Over the past decade, Palma, Spain, experienced a major increase in tourism due to a recent investment in repositioning itself as a major destination, as well as the launch of the first and only non-stop flight on United Airlines from the United States.

In early June, United Airlines introduced its service between Newark Liberty International Airport and Palma de Mallorca Airport, with three weekly departures on Boeing 767-300 planes with a capacity of 204 passengers. New York used to be one of Palma’s most-underserved destinations.

“It gives us immense pleasure to announce that we are directly connected to the U.S. via Newark, as it opens our doors for travelers looking to explore all Palma has to offer,” said Pedro Homar, director, Palma Tourism Board. “Palma being named the newest destination for United is further testament to our region’s popularity, influence and relevance to Americans. We look forward to showcasing the Balearic Islands and are committed to ensuring this new partnership is an unrivaled success.”

Palma is the biggest city in Spain’s Balearic Island archipelago, featuring destinations like Ibiza, Menorca and Formentera. As the capital, the city offers luxury hotel chains such as Melia, Iberostar, HM, Riu and Marriott. Next year, Palma welcomes a Mandarin Oriental and a second Four Seasons property.