As soon as the collaboration protocol was signed between Consell d’Eivissa, FECOEV M.P. S.A.U. and the five town councils of Ibiza, the team got working on developing the Ibiza Family Ibiza product club to boost the island’s image as a family holiday destination. To do so, the technical office prepared a study on the current state of the supply and demand of this holiday segment and started to recruit partners and develop a website devoted exclusively to the Ibiza Family Moments product club.
A family-focused strategy
Bringing Ibiza’s image back as a first-class destination for families with kids is one of the top goals of the Tourism Promotion Department for 2025. The Ibiza Family Moments label is a means to highlight the unique appeals and quality of the resources, products and experiences that turn the island into a great family destination that is accessible, safe and very attractive for all ages.
The strategy to reposition Ibiza in this holiday segment will include, among other actions, promoting the extra benefits of travelling during the off-peak season, creating synergies and strategic partnerships, and spotlighting the values that make Ibiza stand out from other family destinations in the Mediterranean.
Ibiza for kids
The main products for family holidays to be spread online and offline through the Ibiza Family Moments club will be: kid-friendly public resources like museums and interpretation centres; kid-friendly accommodation with fun activities for kids and teenagers; cultural and educational experiences around Ibiza’s history and traditions; natural spaces of great environmental value and holiday walks or tours for this visitor’s profile; family events and hospitality establishments with options for this holiday segment.
In order to promote this offer, the Ibiza Family Moments team will take part in national and international tourism fairs, workshops with tour operators and travel agencies, and will organise press and fam trips, among other actions.
Digital narratives to inspire mums and dads
The media plan developed to promote the Ibiza Family Moments club involves showing the island as an appealing and accessible destination for families to counteract the widespread image of Ibiza as a holiday place for adults and clubbers only.
With this in mind, the contents strategy will focus on spreading the main products of the Ibiza Family Moments club through information articles, downloadable practical guides, infographs, brochures and audiovisual contents published on the website and on Ibiza Travel’s social media profiles, as well as creating a digital catalogue that will help parents choose destination and organise their holidays.
These actions will be accompanied by partnerships with influencers and bloggers from all over Europe who specialise in family holidays.