The purpose of the I Jornada sobre Turismo de Lujo (1st Conference about Luxury Tourism) is to make Mallorca a reference point in the higher, luxury end of tourism. It was organized by the FEHM (Federación Hotelera de Mallorca).
The gathering, held on the 15th of April in the hotel Meliá de Mar, Mallorca, was the starting point for a differentiation strategy that involves business owners and administrations. The figures are convincing: the five star hotel market in Mallorca is made up of some 6000 beds; the yearly income is 300 million Euros.
This sector is also key to extending the season. Mallorca has enough beauty spots to attract this type of tourism, like the Serra de Tramuntana, Mallorca, Formentor, the Torrent de Pareis or the Caves of Drach. However, the traditional advertising tools have proved to be insufficient. Mallorca does not figure in the mind of luxury consumers, like other exclusive destinations i.e. Monaco. This was discussed at the FEHM conferences.