Ibiza's four municipalities are preparing different strategies to attract visitors outside the traditional summer season, with congress tourism, cultural heritage, walking routes, family experiences and winter gastronomy among the themes 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 at ExCeL London from 3 to 5 November 2026. The municipalities will share the island's promotional stand alongside the Consell Insular and representatives of the local tourism industry.
The aim is to highlight experiences that can attract visitors during autumn, winter and spring, reducing the island's dependence on its busiest summer months. Each municipality, however, is approaching that objective through a different combination of attractions and promotional activities.
Ibiza Town Promotes Congresses, Heritage and Gastronomy
Ibiza Town will focus on three central themes: heritage, culture and gastronomy.
One of its priorities is the meetings, incentives, conferences and exhibitions sector, commonly known as MICE tourism. Business events and professional gatherings can attract visitors outside the main holiday season, generating demand for accommodation, restaurants, transport and other local services.
The municipality also wants to develop its appeal as a destination for weddings and other celebrations, which could provide additional business during periods of lower tourist activity.
Its promotional campaign, built around the question ¿Conoces Ibiza? (Do You Know Ibiza?), will encourage visitors to discover the capital beyond its familiar summer image. The campaign highlights the city's place names, traditions, gastronomy and historical heritage, accompanied by the song Viatjarem by Mallorcan group Xanguito.
The strategy builds on previous efforts to promote Ibiza Town as a cultural and heritage destination. In July 2026, the municipality also signed a €40,000 agreement with Foment del Turisme to support year-round promotion, including gastronomy, cultural heritage, MICE tourism, wellness and active tourism.
Santa Eulària Highlights Walking Routes 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 natural, cultural and heritage locations. The itinerary is presented as approximately 90 kilometres long and is intended for visitors interested in discovering the area on foot or by bicycle.
Rather than concentrating activity around the coast, the route encourages exploration of the municipality's inland villages, countryside and cultural landmarks.
The second major focus is Santa Eulària Family Pass, a free digital card designed to help families plan visits and discover participating activities, businesses and establishments.
The initiative also aims to encourage spending in local businesses and distribute tourism activity across different parts of the municipality. According to the municipal figures reported in August, the Family Pass had exceeded 300 downloads since its launch in April.
Before the WTM officially opens, Santa Eulària is also scheduled to hold a meeting in London on Monday, 2 November, with more than 20 British tourism professionals, including business representatives, journalists and content creators.
Sant Josep Continues Its Full of Life Tourism Campaign
Sant Josep will continue promoting its identity through the tourism brand Sant Josep, Full of Life, which presents the municipality as a destination with experiences available throughout the year.
The campaign places emphasis on local traditions, culture, music, nature, villages and outdoor activities, encouraging visitors to discover a different side of Ibiza beyond its summer beaches.
The municipality introduced the brand at the 2025 World Travel Market, and its participation this year aims to strengthen its international visibility.
A special 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 Joan Barbé, alongside a destination film showcasing the municipality's landscapes, communities and cultural identity.
The wider challenge for Sant Josep is turning international interest into longer-lasting economic activity. Previous discussions by its tourism sector have highlighted the need to extend the season, improve public transport and address difficulties in recruiting workers.
Sant Antoni Focuses on Winter Traditions and Ibizan Cuisine
Sant Antoni will use the London tourism fair to give greater visibility to its autumn and winter offer through its Un lugar para celebrar campaign.
The promotional approach highlights the municipality's cultural, gastronomic, sporting and natural attractions, as well as local traditions and celebrations that continue beyond the summer season.
A presentation is scheduled for Monday, 2 November, at Lolo by José Pizarro in London, bringing together British journalists and content creators.
The event is planned to include the launch of a promotional video and a presentation of the destination, followed by an interactive dinner centred on traditional Ibizan cuisine. The menu will include the preparation of arroz de matanzas, a traditional dish associated with the island's winter season.
The campaign builds on previous promotional activity at international tourism events, including FITUR and the ITB Berlin trade fair. This time, the emphasis is specifically on presenting Sant Antoni as a destination with reasons to visit during autumn and winter.
Extending the Season Remains a Major Challenge
The promotional campaigns come as Ibiza continues to face structural difficulties in extending tourism activity beyond October.
According to figures reported by the Federation of Hotel Associations of Ibiza and Formentera (FEHIF) in October, around 60% of its associated hotel establishments were expected to close during the following two weeks. The organisation has also highlighted the importance of flight connections and sufficient demand when deciding whether to remain open later in the year.
The availability of accommodation is only part of the challenge. Restaurants, attractions, transport services and other visitor facilities also need to remain operational to support tourism outside the main season.
Seasonal employment remains another important indicator. The 2025 report from the Balearic Islands Economic and Social Council recorded a 78.6% seasonal variation between July and December in Ibiza, compared with 26.8% in Mallorca.
These figures underline the scale of the challenge facing the island. Promoting congresses, walking routes, family holidays and gastronomy can help broaden the visitor profile, but the success of these initiatives will also depend on transport connections, open businesses and services being available throughout more of the year.
The World Travel Market provides the four municipalities with an opportunity to present their individual strengths to the British travel industry. The longer-term test will be whether that international promotion translates into more visitors, business activity and employment beyond Ibiza's traditional summer season.