The Fundació Turisme Palma 365 has unveiled ‘això és palma’, a new initiative aimed at encouraging residents to explore various cultural spaces, hotels, restaurants, and shops in the city through free activities beginning in December. The announcement was made during the World Travel Market (WTM) in London.
Pedro Homar, the manager of the Fundació Turisme Palma 365, emphasised that “Palma is much more than what we see every day. Behind the façades of its buildings, in museums, cultural centres, hotels, restaurants, and traditional shops, lie stories, experiences, and spaces that are part of the city’s identity. ‘Això és palma’ is born from this perspective.”
The presentation was attended by key figures from the Ajuntament de Palma, including Mayor Jaime Martínez Llabrés, First Deputy Mayor and Councillor for Culture and Tourism Javier Bonet, and General Coordinator of Culture and Tourism Fernando Gómez de la Cuesta, alongside a large audience of tourism agents and specialised media.
Homar explained that the project invites residents to discover or rediscover spaces that are part of Palma's cultural, tourist, and social heritage, often present in daily life but not always closely known. The initiative aims to rekindle enthusiasm for the city and its tourist spaces, foster a sense of belonging, and create new connections between Palma and its inhabitants.
Starting in December, hotels, museums, cultural centres, restaurants, shops, and other establishments in the city will participate in the project with proposals specifically aimed at residents. The programme will feature activities such as guided tours, workshops, gastronomic experiences, and cultural initiatives that will allow participants to learn more about the history, spaces, and unique characteristics of Palma.
All activities will be free and will be integrated into a common programme, which will be announced through a joint communication campaign. Homar noted that ‘això és palma’ is based on the idea that the city’s heritage extends far beyond its most famous monuments. It also includes neighbourhoods, historic shops, establishments that have restored iconic buildings, cultural and tourist spaces, gastronomy, and the people who bring the city to life.
The project proposes a shared experience between the Fundació Turisme Palma 365 and various collaborators, with the intention of showcasing Palma's diversity and enabling residents to enjoy it in a different way: with time, curiosity, and a renewed perspective.
This initiative builds on the international campaign ‘this is palma’, adapting its language and communicative identity to directly engage with the local population. This continuity allows for a coherent image of the city while highlighting the relationship between Palma and those who consider it their own.
With ‘això és palma’, the Fundació Turisme Palma 365 aims to promote an open and participatory city initiative that can grow with the inclusion of new collaborators and proposals in future editions. Understanding the city is also a way to feel closer to it. The stories, spaces, and experiences that make Palma a unique place also belong to the people who live there. “Això és palma. Our city,” concluded Homar.
