Susanna Sciacovelli, the vice president-director for the Mallorca Tourism Foundation, spotlighted the announcement of the islands Responsible Tourism Pledge and was keen to emphasise a new approach for the island.
Joined by the President of Mallorca, Susanna unveiled the 'Mallorca Responsible Tourism Pledge', a manifesto representing the takeoff of a new strategy and direction to change the promotion and positioning of the island destination.
Speaking to Travel Bulletin, the vice president-director celebrated the unveiling: "This is the beginning of a different strategy. In the past, maybe there's been some 'tourismphobia' – we are unashamedly proud of tourism and our product. It represents almost 70% of our GDP. That fuels our strategy: we want tourism and at the same time we want to protect our island. 
"We never want to have a demand problem, and we're delighted that we're getting close to recuperating 2019 levels for the first time, but we are going to promote a new way of experiencing Mallorca.
"This pledge is the landing point of that: it's part of digitalisation, it's part of responsible tourism, but more widely it's a celebration of Mallorca."
Guests visiting and agents selling Mallorca are encouraged to explore the pledge, which is founded upon eight pillars, spelling out the island's name:
Mallorca will be your home, take care of it as your own
Appreciate and protect nature
Leave only traces of unforgettable memories
Local is key. Buy, Consume and Live Locally
Observe marine life. Take only photos, don't kill anything but time
Rs to protect the environment; Reuse, Reduce and Recycle
Communities of heart. 'Glocale' Guests: Global Tourist, Local Heart
A wonderful destination to live and at the same time visit
Targeted social media and print advertising will ensure the message is one of responsibility, with Susanna (who is also the councillor for tourism), explaining: "All destinations are talking about sustainability... but responsibility brings the focus onto the individual. That's why we talk about responsible tourism: what am I, as an individual, doing to reduce my environmental impact? What are my expectations of the social, economic and environmental impact I'll make on the island?
"Ultimately, responsible tourism brings sustainable islands.
"It mustn't be confused with a marketing campaign: it's more than that. Any advertisement, all the content, will direct guests and agents to the pledge itself. We want to market differently to other destinations."
With the excitement of the pledge and Mallorca's present across World Travel Market, what's next for the destination?
"The next step for us is to continue working with all of our UK partners and guaranteeing the Mallorca message is one of responsible tourism."
