Re-branding Mallorca towards Sustainable Tourism – Case Nordics in Mallorca
Pulkkanen, Satu (2023)
Pulkkanen, Satu
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023060722419
https://urn.fi/URN:NBN:fi:amk-2023060722419
Tiivistelmä
In this research the aim is to investigate the challenges of seasonal tourism in the Mediterranean island of Mallorca and the possibilities of growing the volume of Finnish visitors through finding a sustainable solution.
Currently other source markets than Nordics are acting a more significant role on the island´s economy. The significantly busy high season comes with challenges of over tourism and there is demand for investigate the possibilities to spread the volume to the low season. According to the author´s observations and research findings during the past five years' time, there is demand and resources for sustainable tourism year-round.
To support this theory the author conducted interviews with the local hoteliers, Nordic tour operator representatives, and tourism board of Spain. Additionally, a survey was published for the potential public of Finnish speaking travelers in social media platforms.
The respondents supported the author´s theory providing the basis for developing the tourism services further and investing on the Finnish source market. The respondents showed high interest in traveling outside the dominant summer season. The summer presents with extremely hot temperatures and lack of water resources on the island. Traveling on the low season, climate is more favourable and supports the idea of sustainable tourism and offers the opportunity to grow activity tourism such as cycling holidays, hiking, and wine tourism.
The respondents valued the availability of Finnish speaking services on the island. This might have an impact on the attraction of this touristic destination among the new potential public. The lack of “Nordic profile” and “Nordic resorts” fails to compete with other similar Mediterranean island destinations more popular among Finnish audience.
To potentially change the seasonal over tourism pattern to all-year-round tourism strategy, the responsibility lies in the shoulders of the airlines and tour operators, among the local accommodation and tourism service providers, as well the council and tourism board. The main challenge is the overflowing summer season and the fact that the island infrastructure is designed to support seasonalizing and changing this might be close to impossible on governmental level.
However, the author is hoping this research would raise a conversation regarding the future of this Mediterranean pearl.
Currently other source markets than Nordics are acting a more significant role on the island´s economy. The significantly busy high season comes with challenges of over tourism and there is demand for investigate the possibilities to spread the volume to the low season. According to the author´s observations and research findings during the past five years' time, there is demand and resources for sustainable tourism year-round.
To support this theory the author conducted interviews with the local hoteliers, Nordic tour operator representatives, and tourism board of Spain. Additionally, a survey was published for the potential public of Finnish speaking travelers in social media platforms.
The respondents supported the author´s theory providing the basis for developing the tourism services further and investing on the Finnish source market. The respondents showed high interest in traveling outside the dominant summer season. The summer presents with extremely hot temperatures and lack of water resources on the island. Traveling on the low season, climate is more favourable and supports the idea of sustainable tourism and offers the opportunity to grow activity tourism such as cycling holidays, hiking, and wine tourism.
The respondents valued the availability of Finnish speaking services on the island. This might have an impact on the attraction of this touristic destination among the new potential public. The lack of “Nordic profile” and “Nordic resorts” fails to compete with other similar Mediterranean island destinations more popular among Finnish audience.
To potentially change the seasonal over tourism pattern to all-year-round tourism strategy, the responsibility lies in the shoulders of the airlines and tour operators, among the local accommodation and tourism service providers, as well the council and tourism board. The main challenge is the overflowing summer season and the fact that the island infrastructure is designed to support seasonalizing and changing this might be close to impossible on governmental level.
However, the author is hoping this research would raise a conversation regarding the future of this Mediterranean pearl.