Mallorca’s tourism story visualised in posters

The “Honeymoon” campaign is regarded as one of the most successful in the island’s tourism history. It coincided with the general acceptance that tourism could provide a source of financial benefit and help the island’s economic development. The Fomento launched an art competition in 1949 and 1950 to design a promotional poster. The winning artist was Simón Muñoz Lemaur and his image was used in an international campaign to attract couples from Germany, France, the UK, and Mainland Spain. The poster’s charming image depicts a couple of “lovebirds” sitting on an almond tree in blossom. In the nest some of the island’s most historic landmarks are featured including Palma Cathedral (La Seu); Bellver Castle; Saint Francis Basilica, the Caves at Artà and the cross at the Sant Salvador shrine in Felanitx.

This poster from the 1960s, edited by Fomento del Turismo de Mallorca, evokes the island as a refuge for sunshine all year round. The image of a girl playing in the sand was conceived to attract British tourism in winter. The picture summarizes Mallorca’s major attractions: sunshine, beaches and a gentle climate outside of the summer season.

This colourful map, by Hilario, shows a Mallorcan mermaid holding a compass. It was originally published in a promotional leaflet designed by the Fomento during the 1950s. It shows in detail the main villages around the island represented with playful images.

Over 400 million viewers all over the world –twice the present number of Eurovision viewers– watched the live streams of the Musical Mallorca music festival during the 70s. The festival was an initiative created by the Fomento del Turismo de Mallorca to attract tourism to the island. Between 1975 and 1978 the biggest international stars in music and film of that period came to Mallorca to participate in this prestigious event.

This painting of Sa Foradada is by the Austrian artist Erwin Hubert, who settled in Mallorca in the 1920s. He was a frequent collaborator with the Fomento and he painted numerous landscapes that portrayed the beauty of Mallorca. His work dates from the 1930s and was acquired by the Fomento for promotional purposes via posters, postcards, and leaflets that were distributed throughout Europe.

This illustrated map from 1928, signed by J. Mº Salaverría, depicts a charming view of Mallorca at that time. The map encompasses some of the key symbols of the island, caves, windmills, the Cathedral and ball de bot (a traditional Mallorcan folk dance). The angel that blows from the northernmost part of the island adds a poetic tone to this vivid and traditional vision. It is also available in blue and purple.

This 1960s poster shows Mallorca as a pleasant and sunny winter destination. The woman resting on the beach, the sea in the background and the thermometer reading of over 20 degrees sends a very clear message of mild temperatures as cold weather grips Northern Europe.