Guaranteeing a more competitive and sustainable tourism development and man-agement model, minimising negative externalities derived from the current model, reducing dependency on sun and beach tourism and changing today’s general percep-tion of Ibiza as a holiday destination for nightlife. These are the goals set by the De-partment for Tourism Promotion of Ibiza in an effort to convey a more diverse and multifaceted island that showcases the broad range and diversity of the island’s tour-ism assets and attractions.

To this end, the Department has requested offers for the procurement of a mid to long-term strategy for Ibiza’s sustainable tourism development and management and the brand repositioning of the island as a holiday destination including its different sub-brands. They are currently appraising the bids received and the awarded company will have 21 months to complete the contract.

A participatory and forward-looking strategic project

The rebranding of Ibiza as a unique, attractive and sustainable holiday destination, based on its own features, attributes and values, also aims to boost the sense of pride, identity and belonging among the island’s citizens and the different public and private actors. To do so, the new winning proposal must involve the entire society, from both production and demand sectors, through a forward-looking, planned and participatory strategy that relies on an expert and cross-disciplinary team.

Lastly, the strategy and management chosen should bring together the different efforts made so far, like for instance, Ibiza’s Marketing Plan, among other initiatives, providing the entire process with a coherent, global and consistent approach.