The Neglect Of Calas de Mallorca

Calas de Mallorca is a resort that has for years suffered from neglect. Partly this has been because of its origins as an essentially private development which still creates issues for the town hall in Manacor in terms of services. Nevertheless, last year the town hall was stung into taking action when examples of neglect began to appear in the media. So, it showed some initiative, the lack of which has been the focus of criticism of regimes at the town hall over several years when it has come to tourism infrastructure (and not just Calas de Mallorca). It is a resort which has also become a dumping ground for all-inclusive. In this regard it is not unique, but the almost total economy nature of its some 6,000 or so hotel places has bred a form of all-inclusive that reflects the hotel stock and a level of all-inclusive which is said to represent anywhere between 80% and 90% of those places.

The quoting of such figures is always something in which holes can be picked. Data from the Balearic tourism ministry (such as they are) and information from studies give varying percentages as to the level of all-inclusive. A typical figure has been around 33% for the whole of Mallorca, which might just be believable when one takes account of the island's entire hotel stock but is most definitely not believable at the micro level of individual resorts, of which Calas de Mallorca is a good example.

With a new regime at the town hall, the issue of all-inclusive, as it is in other municipalities, has come to the top of the agenda. But like other municipalities, Calvia for example where the mayor has spoken of regulation, Manacor cannot effect any municipal legislation that limits or bars all-inclusive. It can introduce bylaws that might influence aspects of the all-inclusive offer but it can do no more: it is otherwise a matter for regional government.

If the volume of all-inclusive is as it is quoted, there should be a fundamental question being asked: what is the point of Calas de Mallorca as a resort? If general economic welfare is so limited as a consequence of one particular type of accommodation board, then its purpose as a resort is diminished. It is not sustainable, and in the mantra of the current day, it therefore runs counter to the notions of sustainable (aka responsible) tourism that tour operators and some hoteliers make a big issue of, yet singularly fail to practise.

The new regional administration, with its twin policy items of the eco-tax and all-inclusive regulation (yet to be defined), may well have an underlying strategy aimed at reducing tourist numbers. It is a strategy littered with risks, but if these policies, allied to tactics such as the declaration of far more "mature zones" in tourist resorts, were to result in a decline in the number of places in a resort like Calas de Mallorca but the removal of a great deal of that 80 or 90%, then the cost-benefit equation would in all likelihood weigh heavily in favour of general economic benefit for the local economy.

The mature zones, a mechanism for liberalising and incentivising redevelopment but also forcing it, should be applied widely across Mallorca, but it is a tactic which might itself run up against government antagonism towards in-resort investment. What we are not seeing at present is a clear vision of what Biel Barceló, the tourism minister, wants. When he speaks of tourism re-investment facilitated by the eco-tax, how much of this would be directed at the resorts? Even if it were to be, mature zones rely massively on private investment for the tactic to succeed or be given the chance to succeed, and neither Més (certain members of the party at any rate) nor Podemos are currently endearing themselves to the principal sources of such investment - the hoteliers and their backers.

There is a great deal of muddled thinking at present. While reducing tourist numbers, limiting all-inclusive but raising general standards in terms of the type of tourism that Mallorca has are not in themselves bad policies, another side of the coin is that of employment. And into this equation comes the issue of wages, employment conditions and contracts. A report this week that reveals that increased employment levels in the Balearics are predominantly due to short-term, seasonal tourism contracts will come as absolutely no surprise. Podemos, in attacking the hoteliers for a lack of job security, has to accept certain realities of the tourism industry. Firstly, it is seasonal and secondly, there is a very good reason why wages are as they are - low. Podemos (and the government) wants there to be higher quality employment in the industry, implying higher wages, full contracts and so on. But then what is this employment? For the most part, it is unskilled or low-skilled. This shouldn't be an excuse for worker exploitation, but tourism jobs are like they are in Mallorca the world over: that's the reality.

To return to the theme of all-inclusive regulation, it is not one that is only exercising the minds of councillors in Manacor and Calvia and Balearic government ministers. In Benidorm, a commission is being set up to analyse the impact of all-inclusive. The conclusions of its findings will be sent to the regional government (Valencia in this instance). What is significant about this commission is the fact that it involves all interested parties, including the Benidorm hoteliers. Absent from its membership, however, are any tour operators, and as we all know it is they who hold the key, not the hoteliers, many of whom would rather not have to offer all-inclusive (a sentiment which exists in Mallorca as well).

But with the Canaries also setting all-inclusives in their sights, there is a discernible shift in political and business perspective. Finally, after a good couple of decades of all-inclusive there is some momentum and desire to address its impact, and it is a momentum being felt in different parts of Spain. Ultimately, however, the tour operators need to be included, as it is they who wield much of the power. But might they finally wake up to the responsibilities they claim in the marketing-speak of their responsible/sustainable tourism mission statements? Don't hold your breath.

The Cloud Revolution In Calas De Mallorca

There I was, one day saying how little one tends to hear about resorts on Mallorca's east coast and the next day talking about creative solutions to tourism and to Mallorca as a whole. And then, blow me, the two subjects suddenly appear together in perhaps one of the more unlikely parts of the island.

Or maybe it isn't an unlikely part. Calas de Mallorca is one of the island's resorts which falls under what the tourism ministry refers to as "mature" resorts (an odd categorisation as there are few resorts which aren't mature, but be this as it may). Such resorts, the ministry has stressed, need modernising, and in the case of Calas de Mallorca, it would be modernisation of what was initially created in the 1960s. It hadn't been one of the even more mature resorts that had been earmarked for development between the wars, such as Cala d'Or, a short distance down the coast. It was one which caught the wave of the great tourism boom.

Despite its maturity, one suspects that Calas de Mallorca would not be the first resort name on a prospective tourist's list of Mallorcan resorts. I am unaware of research which has ever done this (though there probably is some), but in terms of name recognition or awareness my guess would be that Calas de Mallorca would be some way down the list behind the more usual suspects. Indeed it is said that it is one of the more forgotten of Mallorca's resorts. It could benefit, therefore, from a spot of marketing. And this is exactly what it is to get, and it is marketing with an innovative edge. Calas de Mallorca is to be the first tourist "Cloud Destination" on the island.

Cloud Destination is a registered trademark. It is one for an initiative that has been financed by the Ministry of Science and Innovation (itself part of the Ministry for the Economy) which has been in development for some three years but which was first being advanced at the Madrid tourism fair in 2011. It involves a consortium of technology companies, three of them Mallorcan, in putting together a web-based "strategy for comprehensive touristic management" and in creating a "new business model for ICT (information and communications technology) tourism".

These quotes come from a PowerPoint presentation which explains Cloud Destination. You can see it for yourself if you so wish**  but to give an idea as to what it entails, it embraces cloud computing in establishing a platform to cover the life-cycle of a tourist and to provide web services for different stages of this life-cycle. And by life-cycle, this refers to the tourist "experience" before, during and after he or she has stayed in a destination.

If this all sounds like jargon heaven for techy and management-technique freaks, then that is what it is. The before, during and after encounter is littered with acronyms and concepts that appear to be light years away from simply flogging a sun and beach holiday. But its jargon does not detract from what, on the face of it, is a pretty decent innovation. Included are elements such as a "touristic observatory", basically the gathering of data on all manner of things that the tourist gets up to, including how he spends his money, and something called TURSEM, which features a "travellers' social network", an objective of which is to "define the motivations and emotions of travellers when they choose a tourist destination".

In January next year, a new tourist web portal is due to go live which goes under the title "Calas de Mallorca, a window to nature". This will be the visible front page of the whole exercise and it will include the kinds of things you might expect, such as different activities, special offers, information on hotels and beaches, booking system. Linked into all of this will be different social media channels.

But it will be what goes on behind the portal that will be of crucial importance, as the system will enable the type of data gathering and profiling which will give a more sophisticated understanding of the tourist and greater ability to mould promotion accordingly.

It's an ambitious scheme and it will be fascinating to see how it works in practice and also to see how it translates into actual business generation. Much would depend on how the technology is used. So, for example, having the social media channels will require, at the least, constant interaction with the users. It looks like a very good idea and one that might just transform Calas de Mallorca and especially its "mature" image.

** (straight download) www.i2cat.net/files/EN_PRESENTATION_CD.ppt

MALLORCA TODAY - The Calas de Mallorca drowning tragedy

The local press now personalising the tragedy in Calas de Mallorca on Saturday when a British man and his six-year-old son drowned when the boy was swept away and the man, who couldn't swim, died in attempting to save him.

See more: Ultima Hora