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This year, the winners of the prestigious V Essentially Mallorca Awards were the architect Carme Pinós (category of Best Committed Luxury), the novel and film “Lemon Bread with Poppy Seeds/ Pan de limón con semillas de amapola” (category for Best Essence of Mallorca) and the Mallorca Film Commission (Best Luxury Ambassador of Mallorca).

…and the winners are: Cristina Campos (Left) Pedro Barbadillo of the Mallorca Film Commission (centre) and Carme Pinós.

This month the spectacular Palacio Can Marqués 5* Grand Luxe by Puro was the setting for the ceremony of the V Essentially Mallorca Awards.

The annual awards are organised by Essentially Mallorca – an association that promotes Mallorca as a luxury destination – in collaboration with PURO HOTELS and with the sponsorship of the Mallorca Tourism Foundation.

The annual initiative and prize giving ceremony rewards the best events, companies and organisations that offer unique experiences that position Mallorca as a luxury destination. The competition also aims to stimulate tourism excellence and contribute to the improvement of quality, exclusivity and distinction on the island.

Laura Calvo & Andrew Forbes

The jury is made up of the members of the Board of Directors of the Essentially Mallorca Association, including the president Jesús Cuartero, the vice-president Bernat Llobera, as well as Mar Suau, Carol Cardero and Laura Calvo, representatives of outstanding companies within Mallorca luxury sector, and the association’s manager Maria Renart.

The event was attended by various representatives of the Consell Insular de Mallorca, such as the executive councillor for Tourism and Sports, Andreu Serra, and the island’s director of Tourism, Lucía Escribano. The director of the Fundació Mallorca Turisme, Miquel Pastor, and the director of the Balearic Islands Tourism Strategy Agency (AETIB), Xisco Mateu, also took part in the awards ceremony.

Jesus Cuartero
Prize winners
Jesus Cuartero (left) and Andreu Serra (right) with Pedro Barbadillo (Middle).

During the ceremony, the president of Essentially Mallorca, Jesús Cuartero, highlighted the importance of the luxury sector in Mallorca: “the island is an ideal destination for tourists seeking exclusivity and discretion. These awards aim to highlight the projects carried out by local companies and to showcase the quality of their products on an international level”.

The Luxury Editor was a guest of the awards ceremony. Afterwards we enjoyed a flavour of Mallorca’s superb local produce, with canapes and tapas prepared by the restaurant of the Hotel Palacio Can Marqués, including D.O.Oli de Mallorca Treuer olive oil and Flor de Sal d’Es Trenc salt.

The Best Ambassadors of Mallorcan Luxury for 2022

The winners of the V Essentially Mallorca Awards have been recognised for their excellence, and quality as benchmarks of luxury on the Mallorcan island.

Carme Pinós

Winner Carme Pinós is a graduate in architecture and urban planning from the Escuela Técnica Superior de Arquitectura de Barcelona. Her risk-taking attitude and constant research has earned her recognition around the world, bringing the name of sustainable architecture to Europe and the American continent. National sustainable architecture award in 2022.

Her recent projects include the refurbishment of the Son Brull hotel in Pollença.

Carme Pinós

Mallorca Film Commission

Winner, the Mallorca Film Commission, is a public entity of the Consell Insular de Mallorca whose main objective is to position Mallorca as an international film location. The prize was accepted by Pedro Barbadillo. It facilitates the development of audio-visual projects for professionals and companies, facilitates co-production and stimulates the Mallorcan audio-visual industry.

Pedro Barbadillo of the Mallorca Film Commission (Middle) with Jesus Cuartero (left) and Andreu Serra (right).

Cristina Campos & Film: “Pan de limón con semillas de amapola”

The final winner was the literary work and film adaptation “Lemon bread with poppy seeds”, which is sweeping the box office around the world and has been nominated for the Goya Awards, is the winner of “Best Essence of Mallorca” for bringing the island’s customs and culture to the screen. The film reflects the essence of Mallorca with its villages, its landscapes, its people, and particularly reflects Mallorcan society. The award was collected by the author of the novel on which the film is based, Cristina Campos, a recent finalist for the Planeta 2022 Prize.

Cristina Campos with Laura Calvo

Snapshot of Mallorca luxury tourism and premium visitors

In recent years, luxury tourism has been one of the sectors that has best adapted to the challenges of emerging travel markets, basing its growth on the competitive improvement and on the creation of value in the tourism products it offers.

Specifically, the luxury segment in the Balearic archipelago accounts for around 1,000 million euros in sales, which represents 15% of the national total in Spain.

In Mallorca specifically, the sectors with the greatest economic impact are the nautical sector (with 750 million euros per year) and golf, which generates around 167 million euros per year on the island.

The premium tourist is one of the most interesting: middle-aged and highly educated, with an average annual income of more than 150,000 € and an average daily expenditure of around 5,000 €, a figure much higher than the average, which is around 100 €.

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Andrew Forbes

Andrew is a Marketing Communications consultant, working within the wellness, travel & lifestyle sectors. His track record in PR, marketing and branding spans over 25 years. He writes regularly on international wellness, travel, and lifestyle themes with a particular passion for the Mediterranean and the Americas. Originally from the UK, Andrew Forbes has lived in the US and France but now calls southern Spain his home, where he is Travel Editor for Spain’s leading English language newspaper. For Andrew, luxury is many things; most importantly genuine hospitality, authenticity and thoughtful service. Web: