Palma is setting its sights on the United States with a new campaign targeting major American cities as Mallorca prepares to welcome more visitors from across the Atlantic in 2027.

Palma sets its sights across the Atlantic

Mallorca is stepping up its efforts to attract American holidaymakers, with Palma preparing a major tourism campaign designed to strengthen the island’s profile in the United States ahead of the 2027 season.

The initiative will focus on several of America’s biggest cities, bringing Palma’s tourism industry directly to travel professionals who can help promote the destination to potential visitors.

The Fundació Turisme Palma 365 has approved a contract worth €208,120 for the campaign, which will target travel agents and industry professionals in Atlanta, Philadelphia, Chicago and New York.

Two additional US cities are also expected to be selected as part of the promotional drive.

The campaign is due to involve around 120 American travel agents, with Palma specifically targeting professionals who have already demonstrated an interest in the destination.

Rather than simply advertising Mallorca to the general public, the strategy is designed to establish stronger relationships with people who can influence where American travellers choose to spend their holidays.

New York takes centre stage

New York will play a particularly important role in the campaign, with the initiative scheduled to culminate in the city early next year.

The event will bring American travel agents together with representatives from Palma’s tourism sector, providing an opportunity to showcase the capital and its attractions directly to the US travel trade.

For Palma, the strategy comes at a time when connections between Mallorca and North America are becoming increasingly important.

United Airlines launched its direct Palma-New York route in 2022, providing a valuable link between Mallorca and one of the world’s biggest international travel markets.

The service has subsequently seen strong demand, with the airline increasing capacity and operating larger aircraft on the route.

The direct connection has also helped raise Palma’s profile among American travellers who may previously have considered the island more difficult to reach.

More than a summer destination

Palma is also keen to use its US campaign to promote the city as a destination beyond the traditional summer season.

American visitors can be particularly valuable to destinations seeking to increase tourism during the quieter months, as long-haul travellers often plan longer trips and combine several experiences during their stay.

Palma can offer a combination of historic sights, restaurants, culture, beaches and easy access to the wider island, giving the city plenty to promote to potential visitors.

The campaign also forms part of broader efforts to diversify Palma’s international tourism markets rather than relying so heavily on established European source countries.

Pedro Homar, tourism chief for Palma, has previously backed the continued focus on the American market, saying that the strategy was working well and that there was no reason to stop it.

American interest continues to grow

The US is already an important market for Mallorca, but Palma clearly sees room for further growth.

The direct New York connection has provided a significant boost, while visitors travelling through other North American hubs have another route to the island.

Air Canada’s direct Montreal service is also relevant, as connections from Canada can provide access to a wider North American market, including travellers continuing on to destinations across the United States.

The new campaign therefore comes at a strategic moment for Palma, as the city attempts to turn improved connectivity into sustained demand.

For American travellers, Mallorca offers something different from the traditional Mediterranean beach holiday, combining the appeal of Palma with the wider attractions of the island.

A bigger American welcome

The decision to take the campaign directly to Atlanta, Philadelphia, Chicago and New York demonstrates how seriously Palma is taking the US market.

With around 120 travel professionals expected to participate, the city will be hoping the initiative generates new partnerships, greater awareness and, ultimately, more bookings for 2027.

The campaign also signals a desire to make Mallorca increasingly visible to American holidaymakers who may be familiar with destinations such as Barcelona, Madrid or the Costa del Sol but less aware of what Palma has to offer.

If the strategy succeeds, the American dream could become an increasingly important part of Palma’s tourism future, bringing more US visitors to the Mallorcan capital and strengthening its links with one of the world’s most valuable travel markets.