Lorraine Williamson
Mallorca’s image as a beloved summer escape for German travellers is beginning to fade. Despite recent efforts to extend a warm welcome, a growing wave of local unrest and anti-tourism sentiment appears to be driving visitors elsewhere.
This summer, the island is facing a notable drop in German arrivals — a sharp contrast to its once-thriving popularity among holidaymakers from Germany.
In response to last year’s anti-tourism protests and graffiti targeting foreign visitors, business leaders and tourism bodies launched a charm offensive. Posters and adverts sought to reassure holidaymakers that Mallorca was open and friendly. But according to German media, including Bild, the campaign has fallen flat. “It’s not working,” headlines bluntly declare.
Instead of soothing concerns, the protests — some of which included banners saying “Tourist, go home” and spray-painted messages like “Alemanes fuera” (“Germans out”) — have only heightened tensions. The effect is tangible. Many German tourists now see the island as increasingly unwelcoming.
Restaurants and excursions hit hard
It’s not just perception — the economic impact is becoming difficult to ignore. Bookings for tourist excursions on the island have reportedly dropped by around 20% compared to last summer, according to Mallorca Magazin. Restaurants are also struggling, with some reporting revenue losses of up to 40%.
The hospitality trade group CAEB Restauración has warned that dozens of eateries could shut down if the downturn continues into autumn. And it’s not just German visitors turning away: booking platforms are seeing fewer reservations from British and Italian travellers too.
A tipping point for locals
While tourists grapple with rising prices and mixed messaging, locals are confronting the mounting cost of mass tourism. The June protest in Palma drew over 8,000 demonstrators, angry at soaring rents, packed public services, and a housing crisis blamed in part on unchecked holiday rentals.
Although the Balearic Islands’ government continues to promote tourism as essential for the economy, a growing number of residents are calling for limits. The tension lies in plain sight: visitors are welcome, but not at the expense of quality of life.
Trouble beyond the Balearics
The decline in German tourists in Mallorca is part of a wider trend across Spain’s tourist hotspots. For the first time since the pandemic, regions like the Costa del Sol have seen a dip in visitor numbers. In Málaga province alone, tourist figures fell by 4% by the end of May 2025. Domestic tourism took the largest hit, but international arrivals also dropped.
The slump is being blamed on a cocktail of factors: inflation, economic anxiety, international instability, and a mismatch between traveller expectations and what’s on offer. Many properties that flourished during the Airbnb boom are now sitting half-empty, unable to compete on price or comfort.
Mallorca takes aim at illegal holiday rentals in Airbnb shake-up
A shift in holiday habits
Mallorca’s tourism sector is working hard to counter the downturn with friendlier messaging and discounts. But for many travellers, the damage is already done. Germany’s press suggests that would-be tourists are instead choosing destinations like Greece or Bulgaria, where they feel more appreciated and less scrutinised.
Whether this summer marks a temporary dip or the start of a broader shift remains to be seen. What’s clear is that the model of mass tourism — particularly on Spain’s most popular islands — is under strain. Unless balance is restored between economic gain and community wellbeing, the island’s longstanding relationship with its loyal German visitors may continue to unravel.
Rethinking the future of island tourism
Mallorca’s tourism challenges echo wider calls for a reset across Spain’s holiday hotspots. If sustainability, affordability, and social harmony aren’t addressed, even the most loyal visitors may take their holidays elsewhere. The island now faces a difficult summer — and an urgent need to rebuild trust.