The island, long a favourite for Brits seeking sun, sea, and sangria, has introduced a fresh tourism brand: ‘Mallorca Ca Nostra,’ which translates to ‘Mallorca Our Home’
Mallorca has just revealed a new three-word slogan that could leave many British tourists feeling a little less welcome.
The island, long a favourite for Brits seeking sun, sea, and sangria, has introduced a fresh tourism brand: “Mallorca Ca Nostra,” which translates to “Mallorca Our Home.” It’s a message that may not go down well with those who’ve come to see the island as their personal holiday playground.
The brand was unveiled this week at an event in Palma, attended by local figures like President of the Consell de Mallorca, Llorenç Galmés, and Tourism Minister Marcial Rodríguez. The new identity, created by global branding expert Andy Stalman and his team at TOTEM Branding, focuses on repositioning the island as a place that’s all about sustainability, respect, and authenticity according to Majorca Daily Bulletin.
Andy Stalman said: “It’s the tangible manifestation of the uniqueness, authenticity, honesty, and tradition that looks to the future of Mallorca.” But here’s the twist: Mallorca isn’t just looking to attract more tourists. The whole point of the rebrand is to shift away from the traditional “come and party” tourism model and focus on attracting visitors who respect the island’s people, culture, and environment.
It’s about treating Mallorca like a home, not just a holiday spot. And that might be a bit of a blow for some of the Brits who love their all-inclusive resorts and cheap flights to the Balearic islands.
President of the Consell de Mallorca, Llorenç Galmés said: “The new brand represents our identity and the values that make us a unique place to live and visit.” The new slogan isn’t just about branding — it’s a mission to protect the future of the island. A year of interviews with locals helped shape the message, revealing a strong love for Mallorca and a commitment to making sure it stays beautiful and sustainable for years to come.
In fact, this rebrand comes at a time when overtourism is a hot topic on the island. Local residents are increasingly frustrated with the impact of mass tourism, and the island’s government has already begun to take action.
Tourist accommodation places have been reduced, and there’s been a pledge to cut back on the island’s presence at international tourism fairs by 70% in 2025. They’re even cracking down on illegal holiday lets that have been damaging the local housing market. The campaign wants to draw in those who will respect the island’s natural beauty and culture, and in doing so, create a more balanced relationship between visitors and residents.