San Antonio’s dynamic young mayor Marcos Serra showed up at FITUR 2026 – Madrid’s annual international tourism trade fair – with a clear message: it’s time to update the narrative for San Antonio. Less of the ‘party capital’ clichés – Ibiza’s 2nd largest town wants to be a year-round destination built on gastronomy, culture and sport.
To make the point, Serra rolled out a press offensive aimed at travel, food and tourism media. The pitch? San Antonio as a place where you can eat well, train hard and of course, catch the sunset with a soft or hard drink.
The sports front is already pulling weight. Major events like the Ruta de la Sal sailing race, the Ibiza Trail Marathon and the Vuelta Ibiza MTB cycle challenge draw athletes and fans outside the classic summer window – a direct push against seasonality.
Culture is getting its moment too. The much hyped Okuda San Miguel’s splashy mural on the West End’s main thoroughfare has garnered plenty of headlines and become a neighbourhood catalyst, drawing foot traffic, new restaurants and fresh retail. Next up is the exciting new pedestrian-friendly Vara de Rey boulevard which will link the sunset strip with the urban core of the town.
A massive move by the council to strategically link the town and let’s not forget the recent purchase of the iconic Torres Cinema that promises to add more historical significance to the destination with a firm nod to its colourful past.
Winter programming was on the agenda too in Madrid – from the much coveted Christmas market to the now-iconic World Rice Contest of the ‘Arroz de Matanzas’ both helping to keep the island warm even when temperatures drop. Meanwhile upgraded hotels and a broader mix of tourist markets are pushing forward at pace the whole strategy.
Serra’s bottom line? Collaboration between the public and private sector is the engine that lifts infrastructure, raises standards and brings in a more diverse and sustainable kind of tourism.
We’ve heard it all before but now it’s being backed up by clear actions. There really is a new chapter loading for San Antonio.
MAN IN SAN AN by Martin Makepeace 