Else Beekman
The Balearic Islands are steadily shifting away from their long-standing reliance on German and British holidaymakers. Intercontinental tourism is now playing a bigger role in the region’s tourism boom with a rising number of American and Asian travellers.
Figures from Ibestat, reported by Última Hora, show that visits from outside Europe have surged by 184% since 2016. The biggest spike came after the pandemic, with a 61% increase in arrivals.
The number of intercontinental arrivals is set to climb
While these numbers still fall short of the five million German and 3.5 million British tourists who visit each year, long-haul arrivals reached 787,000 in 2024. And if Turespaña’s forecasts are accurate, that number is set to climb even higher.
The United States is leading the charge among these new markets, recording 280,000 visitors last year. Bookings for summer 2025 are already up 11%. Other countries are also showing momentum: Canada (+21%), Japan (+35%), Australia (+45%), India (+56%), and the Gulf nations – including the UAE, Qatar, Saudi Arabia and Bahrain – have all seen rises of around 34%.
Targeting high-spending travellers
In Latin America, growth is slower but still positive. Argentina is up 8%, Brazil 2.6%, while Mexico is the only country to see a dip, with a 7% drop.
Given these trends, the Balearic government is now rethinking its international marketing. Until recently, most efforts were aimed at the US. Now, there are plans to tailor promotions for other promising destinations like Canada and Mexico. The goal is to attract visitors who not only stay longer but also spend more during their stay.
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