Seasonal marketing6 October 20268 min

Marketing for Mallorca's tourist season: a phase-by-phase guide

Short answerMarketing for Mallorca's tourist season works best when planned in phases: prepare campaigns and content before high season, adjust budget and messaging during the busiest months, and keep visibility with resident-focused campaigns during low season. Reviewing what worked the previous year before each phase also helps refine the plan.

Mallorca has a strongly seasonal character that affects shops, restaurants, accommodation and services of all kinds. A business that partly depends on tourism needs to adapt its digital marketing to these phases rather than running the same strategy all year round.

This guide covers how to plan each phase of the season, with particular attention to budget, campaign languages, and the differences between high and low season.

Preparing before high season

The months before high season (roughly, late winter and early spring in Mallorca) are the time to review the website, update the Google Business Profile listing, prepare content in several languages and define the campaign budget for the coming months.

It's also the time to review what worked and what didn't in the previous season, if that data is available, to adjust messaging, audiences and channels before demand picks up.

Update photos, opening hours and services on the Google Business Profile listing
Check the website loads well on mobile and has up-to-date information in the relevant languages
Prepare campaign creatives and copy in advance
Set a rough launch calendar for campaigns

High season: adjusting budget and messaging

During the busiest months, competition for visibility in search and social media also increases, which usually translates into a higher cost per click on platforms like Google Ads or Meta Ads.

Hypothetical example: a restaurant in Puerto Pollença could allocate a larger share of its annual advertising budget to the June-to-September period, reducing spend the rest of the year. This budget distribution (pacing) should be decided based on the business's real capacity to serve more customers, not just on demand.

It's not always about attracting more customers

If a business is already working at full capacity during high season, the marketing goal for those months might be different: strengthening online reputation, encouraging reviews, or building loyalty among existing customers rather than attracting even more volume.

Related: Google Ads campaign management

Multilingual campaigns: knowing who you're addressing

Much of Mallorca's tourism is international, which makes campaigns in several languages (typically Spanish, English and German, depending on the area and type of business) worthwhile during high season.

It's not advisable to translate the same ad literally into every language: each campaign should adapt to how each type of visitor searches and what they expect to find, as well as to which nationality predominates in a given part of the island.

Low season: staying visible with a different focus

During the quieter months, many businesses cut or completely stop their campaigns. An alternative is to redirect marketing towards the resident population, which is present year-round.

Hypothetical example: a shop in Inca could focus its low-season campaigns on local customers from the area, with messaging and offers aimed at residents rather than visitors, keeping some activity and income going outside the busiest months.

Adapt messaging to residents' needs, not visitors' needs
Use the quieter season to work on content and SEO at a calmer pace
Review and improve the Google Business Profile listing without high-season pressure
Consider promotions tied to local dates (fairs, local festivals, etc.)

Pacing the budget throughout the year

Pacing means distributing the advertising budget in line with demand and the business's capacity, rather than spending the same amount every month or exhausting the annual budget in a few weeks.

An orientative (and purely illustrative, not a fixed recommendation) split might concentrate a larger share of the budget in the months of highest commercial interest, leaving a lower but steady baseline of investment the rest of the year to avoid losing visibility entirely.

Coordinating channels across the year

Not every channel carries the same weight in each phase. During preparation, SEO and content tend to pay off over the medium term; in high season, paid advertising (Google Ads, Meta Ads) allows a quick response to demand; in low season, social media and email to regular customers help maintain the relationship without high advertising spend.

Checklist for the transition between seasons

The shift from high to low season (and back) is when most businesses lose continuity in their marketing. Checking these points helps make the transition without abrupt gaps.

Review which campaigns get paused and which simply change their target audience
Update the Google Business Profile listing with the new seasonal hours
Give advance notice if the business closes or reduces hours outside high season
Keep a record of what worked and what didn't for the next season's preparation

Key takeaways

Plan high season in advance: website, Google listing and creatives ready before demand rises
Set the high-season budget based on the business's real capacity, not just expected demand
Adapt multilingual campaigns to how each type of visitor searches, instead of literally translating one ad
In low season, direct marketing towards residents instead of stopping all activity
Pace the annual budget rather than spending it evenly or all at once without planning

Frequently asked questions

When should you start preparing for high season in Mallorca?

There's no single date that works for every business, but many start preparing their website, content and campaigns during winter or early spring, before demand picks up.

Is it worth advertising during low season?

It can make sense if it's redirected towards residents or towards different goals, such as SEO or loyalty, rather than keeping the same tourist-focused approach used in high season.

What languages should campaigns in Mallorca use?

It depends on the type of business and the area of the island. Spanish, English and German are common for tourism-oriented businesses, but each case should be assessed based on the actual customer base.

Do I need to raise my budget significantly in high season?

Not necessarily for every business: it depends on whether the goal is attracting more customers or whether the business is already at full capacity, in which case other marketing goals may make more sense.

Want to plan your business marketing around the season?

At Slai we help businesses in Mallorca adapt their digital campaigns to the different phases of the year, with realistic budgets.