The Consell de Mallorca has presented the new tourism campaign “De bon de veres”, an initiative aimed at promoting local Mallorcan products as an authentic way to experience the island, connecting sustainability, territory, tradition and coexistence between residents and visitors.
The campaign, promoted by the Department of Tourism and the Mallorca Responsible Tourism Foundation, supports a more conscious tourism model based on respect for local identity and support for local producers, traditional trades and small businesses.
“De bon de veres”: a new way to discover Mallorca
The official presentation was attended by the president of the Consell de Mallorca, Llorenç Galmés, accompanied by the Minister of Tourism, Guillem Ginard, as well as representatives from Mallorca’s gastronomy and cultural sectors.
Among the attendees were the secretary of the DO Binissalem Regulatory Council, Margalida Amat, chefs Margalida Alemany and Juan Pinel, Miquel Payeras from Chefs In, and Mallorcan singer-songwriter Jaume Anglada.
The campaign was created with the aim of promoting a tourism experience more closely connected to the reality of Mallorca, where local products become a symbol of identity, authenticity and sustainability.
What “De bon de veres” means
The slogan “De bon de veres”, a traditional Mallorcan expression, remains untranslated in order to preserve its cultural and emotional meaning.
According to Tourism Minister Guillem Ginard, the slogan acts as “a cultural seal of authenticity” and represents a unique way of understanding the island, its territory and its lifestyle.
The campaign aims to convey that consuming local products in Mallorca is not just a purchasing decision, but also a way to:
- Support the local economy
- Preserve traditional trades
- Protect the landscape and territory
- Encourage more sustainable tourism
- Connect with the authentic essence of Mallorca
A campaign focused on local Mallorcan products
The creative direction of “De bon de veres” revolves around two main visual concepts.
On the one hand, it shows how local products are naturally part of everyday life in Mallorca: traditional markets, woven shopping baskets, small local businesses and conscious local consumption habits.
On the other hand, it highlights the artisanal production process, showcasing the work of producers, farmers, artisans and professionals who keep the island’s traditional trades alive.
Rather than relying on tourist clichés, the campaign embraces a contemporary, emotional and realistic image of Mallorca, inviting both residents and visitors to experience the island through respect and authenticity.
The campaign will reach Spain, Germany and the United Kingdom
In addition to its promotion within Mallorca, “De bon de veres” will be launched in the island’s main tourism markets:
- Spain
- Germany
- United Kingdom
The campaign will appear in newspapers, magazines, radio and digital media, with an investment of approximately €120,000, financed through the Sustainable Tourism Tax of the Government of the Balearic Islands.
Mallorca commits to more conscious and sustainable tourism
The initiative forms part of the 2026 Action Plan of the Mallorca Responsible Tourism Foundation and is integrated into the Consell’s strategy to promote a more balanced and sustainable tourism model.
The goal is to strengthen coexistence between residents and visitors while encouraging experiences linked to the territory, culture and local products.
With “De bon de veres”, Mallorca claims that local products are not simple souvenirs, but an authentic way of belonging to, sharing and understanding the island.
Local products as an authentic Mallorca experience
The campaign represents another step forward in the transformation of Mallorca’s tourism model, promoting more human, sustainable and locally connected experiences.
If you want to discover authentic Mallorcan gastronomy, support local businesses or enjoy more sustainable experiences during your holidays, “De bon de veres” is an invitation to discover the most genuine and authentic side of Mallorca.
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