Ibiza's four municipalities are taking different approaches to attracting visitors outside the traditional summer season, with congress tourism, cultural heritage, walking routes, family experiences and winter gastronomy among the attractions being promoted in London this week.
Ibiza Town, Santa Eulària, Sant Josep and Sant Antoni will participate in the World Travel Market (WTM), taking place from 3 to 5 November 2026 at ExCeL London. They will share the island's 116.5-square-metre promotional stand with the Consell Insular and representatives of the local tourism industry.
Each municipality will present its own attractions and promotional activities, while the Consell will also promote island-wide initiatives designed to encourage visitors to discover Ibiza beyond its beaches and peak-season image.
Ibiza Town Focuses on Congresses, Culture and Gastronomy
Ibiza Town will concentrate on three main areas: heritage, culture and gastronomy.
One of its priorities is the MICE tourism sector, covering meetings, incentives, conferences and professional events. The municipality also wants to attract weddings and other celebrations, which can generate demand for accommodation, restaurants and local services outside the busiest summer months.
Its promotional campaign, based around the question ¿Conoces Ibiza? (Do You Know Ibiza?), encourages visitors to discover the identity of the capital through its place names, gastronomy, traditions and historical heritage.
The campaign will be accompanied by Viatjarem, a song by the Mallorcan group Xanguito.
The strategy builds on the municipality's previous efforts to promote Ibiza Town as a cultural and heritage destination, while placing greater emphasis on attracting professional events and celebrations throughout the year.
Santa Eulària Highlights La Gran Ruta and Family Tourism
Santa Eulària will promote nature-based tourism and family experiences, with La Gran Ruta among its main attractions.
The circular route connects the municipality's five parishes through locations of natural, cultural and historical interest. The promotional description presents it as a route of approximately 90 kilometres, suitable for visitors interested in exploring the municipality on foot or by bicycle.
There are, however, different published distances depending on the route version. The hiking track published by Visit Santa Eulalia on Wikiloc measures 86.38 kilometres, while the cycling route measures 80.95 kilometres.
The municipality will also promote the Santa Eulària Family Pass, a free digital card that helps families plan itineraries and access advantages offered by participating activities, establishments and local businesses.
The initiative is intended to encourage spending in local businesses and distribute visitor activity across different parts of the municipality. According to the municipal figures reported in August, the digital tool had exceeded 300 downloads since its launch in April.
Before the official opening of the WTM, Santa Eulària is also scheduled to meet more than 20 British tourism professionals on Monday, 2 November. The gathering will bring together business representatives, journalists and content creators to present the destination and establish industry contacts.
Sant Josep Continues Its Full of Life Campaign
Sant Josep will continue promoting its destination identity through Sant Josep, Full of Life, a tourism brand built around the municipality's traditions, culture, nature, music and outdoor activities throughout the year.
The campaign was introduced at the 2025 World Travel Market, and this year's participation will give it further international exposure.
A promotional reception is scheduled for Monday, 2 November, ahead of the fair. Hosted by Mayor Vicent Roig, the event at LSQ Rooftop in Leicester Square will bring together British tour operators and travel trade representatives.
The programme includes a live performance by Ibiza-based singer Reya Thomas and musician and composer Joan Barbé, alongside a destination film showcasing the municipality's landscapes, communities and cultural identity.
The wider challenge is turning international interest into economic activity over more months of the year. Previous discussions within Sant Josep's tourism sector have highlighted the need to extend the season, improve transport connections and address difficulties in recruiting workers.
Sant Antoni Promotes Autumn and Winter Gastronomy
Sant Antoni will present a new phase of its Un lugar para celebrar campaign, with a particular focus on autumn and winter.
The municipality wants to highlight its cultural, gastronomic, sporting and natural attractions, as well as the local traditions and celebrations that continue beyond the busiest tourist months.
A promotional event is scheduled for Monday, 2 November, at Lolo by José Pizarro in London. The programme is expected to bring together British journalists and content creators for the presentation of the destination and the launch of a promotional video.
The gathering will include an interactive dinner dedicated to traditional Ibizan cuisine, culminating in the preparation of arroz de matanzas, a dish associated with the island's winter traditions.
The campaign has previously been used at international tourism events, including FITUR and ITB Berlin. The London presentation places particular emphasis on the municipality's autumn and winter offer.
The Consell Adds Island-Wide Heritage and Family Tourism Initiatives
Alongside the four municipal campaigns, the Consell Insular will promote two wider initiatives at the London fair.
The first is Eivissa Revelada, a project bringing together 98 historical, cultural and natural points of interest across the island. These are organised into four thematic routes covering defensive and coastal heritage, rural and traditional Ibiza, social and cultural life, and archaeological heritage.
The project is designed to encourage visitors to explore different municipalities and discover places beyond the best-known tourist attractions.
The second initiative is Ibiza Family Moments, which aims to strengthen the island's position as a family holiday destination and encourage businesses to adapt their services to this market.
The Consell will also use its presence in London to meet airlines, tour operators and other travel industry representatives.
Extending the Season Remains a Major Challenge
The promotional campaigns come as Ibiza continues to face significant structural challenges in extending tourism activity beyond October.
According to forecasts from the Federation of Hotel Associations of Ibiza and Formentera (FEHIF), six out of ten of its associated hotels planned to close during October 2026. The organisation has highlighted the importance of flight connections and sufficient demand when deciding whether establishments can remain open later in the year.
The availability of accommodation is only part of the challenge. Restaurants, attractions, transport services and other visitor facilities must also remain operational to support tourism outside the main season.
Employment figures provide another indication of the island's seasonal dependence. The 2025 report from the Balearic Islands Economic and Social Council records a 78.6% difference between July and December social security affiliations in Ibiza, compared with 26.8% in Mallorca.
The four municipalities are therefore presenting different ways to broaden the island's tourism offer, from professional events and heritage visits to walking routes, family experiences and traditional winter food.
The longer-term test will be whether these promotional efforts translate into more visitors, open businesses and sustained employment beyond Ibiza's traditional summer season.