Palma in Winter: The Tourism Campaigns That Reminded Europe Mallorca Is More Than a Summer Holiday .... #betterinwinter
Por eso en Hotel Amic Horizonte te hemos seleccionado los mejores planes ti que van desde un plan de 3 horas hasta el día completo, disfrutando de nuestro desayuno , comiendo en buffet y cuidándote en nuestro Gym , Relajándote en nuestro BAR con buena música tomándote un chocolate solidario o disfrutando de una de nuestras magnificas suites con vistas .
Palma in Winter: The Tourism Campaigns That Reminded Europe Mallorca Is More Than a Summer Holiday
Ask someone to picture Mallorca and they may imagine an August beach. Ask someone who knows Palma in January and the picture changes: morning light on the harbour, a walk through the old town, lunch at a market, an exhibition, dinner in a restaurant that is part of the city’s everyday life.
For years, tourism organisations have tried to tell that second story. Their campaigns have used different words, but they share an ambition: to make Palma and Mallorca places people choose throughout the year.
At Hotel Amic Horizonte, we support that ambition. We are open all year in Palma, and we believe a visitor who comes in winter should find reasons to stay longer, explore further and return. Here are the campaign names, slogans and winter messages we could document, with an important distinction: Palma’s municipal promotion, Balearic and Mallorca-wide campaigns, and the work of Foment del Turisme de Mallorca are separate initiatives.
“Palma 365”: a city for the whole year
The name Fundación Turismo Palma de Mallorca 365 expresses the idea at the heart of Palma’s city tourism strategy. A capital with restaurants, culture, shops, sport and neighbourhood life has something to offer beyond the beach season.
“Palma 365” is the foundation’s name and a year-round positioning message, rather than the title of a single winter advertising campaign. That distinction matters. It is also why the idea has lasted: it describes a city that people can actually visit in any month.
“Passion for Palma de Mallorca”: the city-break campaign
In 2013, Palma City Council and the Palma 365 tourism foundation launched “Passion for Palma de Mallorca” to position the city as an urban destination throughout the year. Its message helped shift attention towards Palma itself: its streets, cultural life, food, shopping and appeal for a short break. The campaign launch was reported by Hosteltur.
It was not a winter-only slogan. It did, however, make winter travel easier to imagine. You do not need beach weather to enjoy the Cathedral, Santa Catalina, the old town or a meal that becomes the best memory of your trip.
“Better in Winter”: the most direct invitation
Few tourism slogans have made their point as clearly as “Better in Winter.” The Balearic Islands’ tourism authorities presented this campaign to promote travel outside the summer peak. The Govern described its focus as strengthening the winter season in international markets and later renewed its commitment to winter, spring and autumn tourism. Govern campaign presentation · FITUR follow-up
“Better in Winter” was a Balearic Islands campaign, not a Palma-only campaign. Palma gave it a compelling urban expression: a Mediterranean city break combining gastronomy, culture, sport and shopping. Those themes were also used in promotion of Palma as a year-round destination. Contemporary account of Palma’s winter positioning
Better in winter? For a summer beach holiday, that is a matter of taste. For walking around Palma, visiting museums, cycling, exploring Mallorca’s villages and experiencing the city at a gentler pace, it is an invitation worth considering.
“Fall for Mallorca”: autumn as the start of another travel season
The Consell de Mallorca used “Fall for Mallorca” for a campaign presented around the 2019 World Travel Market in London. The words play on two meanings: falling in love with Mallorca and discovering the island in the fall. The promotion focused on experiences beyond the conventional summer holiday. Campaign coverage
Autumn is not winter, but it is part of the same story. A visitor who discovers Mallorca in October may return for a December weekend in Palma, an almond blossom trip later in the season or a spring walking holiday.
“Palma is Open This Winter!”: a message from Foment del Turisme de Mallorca
In 2021, Foment del Turisme de Mallorca published a wonderfully direct invitation: “Palma is Open This Winter!” Its message presented the city as a short-break destination for hotels, culture, restaurants, shopping and sport.
Foment deserves a clear introduction here. Founded in 1905, Foment del Turisme de Mallorca is an independent, non-profit association of tourism professionals and organisations. It is part of Mallorca’s long history of welcoming visitors and communicating the island’s appeal. It is not Palma City Council’s tourism foundation or the Balearic Government’s tourism agency. Foment’s account of its history and purpose
Its winter articles are editorial promotion, rather than municipal advertising campaigns. That makes them especially interesting: year after year, they keep giving travellers specific reasons to come.
Foment’s continuing winter message: come for the Mallorca you have time to discover
Foment has continued to publish winter-focused invitations, including “Palma is the ideal short break destination this winter”, “Mallorca in Winter”, “Mallorca lights up the winter” and “Discover Palma’s Palaces in winter”.
These are published headlines and destination messages, not four separate institutional campaign slogans. Together, though, they make a persuasive case. Winter in Mallorca has light, architecture, local food, wine, walks and cultural spaces that deserve more than a hurried visit between two summer beach days.
Where Hotel Amic Horizonte fits into this story
A campaign can inspire a journey. Hotels help make that journey possible.
At Hotel Amic Horizonte, in Vista Alegre, above the port of Palma, we welcome visitors beyond the summer season. From here, guests can explore Porto Pi, the renovated Paseo Marítimo, El Terreno, Bellver Castle, Santa Catalina and Palma’s historic centre, then use the city as a base for more of Mallorca.
Our support for year-round tourism is practical: keeping Palma open to guests, recommending local places and experiences, welcoming city-break travellers and groups, and continuing to talk about Mallorca when the summer advertising has faded. We share the objective of the institutions and of Foment del Turisme de Mallorca: helping people discover more of the island across more of the year. This is our own commitment as a hotel, not a claim of formal participation in those campaigns.
The slogans may change. The invitation remains:
Come to Palma when you have time to see it. Come to Mallorca in winter. And discover a feeling that might bring you back.
Hotel Amic Horizonte
Vista Alegre, 1 · 07015 Palma de Mallorca
Plan your stay in Palma
Comments