Mallora is trying to reposition itself. Currently, the island’s tourism industry is dependent on seasonal, low-spend visitors. Now, Mallorca wants to attract a higher-value tourist – the business traveller.
Which is why Calvià (a municipality in Mallorca) hosting ABTA’s annual Travel Convention in October 2025 is a win for the region. The event will bring more than 400 delegates to Magaluf, centred at the newly-renovated Meliá Calvià Beach and Meliá South Beach hotels.
Previous editions of this event have generated upwards of £1.5m in direct spending for the host destination. It’s the first time the UK travel association has returned to Mallorca since 2011.
A shift for Mallorca
An ABTA delegation visited Calvià earlier this year to inspect venues and explore local landmarks including the Finca Galatzó public estate. They were hosted by Calvià’s Mayor, Juan Antonio Amengual, alongside Deputy Mayor Elisa Montserrat and Director General of Tourism Carmen Peñas.
Mayor Amengual announced that their goal is to establish the area as a destination for MICE tourism. Local government is now pushing for deseasonalisation and a shift away from the image of a “fly-and-flop” resort town to a premium, year-round destination.
ABTA on their visit to CalviàNew infrastructure
Recent investments include the €18m Purobeach Resort Santa Ponsa – opening summer 2025 with 160 rooms, a spa and sports areas. Two new restaurants by the Pajarita Group will also open in Palmanova this spring, focused on fresh local cuisine in high-end settings.
Calvià now offers multiple business-ready venues: Sala Palmanova (280 capacity), Casal de Peguera (500 capacity) and several luxury hotels with full meeting facilities – including the Hilton Mallorca Galatzó and Gran Meliá de Mar.
Calvià’s attractions
Calvià has a number of natural and cultural attractions. These include hiking in the UNESCO-listed Serra de Tramuntana and exploring the Illes Malgrats marine reserve.
Visitors can explore the Finca Galatzó, a public estate and a key part of the island’s natural and archaeological heritage.
Serra de Tramuntana, CalviàWith natural appeal and growing MICE infrastructure, Calvià could be a key part of Mallorca’s transition – from bathing suits to dinner suits.
