State Of Independence: Tourism strategy

There was one revealing quote from the interview with Esteve Bardolet* (“The Bulletin”, 20 November). Well, two, but I’ll come to the second later. Bardolet, one of the rare people it is worth listening to regarding Mallorca’s tourism, said, in the context of working with the Mallorcan Tourist Board: “I was totally independent. Neither I nor anyone in my family had any business interests in the world of tourism, so I was able to be totally impartial”.

Totally independent, totally impartial. This is not how you would normally describe different players in Mallorca’s tourism industry. The Mallorcan Tourist Board would claim to be independent, but it isn’t, given that it comprises representatives with their own specific interests, and this, pretty much, was what Bardolet was implying.

An independent and impartial perspective on the tourism industry is almost impossible to achieve. In theory, the government should have such a perspective, but it is beholden to powerful voices from within the industry. Think for a moment about how, before the regional elections in May, the hotels were saying that they didn’t want Carlos Delgado as tourism minister. He might just have proven to be a bit too independent of mind. Now, however, all is sweetness and light, and the hotels are having the industry served up to them on a plate. “A word in your shell-­like, Carlos,” might well have been words whispered in a quiet corner of the tourism ministry, along with “side”, “knowing”, “bread” and “buttered”.

The government, perhaps recognising the impossibility of being immune to influences from the industry, is trying instead to involve all sectors of the industry, bringing the various associations as well as airlines and tour operators into the tourism agency. It’s a bold move and one that makes a lot of sense, as a collective is formed of those who understand the tourism industry. The trouble is that they understand it in their terms. Whatever good words airlines or tour operators may utter, they do not consider Mallorca in isolation. They ultimately do what is good for them. If that includes Mallorca, then fine. If not, well, that’s business.

Bringing together the great and good of the tourism business world does not automatically mean that everyone sings from the same hymn sheet or that noses aren’t put out of joint. Palma town hall, in doing something similar to the tourism agency, has managed to dislocate restaurant snouts, but what the restaurants are really upset about by being excluded is the fact that they can’t voice their own interests.

Meanwhile, there is the government’s inter­departmental tourism committee. I have long advocated that, in the government’s organisational structure, tourism should be at the top of the pyramid, if only notionally, and that other departments function in a support capacity. This committee goes some way to achieving this. While it may not result in independence or impartiality, it may just prevent the sort of governmental turf wars breaking out that have been detrimental to the interests of the tourism industry.

There was no better example of this than during the last administration. Faced with his government collapsing, Antich handed out key posts to the Mallorcan socialists. One of them, environment, resulted straightaway and with total predictability in the paralysing of the Muro golf course. It wasn’t the government as such which stopped the development, it was one department. But Antich was in no position to argue.

Not having coalition partners that require pandering to does help, but government departments have a tendency to work to their own agendas, neglecting the common good. The government’s committee will not eradicate this and nor will it remove the influences that specific departments are subject to from outside government, but it’s a start.

What would really make a difference would be were tourism given a true dose of independent thought, a meeting of minds with the sort of impartiality that Bardolet has displayed. A tourism technocracy, if you like. And more than just impartiality, there might also be some realism, which is where that second quote comes in. Though Bardolet suggested that the north European market needed to be looked to in the winter (though isn’t it already?), he said: “the winters, I fear, will never work”.

Is this just defeatism? Possibly, but possibly it is an understanding, which is what Bardolet has in abundance. Facile prescriptions for Mallorca’s winter tourism that emanate from all quarters, issued through a myopic insularity and parochialism and through constant reinforcement of a groupthink style, often fail to take realism into account. It’s a painful truth, but Bardolet may just be right. We could do with more such independent thought.

* Bardolet is a former vice-president of the Mallorcan Tourist Board and was awarded a gold medal last week in recognition of his contribution to tourism.


Any comments to andrew@thealcudiaguide.com please.