The initiative highlights cultural identity, sustainability and the connection between residents and visitors through locally sourced produce.
The Consell de Mallorca has launched “De bon de veres”, a new campaign spearheaded by the Department of Tourism and the Mallorca Responsible Tourism Foundation, which focuses on local produce as an expression of the island’s identity, culture and way of life.
The initiative forms part of Mallorca’s strategy to promote a more sustainable, conscious and locally connected model of tourism, strengthening the relationship between residents and visitors through authentic experiences linked to local production, gastronomy, crafts and traditional trades.
The President of the Consell de Mallorca, Llorenç Galmés, highlighted during the presentation that the campaign “promotes a more conscious experience that is connected to the local area, for both tourists and residents”, further emphasising that “De bon de veres” was created with the aim of championing local produce from a contemporary, emotional and authentic perspective.
Local production as a way of understanding Mallorca
“De bon de veres” (a Mallorcan expression that could be translated as “truly” or “genuinely”) serves as the campaign’s central concept and as a symbol of what makes Mallorca unique: its identity, its roots and its own way of relating to the land.
The initiative suggests that consuming local produce goes beyond a mere purchasing decision. It means supporting the local economy, preserving the landscape and traditional trades, and participating in a more respectful and authentic way of experiencing the island.
In this sense, local produce is presented not as a souvenir or a decorative item associated with tourism, but as an essential part of everyday Mallorcan life and the true experience of the destination.
A campaign centred on authenticity
The visual and narrative direction of “De bon de veres” is built around everyday scenes linked to local life: traditional markets, gastronomy, crafts, natural materials and small gestures that form part of the island’s Mediterranean culture.
The campaign also highlights the production processes and the people behind local products, showcasing the work of producers, artisans and professionals connected to the region.
Far from resorting to tourist stereotypes, the campaign promotes a contemporary, aspirational and credible image of Mallorca, in line with a growing international demand for destinations that are more sustainable, authentic and culturally connected to their surroundings.
The initiative is funded by the Balearic Islands Government’s Sustainable Tourism Tax and forms part of the 2026 Action Plan of the Mallorca Responsible Tourism Foundation, which will continue to develop initiatives centred on values such as coexistence, sustainability and respect for the region.
About the FUNDACIÓ TURISME RESPONSABLE DE MALLORCA
The Fundació de Turisme Responsable de Mallorca works to promote a model of sustainable and mindful tourism on the island. Its mission is to balance tourism development with the conservation of Mallorca’s natural and cultural heritage, aligning the sector’s actions with the principles of responsible tourism. Through the Responsible Tourism Pledge, the foundation invites both residents and visitors to commit to the care and regeneration of the island, promoting tourism that respects the environment and local communities. By joining this commitment, each individual actively contributes to creating a more sustainable future for Mallorca.
Join the Pledge!
Join the Pledge, Commitment to Responsible Tourism. By signing it, you not only support more conscious tourism, but also actively contribute to the preservation of our island. Visit the website and discover how you can be part of the Mallorca of tomorrow at www.mallorcapledge.com