The Balearic Government is working to prevent a potential decline in tourism following a series of anti-tourism protests this summer. These protests, driven by concerns over mass tourism and its impact on local life, have gained attention in key tourism markets such as Germany and the UK.
Media reports, especially sensationalist headlines, have raised fears among potential visitors that the region may not be welcoming.
To counter this, the regional Ministry of Tourism, Culture, and Sport, through the Balearic Tourism Strategy Agency (AETIB), has partnered with communication agencies GCE (Germany) and We Are Lotus (UK) to reassure tourists. The government emphasises that while the protests highlight the need for sustainable tourism, visitors are still welcome, and there’s no hostile reception awaiting them.
Addressing the protests and sustainability
The protests, which have been particularly focused on overcrowding in popular destinations, such as Palma and Ibiza, have pushed the government to rethink tourism strategies. The goal is to strike a balance between maintaining tourism—a key economic driver—and managing the strain it places on local infrastructure and resources.
Despite concerns, the Balearic Government is clear that tourists are integral to the region. The campaign reassures visitors that while changes in tourism management are being considered, they will not affect the warm welcome that the islands are known for. Officials aim to prevent an “effect fuga” (flight of tourists) and maintain positive relations with both tourists and local residents.
Efforts to communicate this message have been targeted at travel agencies, tour operators, and media outlets to ensure that accurate information reaches potential visitors. This campaign aims to mitigate any negative impact caused by the protests and preserve the Balearic Islands as a top European holiday destination.
‘We love tourists’
The regional government is not the only one to worry about the effects the tourism protests have on the image of the Balearics. In a heartfelt initiative to counteract the growing hostility towards tourists in Mallorca, a group of residents, predominantly from Palma, have formed a platform to express their gratitude to visitors. Their message is clear: “Closing our island to tourists is not the solution.”
The newly launched website, welovetourismmallorca.com, serves as the digital heart of this initiative. Here, the group articulates their stance, stating, “Mallorcans have relied on tourism for a long time.” The residents, who have chosen to remain anonymous for the time being, emphasise the importance of common sense, cautioning against “biting the hand that feeds us.”
Also read: Residents of Mallorca will occupy beaches in protest against overtourism