The Eivissa City Council has commenced its participation in the World Travel Market (WTM) in London, one of the leading international tourism fairs, where it has launched its new promotional campaign, 'Coneixes Eivissa? Ahora descubre Eivissa'. This initiative aims to enhance the city's identity, culture, heritage, and gastronomy as year-round tourist attractions, particularly targeting travellers interested in exploring the essence of Eivissa beyond the peak season.
The campaign is showcased through a promotional video featuring the song Viatjarem by the Mallorcan group Xanguito. It encourages visitors to rediscover the island's capital, moving away from the traditional sun-and-beach tourism model.
The city is participating in the event, which runs from 3 to 5 November, within the exhibition space of the Consell Insular d'Eivissa. The goal is to strengthen Eivissa's positioning as a destination with its own identity, capable of offering unique experiences throughout the year.
Promoting a deeper understanding of Eivissa
According to the City Council, many travellers are familiar with Eivissa but may not have fully explored its capital. The council aims to shift the international perception of the island, which is often associated with summer, beaches, and nightlife, by promoting a city rich in personality, traditions, historical heritage, and gastronomy, particularly outside the peak tourist months.
“We want to reach out to those travellers who already know Eivissa or think they do because of its global image, but who perhaps have not yet discovered all that our city has to offer,” said Rubén Sousa, Eivissa's Tourism Councillor. “Eivissa is much more than a summer destination. It is a city with history, a strong cultural identity, unique gastronomy, and a vibrant life that continues throughout the year. We invite them to discover this more authentic Eivissa, to enjoy it at a leisurely pace, and to connect with its essence.”
The promotional video highlights the city's identity and the elements that make it a unique destination. The accompanying music reinforces the Mediterranean character of the campaign while celebrating local culture and roots.
Focus on cultural experiences
The campaign's strategy is built on three main pillars: culture, heritage, and gastronomy. It aims to attract visitors who value cultural experiences, local traditions, and the exploration of destinations beyond conventional tourist attractions. Sousa emphasised that “the desegmentation of tourism is not just about attracting visitors at different times of the year, but also about promoting a tourism model that values and respects who we are. Our identity, customs, and heritage are what set us apart and must be preserved. We want visitors to know the city, enjoy its culture, commerce, and gastronomy, and contribute to keeping it alive throughout the year.”
Eivissa's presence at the WTM will also promote the municipality as a MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, aimed at hosting meetings, congresses, and professional events, as well as weddings and other celebrations. This initiative seeks to leverage the city's advantages outside the peak season, including its Mediterranean climate, hotel offerings, cultural, commercial, and gastronomic options, and the appeal of its historical and heritage sites.
“We have a city with extraordinary conditions and an environment suitable for hosting congresses, professional meetings, and celebrations at any time of the year. Our goal is to harness this potential to generate economic activity outside the summer months, always respecting our identity and ensuring that tourism adds value to the city and its residents,” Sousa added.
With the launch of 'Coneixes Eivissa? Ahora descubre Eivissa', the City Council reinforces its commitment to differentiated tourism promotion, inviting visitors to view the island's capital from a new perspective: a city to explore, experience, savour, and live throughout the year.
