Menorca champions gastronomy and culture in London as tourist attractions beyond summer

The Island Council of Menorca has taken advantage of London's World Travel Market (WTM), one of the leading international trade fairs in the tourism sector, to strengthen the island's promotion among the British media. On 2 November, one day before the official opening of the fair, a private gathering was held with journalists to present a Menorca that aims to go beyond traditional sun-and-beach tourism, placing the emphasis on culture, gastronomy, traditions and local producers.

The Menorcan delegation was led by the president of the Island Council, Adolfo Vilafranca, and the representative of the Menorca Tourism Promotion Foundation, Begoña Mercadal. The gathering formed part of the promotional programme organised in the British capital for WTM, which took place from 3 to 5 November.

The aim was to present Menorca as an attractive destination during spring and autumn as well, when the island offers an experience different from the high season, with greater tranquillity and more opportunities to connect with the territory, its inhabitants and its traditions.

Mahonnaise and gin take centre stage

The gathering with British journalists had a strong gastronomic component. One of the subjects discussed was the origin of mahonnaise, a sauce closely linked to the culinary history of Menorca and whose origins continue to be debated.

The reference to mahonnaise helped explain how an apparently simple product can become an element of international recognition and a gateway to Menorca's gastronomic history.

Another highlight was Menorcan gin, particularly through Gin Xoriguer, one of the brands most representative of the island's distilling tradition. Attendees were able to take part in a pomada-making workshop, featuring the popular combination of gin and lemonade that forms part of Menorcan festivities.

This activity introduced British media professionals to a drink that, beyond its consumption, represents an expression of Menorca's popular culture.

Gastronomy thus became a means of explaining the island's identity through first-hand experiences, featuring products that form part of its history and cultural heritage.

A Menorca to discover throughout the year

Promoting the island in the British market is particularly important because of the historical ties between Menorca and the United Kingdom, both through the legacy of British rule in the eighteenth century and through the role this market has played in the development of Menorcan tourism.

In this context, the Island Council sought to convey a clear message: Menorca is not exclusively a summer destination. Historical heritage, cultural activities, gastronomy, locally sourced products and experiences connected with traditional crafts can help broaden the reasons for visiting the island outside the busiest months.

Spring and autumn therefore offer opportunities to develop a form of tourism more closely linked to discovering the territory and engaging with small businesses and local producers.

Twenty professional meetings during WTM

Menorca's participation in World Travel Market also included a programme of 20 professional meetings, involving contacts with British and international media, airlines and tour operators.

These contacts form part of Menorca's international promotional work to maintain its presence in source markets and explore opportunities to extend tourism activity beyond the peak summer months.

The gathering with specialist journalists also reflected the need to give international visibility to experiences that cannot easily be conveyed through conventional tourism campaigns alone.

Gastronomy offers precisely this opportunity: to tell the story of a place through its flavours, its products and the people who produce them.

British media highlight Menorca's approach

The British publication London Cult covered the presentation, highlighting Menorca's intention to attract visitors beyond the beach season and the central role of local traditions and small businesses in this approach to promoting the island.

In its coverage, the British outlet paid particular attention to references to the origins of mahonnaise in Menorca and the pomada workshop with Gin Xoriguer, two experiences that helped tell Menorca's story through flavour.

The publication also highlighted the commitment to giving travellers new reasons to visit Menorca in spring and autumn, with culture, traditions and small local businesses at the heart of the visitor experience.

This media coverage is particularly valuable because it allows institutional tourism promotion to reach British audiences through journalistic content focused on the destination's distinctive character.

Menorcan identity as a tourism asset

The initiative raises an increasingly relevant question for the future of tourism in Menorca: the need to give greater prominence to the elements that distinguish the island from other Mediterranean destinations.

Gastronomy, local products and traditions can help build a tourism offering that is less dependent on the peak summer months, provided that this promotion is accompanied by a genuine range of services, activities, transport connections and establishments open during the low season.

In this respect, the London gathering represents an opportunity to present Menorca from a broader perspective. An island that preserves its own gastronomic culture, a distinctive heritage and a way of life that also deserves to be discovered when its beaches are no longer the main tourist attraction.

The Island Council's participation in WTM and the contacts established with tourism professionals and international media reinforce this line of work. The challenge now is to ensure that the interest generated in this Menorca of gastronomy, culture and traditions translates into real opportunities for the local economy and a more balanced distribution of tourism activity throughout the year.