The Consell de Ibiza has outlined a clear strategy for Fitur 2025: to position the island as a sports destination capable of attracting national visitors during the spring and autumn months, when the tourist influx is considerably lower. This approach responds to the need to balance tourism activity throughout the year, extending stays beyond the high season. As explained by the president of the Consell, Vicent Marí, the initiative is backed by the Ibiza Tourism Intelligence System (SITE), which has identified that national tourists tend to concentrate their trips in July and August, leaving months such as May and October with figures well below their potential. Marí pointed out that, in 2024, sporting events declared of tourist interest attracted more than 12,000 participants and accompanying persons, evidencing the positive impact of sport on tourism activity outside the peak months.
Fitur as a platform to promote the island
Ibiza’s participation in Fitur 2025 will be a key opportunity to present this strategy. The island’s stand, located in Pavilion 9, will have a space of 300 m² where not only the sports offer will be promoted, but also the cultural, heritage and gastronomic offer that complements the visitor’s experience. One of the main events will be the official presentation of the Consell on January 23 at the Movistar Arena in Madrid. At this event, prominent athletes such as Alberto Contador, Miguel Indurain and Núria Picas will share their experiences enjoying the island’s sporting offer. In addition, specialized journalists such as Nico de Vicente and Lourdes García Campos will be in charge of conducting the event, ensuring a significant media impact.
The collaboration of municipalities in the promotion of
The effort to deseasonalize tourism also has the backing of the island’s town halls, which will bring their own proposals to Fitur. Sant Antoni, for example, will highlight an artistic intervention in its historic center, while Santa Eulària des Riu will present a guide dedicated to the emblematic kiosks of the municipality. For its part, Sant Josep will focus on cultural and photographic initiatives, and Sant Joan will show a video that combines its historical essence and its current tourist proposal.
Beyond summer: diverse and sustainable tourism
The Consell has also highlighted the growth of the domestic market, which in 2024 recorded an increase of 1.25%, reaching almost two million passengers from Spanish airports, with Barcelona, Madrid and Valencia as the main issuers. Although the average stay of domestic tourists is two to three days, the intention is to encourage longer visits spread throughout the year. President Marí stressed that Ibiza has everything necessary to consolidate itself as an attractive destination during any season, with its unique combination of connectivity, natural environment and top-level sporting events. This strategy not only seeks to attract new visitors, but also to build loyalty among those who already consider Ibiza a must on their vacation.
