The Consell de Mallorca, through the Responsible Tourism Foundation of Mallorca, has hosted 'A Winter in Mallorca' at The Charterhouse in London. This immersive cultural experience aims to introduce the British public to an island that extends far beyond its traditional image as a sun and beach destination.
The event, organised in conjunction with the World Travel Market (WTM) tourism fair, was attended by notable figures including the president of the Consell de Mallorca, Llorenç Galmés; the vice president and councillor for Culture and Heritage, Antònia Roca; and the councillor for Tourism, Guillem Ginard. Over a hundred attendees were present, including Mallorca's honorary land ambassador, Rosario Nadal, and BBC journalist Elisabeth Rizzini.
This initiative is part of a broader strategy to promote Mallorca as a destination committed to a more responsible tourism model, one that respects its identity and protects its heritage. Llorenç Galmés emphasised that 'Mallorca has a cultural, heritage, and natural wealth that deserves to be discovered throughout the year.'
One of the primary goals of the event was to convey to the British market the importance of understanding Mallorca's idiosyncrasies, customs, history, and the traditions that shape its collective identity. The initiative particularly focuses on fostering a harmonious relationship between residents and tourists, aiming for a more balanced coexistence.
'A Winter in Mallorca' offered a journey through some of the island's most representative expressions of heritage and traditions, using music, storytelling, and gastronomy as guiding elements. The music of Frédéric Chopin served as a starting point for an experience that invites attendees to discover a different side of Mallorca.
A highlight of the evening was the performance of the Canto de Sibila, recognised by UNESCO as an intangible cultural heritage of humanity. The experience also introduced the audience to the tradition of neules (a type of sweet) and popular winter celebrations, such as the foguerons of Sant Antoni and Sant Sebastià.
The evening concluded with a gastronomic experience centred around traditional Mallorcan products, reinforcing the importance of cuisine as an expression of the island's culture and identity. Through this event, the Consell de Mallorca reaffirms its commitment to integrating local culture and identity into the island's tourism narrative.
