The Ibiza Island Tourism Promotion Board has held its annual general meeting, bringing together around 80 representatives from the island's tourism industry to review the work carried out during 2025 and discuss the challenges facing the sector.

The meeting placed particular emphasis on a change in how tourism success should be measured, with the organisation's president arguing that Ibiza's future should not depend simply on attracting more visitors, but on generating greater economic value from tourism.

A Year of Tourism Promotion

The annual meeting provided an overview of the promotional activity carried out throughout 2025.

This included participation in national and international tourism fairs, press and familiarisation trips, professional events, communication campaigns, content creation and collaborations with public and private organisations.

The objective has been to highlight Ibiza's diversity and encourage visitors to discover the island outside the busiest months of the traditional summer season.

Five Product Clubs

Several of the organisation's specialised product clubs presented their work during the meeting.

These included Eating in Ibiza, Enjoy Ibiza Activities, Ibiza Health & Beauty, Ibiza Luxury Destination and the Ibiza Convention Bureau.

The different areas allow the organisation to promote specific tourism segments while bringing together businesses with shared interests and expertise.

The wider strategy also includes the Descubre Ibiza initiative and other promotional areas focused on expanding the island's tourism offering.

More Value, Not Simply More Visitors

Alejandro Sancho, president of the Ibiza Tourism Promotion Board, used the meeting to emphasise what he sees as an important shift in tourism strategy.

He argued that success should not be judged exclusively by visitor numbers, but by the economic value generated by those visitors and the extent to which that spending benefits the wider island economy.

That includes hotels and restaurants, but also retail, transport, leisure activities, services and local suppliers.

The message is increasingly aligned with the idea of improving tourism quality and value rather than simply increasing the number of arrivals.

Quality Is Not the Same as Luxury

Sancho also stressed that higher-value tourism should not be interpreted as tourism based exclusively on luxury products.

He highlighted the importance of Ibiza's diverse business community, including large companies, small businesses, family-run establishments and traditional local businesses.

According to the organisation's president, all of these contribute to the island's identity and authenticity.

The approach therefore seeks to broaden the meaning of quality tourism rather than associate it only with high-end accommodation and luxury experiences.

Ibiza's Wider Tourism Challenges

The meeting also addressed some of the broader problems affecting the island.

Among the issues identified were housing, mobility, water resources, energy, staffing and human resources, unlicensed activity, sustainability and competitiveness.

Sancho argued that these challenges cannot be addressed independently by individual administrations or businesses.

Instead, he called for an island-wide vision combining planning, legal certainty, investment and cooperation between the public and private sectors.

Public and Private Cooperation

Collaboration was one of the recurring themes of the meeting.

The Tourism Promotion Board relies on its member companies and partners to implement many of its initiatives, while also working with government bodies and other public and private organisations.

The annual assembly provides a forum for bringing those different groups together and reviewing both completed projects and the organisation's future priorities.

Tourism Beyond the Peak Season

One of the main objectives outlined during the meeting is to encourage visitors to experience Ibiza beyond July and August.

The organisation's promotional work focuses increasingly on the island's diversity, including gastronomy, wellness, activities, luxury experiences and business tourism.

The strategy aims to broaden the reasons to visit Ibiza while helping distribute tourism activity more evenly across the year.

A Tourism Strategy Focused on Value

The discussion comes as Ibiza continues to operate within a tourism environment where visitor numbers remain high and pressure on infrastructure is increasingly part of the public debate.

The Tourism Promotion Board's position is that future growth should therefore be assessed not simply through the number of people arriving on the island, but through the value tourism creates for the wider local economy.

That approach places greater emphasis on spending, diversification, local businesses and the quality of the visitor experience.

Looking Ahead

The annual meeting closed with contributions from Pere Joan Planas, managing director of the Balearic Islands Tourism Strategy Agency, and Juan Miguel Costa, the Consell d'Eivissa's island director of tourism.

For the Ibiza Tourism Promotion Board, the message from its latest assembly is clear: the island's tourism strategy is increasingly focused on value rather than volume.

The challenge now is turning that principle into a model capable of supporting the local economy while addressing the pressures facing Ibiza's residents, businesses and infrastructure.