forefront of responsible tourism When considering a visit to Mallorca, cultural attractions are considered most appealing (96%) and curiosity is sparked by Mallorca´s local cuisine (93%) and vineyards (86%).
(TRAVPR.COM) UNITED STATES - September 23rd, 2024 -
Survey shows Mallorca’s commitment to sustainability is winning hearts among U.S. travellers
72% of surveyed travellers from major East Coast markets believe that Mallorca is at the forefront of responsible tourism
When considering a visit to Mallorca, cultural attractions are considered most appealing (96%) and curiosity is sparked by Mallorca´s local cuisine (93%) and vineyards (86%).
Mallorca, a long-established leader in European tourism, has been implementing a strategic initiative aimed at enhancing its profile within the North American market. The initiative involves conducting comprehensive surveys, engaging key stakeholders, and organizing targeted networking events to underscore the island’s dedication to responsible tourism. The objective is not simply to increase awareness but to position Mallorca as a distinguished destination for U.S. tourists, known for its responsible tourism practices. Central to this strategy is the Mallorca Responsible Pledge(
In an effort to gain deeper insights into the evolving profile of American tourists, whose numbers continue to grow on the island, the public tourism entity Fundación Mallorca Turisme has conducted a survey aimed at introducing the Mallorca Responsible Pledgeand gauging the response of the U.S. market. This initial phase focused on the East Coast, where awareness of Mallorca is notably higher due to the availability of direct flights during the summer season. The survey forms part of a broader strategy, with plans to extend these efforts to other regions across the United States, ensuring a comprehensive understanding of the U.S. audience and their expectations regarding responsible travel.
Survey Results
Mallorca, known for its stunning landscapes and rich cultural heritage, has gained recognition among East Coast U.S. travellers for its dedication to responsible tourism. A recent survey conducted by the company Heart and Mind Strategies LLC on behalf of Mallorca Tourism reveals that 72% of international travellers from major East Coast markets believe that Mallorca is at the forefront of responsible tourism, and 67% strongly agree that the island’s residents take pride in their home and care deeply about preserving it.
Mallorca’s Responsible Tourism Pledge Resonates with Travellers
Mallorca’s Responsible Tourism Pledge is not just a local initiative, but a global call for sustainable travel. For nearly 66% of respondents, this pledge is viewed as extremely or very important when choosing their travel destinations, and overall 94% of respondents consider the pledge relevant.
What’s more, the pledge has significantly enhanced perceptions of Mallorca, with 84% of travellers viewing Mallorca more favorably after learning about its commitment to responsible tourism.
And the pledge isn’t seen as just a guide for tourists—85% of travellers believe it is designed for both residents and visitors, reflecting a shared responsibility. Two key aspects of the pledge stand out for travellers:
· Appreciate and protect Mallorca’s environment – 58% say this is most meaningful.
· Treat Mallorca like your temporary home – 57% find this next most meaningful.
Among travellers who prioritize sustainable practices in their choice of destinations, the pledge makes a significant impact. In fact, those who see a destination’s commitment to responsible tourism as vital are more than twice as likely to consider visiting Mallorca (60% vs. 20%). The island’s alignment with these values of responsible tourism further enhances its reputation as a highly desirable getaway destination, with 55% of responsible travellers viewing it as extremely favorable, compared to 37% of other travellers.
Mallorca’s Appeal to Discerning U.S. Travellers
While fewer U.S. travellers are familiar with Mallorca compared to other Spanish destinations, 43% strongly agree to adding Mallorca to their bucket list, and 38% to adding Mallorca as a stop the next time they visit Europe.
Those who know the island, recognize its unique blend of responsible tourism and world-class attractions. In fact, the following are seen as most important when choosing an international travel destination (showing % total important):
· Cultural attractions (96%)
· Availability of direct flights (95%)
· Outdoor adventure (83%)
· Beaches (82%)
· Availability of luxury resorts and hotels ( 77%)
· Public Transportation (75%)
· Family friendly activities (73%)
Mallorca delivers on all fronts, making it a top choice for those who want more than just a typical vacation. The island's rich cultural heritage and breathtaking natural landscapes are complemented by its strong commitment to responsible tourism.
The willingness of travellers to chose Mallorca highlights the island’s growing appeal. 88% of the respondents are likely to consider traveling to Mallorca within the next two years, of which 27% extremely likely.
Local cuisine and Mallorca wine strongly sparks curiosity of Discerning US travellers
The curiosity of most US travellers is awakened by the taste and flavours of Mallorca´s local cuisine (93%) and wines (86%). 58% of whom stated to be very curious to discover the Mallorca local cuisine challenging what they thought they knew of the Mediterranean food. Whereas 49% of respondents are very curious to want to explore Mallorca vineyards because it presents them with an opportunity to compare with other vineyards that they may be more familiar with.
Tackling Overtourism with Purpose
Despite recent reports of protests related to over tourism in Spain, 89% of surveyed U.S. travellers remain unaware of these events in Mallorca and are unconcerned.
Within the 11% of respondents that have heard, read or seen about the protests in Mallorca, 30% are less likely to consider visiting the island due to the news and 69% consider it has no negative impact on their likelihood to consider visiting.
Survey results are based on n=1,000 total online interviews conducted by Heart and Mind Strategies LLC among international travellers age 18+ with household incomes of at least $75,000 USD living in the New York, Philadelphia, Boston, Baltimore, and Washington DC media markets conducted between September 3 - 13, 2024. Margin of error is +/- 3.1% at 95% confidence.
For more information, please contact mcgonzalez@conselldemallorca.net.
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