The municipality of Calvià has embarked on a campaign to promote its candidacy for the title of European Capital of Tourism 2027. The initiative was presented during a series of meetings in Strasbourg, where local officials outlined the region's transformation towards a more sustainable tourism model.
Mayor Juan Antonio Amengual led the delegation, which included Elisa Monserrat Mayol, the Deputy Mayor for Tourism, Jaime Mora, the Director General of Tourism and Communication, and a tourism technician. They engaged in discussions with European Commissioners Dubravka Šuica, responsible for the Mediterranean, Jessika Roswall, who oversees the Environment, Water Resilience, and Circular Economy, and Magnus Brunner, the Commissioner for Home Affairs and Migration.
These meetings allowed Calvià's representatives to share their insights on the challenges faced by mature and insular tourist destinations. They emphasised the need to integrate tourism activities with environmental protection, public space recovery, and the well-being of local residents.
The delegation highlighted specific difficulties encountered by island destinations, such as geographical constraints, reliance on maritime and air connections, limited territorial resources, and the strain on infrastructure and services. They also addressed the administrative burdens local councils face when seeking European funding and executing transformative initiatives, calling for more streamlined procedures that maintain transparency and accountability.
Calvià's candidacy has been bolstered by various projects that have positioned it among the eight finalists for the European Capital of Tourism 2027 title. The finalists were evaluated based on their innovative practices in sustainability, accessibility, digitalisation, and support for cultural heritage and local talent.
Among the achievements noted in Calvià's application are the protection of posidonia meadows and the natural regeneration of beaches during winter, initiatives that help preserve the coastline and combat coastal erosion. The archaeological park of Puig de sa Morisca was also highlighted as an example of integrating historical heritage conservation with environmental protection.
Another key aspect of Calvià's transformation is the reduction of urban density and the recovery of public spaces. This includes the acquisition and demolition of outdated tourist establishments, such as the Hotel Teix in Magaluf and the Hostal Colón in Peguera, as well as the regeneration project for Torrenova, which aims to convert 18,000 square metres into a new urban green space.
The municipality's strategy also embraces innovation and digitalisation through the Calvià Smart Tourist Destination (DTI) project, which utilises technology, sensors, and data analysis to enhance destination management, optimise services, and improve both visitor experiences and residents' quality of life.
Calvià's candidacy is part of a competition organised by the European Commission, which recognises best practices in sustainability, accessibility, digitalisation, and cultural heritage support. The competition is open to cities within the European Union and non-EU countries participating in the Single Market Programme (SMP). Calvià was selected from 40 applications across 17 countries in the category for municipalities with populations between 25,000 and 100,000.
The other seven finalists include Calais (France), Geestland (Germany), Ibiza (Spain), Nova Gorica (Slovenia), Sandanski (Bulgaria), Selçuk (Turkey), and Zadar (Croatia). The selection process involved independent experts assessing the initiatives put forth by the candidate municipalities in various aspects of smart and sustainable tourism.
Calvià's representatives will present their candidacy to the European jury on 18 and 19 November in Brussels, marking the final phase of the selection process. This visit to Strasbourg has strengthened Calvià's dialogue with European institutions and showcased its experience in transforming a well-established tourist destination, focusing on urban regeneration, environmental sustainability, and balancing tourism with local community needs.
