Nation Branding. The case of Mallorca

Abstract

[eng] Mallorca´s Island has been a touristic region attracting many people from different countries. From the last decade of the XIX century the Balearic Government has focused on tourism, because it has been a great source of income. Since 2008 the Balearic Islands situation has not been so good because of the economic crisis. The islands have been able to pass over the crisis due to the tourism. In recent year, a considerable group of cities have joined the fashion of City Branding. Having a defined and developed city image can bring a cultural meaning to the city, making it more attractive and generating business opportunities: tourism, students, investors, entrepreneurs, cultural and sports events, international, organizations and the attention of the world´s media. Simultaneously, it improves the self-esteem of the citizens and orchestrates all the communications and promotion efforts of that city.