HONEYMOON IN MALLORCA

A few summers ago, with the whole family, we were in Rome in a taxi heading to the airport on our way to Mallorca. A casual conversation with the taxi driver uncovered a world that was unknown—or rather, not widely known to those outside the tourism industry: honeymoons in Mallorca. The driver, who was taking us to the airport, told us that in the 1970s, Mallorca was the top honeymoon destination for Italians (and others too), and that — coincidentally — the travel agencies of the time often recommended the Hotel Bonsol.

Intrigued by this lovely story, I decided to look into it, and I came across a beautiful vintage travel poster from the 1950s that promoted the island with a clear message: HONEYMOON IN MALLORCA.

A BIT OF HISTORY...

Before this advertising strategy developed by El Fomento del Turismo de Mallorca, it’s important to understand the historical context. In the 1950s, Spain began a long journey to break free from international political isolation caused by Franco’s regime, starting a substantial dialogue with the United States. On November 18, 1952, Spain joined UNESCO, marking the first step toward entering the UN, which would happen in 1955. In 1958, Spain became a member of the European Organization for Economic Cooperation and the International Monetary Fund.

In July 1959, the Plan de Estabilización Económica was implemented, removing visa requirements to enter the country. As part of this major modernization effort, the tourism sector began to take center stage. From that point on, tourism in Spain — and especially to the Balearic Islands — grew exponentially, also thanks to changes in civil aviation and the opening of Son Sant Joan Airport in 1960. The number of tourists staying in hotels in Mallorca rose from 98,000 to over two million by the mid-1970s.

With that historical backdrop, let’s return to the poster in question, which reads:

• Honeymoon in Mallorca, 1950

“The original lithograph was created by local artist Simón Muñoz Lemaur, who participated in a contest organized by Fomento in 1949. The image became part of a campaign aimed at promoting the island to newlyweds and couples in Spain and later in France, the United Kingdom, and Germany.

The winning poster depicted the island as a romantic destination, with two lovebirds—'husband and wife'—perched on an almond tree branch. Around them were illustrated Mallorca’s most iconic landmarks: the Cathedral (La Seu), Bellver Castle, the Basilica of San Francisco, the Caves of Artà, and the cross atop San Salvador (Felanitx), all cleverly arranged to form a symbolic “honeymoon nest.”

So, as early as the 1950s, Mallorca was already taking shape in the collective imagination as a dream honeymoon destination. This trend was sealed in 1956 with the arrival of Prince Rainier and Grace Kelly, who celebrated their honeymoon at the Hotel Formentor.

The Hotel Bonsol, which opened in 1953, also emerged during this golden era of tourism promotion. Riding the wave of this well-targeted campaign, countless couples spent their honeymoon at the hotel. And this blog post is a tribute to those guests who, between the 1950s and 1980s, chose Bonsol to celebrate such a special moment in their lives…

Come back and visit us! We have an exclusive holiday offer just for you.

FUN FACT

In a recent survey, the Balearic Islands were still ranked by many young couples — despite today’s vast range of international options — as a preferred honeymoon destination.
The HONEYMOON IN MALLORCA poster is available for purchase online, thanks to a collaboration between Fomento del Turismo de Mallorca and Stick No Bills®.