Palma is evolving its tourism strategy around long-term value, year-round demand and a stronger balance between visitor growth and residents’ quality of life. Through the Palma 365 vision, the city is positioning itself as a leading Mediterranean destination defined by culture, gastronomy, heritage, sustainability and contemporary urban life, while encouraging higher-value travel beyond the summer season. Investment in public spaces, sustainable mobility, environmental initiatives and smarter destination management is helping disperse visitors, support local businesses and improve the overall experience. Looking ahead, Palma aims to strengthen its core European markets while expanding in North America, the Middle East and Asia, with the ambition of being recognised as an authentic, cosmopolitan and forward-thinking city that prioritises quality over quantity.