Tag: europe

Mallorca’s Tourism Strategy: Diversification and Sustainability Goals

This past week has seen the World Travel Market in London, where the great and the good of the travel world descend on the Excel Centre to showcase their wares. Mallorca focused on diversification and sustainability as the new buzzwords, while the Government continues to fend off questions about tourismphobia.

There are three main travel markets in Europe: the WTM in London in November, Fitur in Madrid in January, and the ITB in Berlin in March. The majority of Mallorca’s tourist numbers come from three countries:

Germany: The largest single source market for tourists in Mallorca, accounting for around 40% of total tourist traffic. In 2024, estimates suggest over 5 million German visitors. Reports indicate that this year there has been a decrease in the number of German tourists.

United Kingdom: The second-largest market, typically making up around 26% of visitors. In 2024, there were an estimated 3.58 million British tourists. Reports suggest that the British helped save the summer season this year, with a slight decline in visitor numbers in July and August but a significant increase in September.

Spain: Domestic tourism from mainland Spain is also a key market, with approximately 1.8 million visitors estimated in 2024.

We are starting to see more and more visitors from other countries. In my concierge business, I have met and spoken with people from the USA, France, Italy, Austria, Scandinavia, the Netherlands, Iraq, and Singapore. Next year, we are expecting flights from Canada, Abu Dhabi, and possibly South Africa.

For me, it is fundamental that we are represented at these travel markets. I often see comments online such as, “Why are we going when we’re always full?” and “Do we really need to spend this money?”

Marketing is crucial for sustainable growth — not just for attracting more visitors. It helps draw in a higher-spending demographic, which is something the Government is keen to encourage. It also helps spread tourism throughout the year and attracts people interested in different types of activities, helping to manage and reduce pressure during peak times. In addition, it can attract tourists with different needs and preferences, which in turn diversifies the local economy and ensures long-term stability.

Not being represented may not have a noticeable effect on tourism numbers in the short term, but you can be sure that in the long term, we would start to suffer. Competition among destinations is increasing, and according to the organisers of the WTM, London 2025 is expected to be the largest event in its 45-year history. Early indicators show significant growth, surpassing the more than 4,000 exhibitors from 2024, with an 8% increase expected.

Let’s be clear: tourism accounts for approximately 45% of Mallorca’s GDP, making it the island’s primary economic driver. The sector’s total impact is even greater, with analyses suggesting it influences up to 90% of the island’s economy through indirect effects on other industries. Most of us have a family member or friend who works in tourism.

Sustainability will be a vital part of our tourism strategy in the coming years. One change I would make immediately is to the tourist tax — I would charge a fixed fee all year round for every traveller.

At the moment:

• Under-16s don’t pay.

• Rates vary depending on the type of accommodation.

• There’s a 50% reduction if you stay longer than nine nights.

• It’s discounted during the low season.

Let’s be in no doubt: the island’s beauty must be maintained for generations to come — but we should also be proud of what we have. I’ve said it before, and I’ll keep saying it:

We are a beautiful island of contrasts — from the stunning beaches in the north to the mountains of the west, the caves and coves of the east, and the bustling nightlife of the south. There is something here for absolutely everyone.

If ever there was a destination built for tourism, it’s our island. It hasn’t been one of the most popular islands in the world for the past 50 years for nothing. In my opinion, it remains one of the best places to live and one of the best holiday destinations anywhere.

We can boast turquoise-blue waters, secret coves, soft golden sands, lush green landscapes, rugged mountains, picturesque villages, amazing cuisine, an up-and-coming wine industry, vibrant nightlife, and a lively capital city. And we’re just a couple of hours’ flight from most major European cities — right in the heart of the Mediterranean.

As someone who lives and works here, I see Mallorca’s magic every single day — in the people, the landscapes, and the memories our visitors take home. If we can combine smart marketing with genuine care for our environment and communities, I have no doubt that Mallorca will continue to shine as the jewel of the Mediterranean for decades to come.

Discover Mallorca: An Emerging International Destination

Mallorca is developing more and more into an international destination, and with that, more opportunities are becoming available to those of us living and working here. The truth is, why would you not want to come here?

We are a beautiful island of contrast, from the stunning beaches in the north to the mountains of the west, the caves and coves of the east, and the bustling nightlife of the south. There is something for absolutely everyone.

If ever there was a destination built for tourism, it is our island. It hasn’t been one of the most popular islands in the world for the last 50 years for nothing. In my opinion, it remains one of the best places to live and one of the finest holiday destinations. We can boast turquoise-blue waters, secret coves, soft golden sands, lush green foliage, rugged mountains, picturesque villages, amazing cuisine, an up-and-coming wine industry, a lively nightlife scene, and a vibrant capital city. We’re also an island in the Mediterranean, just a couple of hours’ flight from most European cities.

Palma Airport, which is Spain’s third busiest, is currently undergoing a €559 million expansion and modernization by its owner, AENA. The project began in 2022 and is expected to be completed by the end of 2026. Its purpose is to improve the airport’s passenger-friendliness, efficiency, and sustainability.

One thing that is changing is the increasing number of direct flights arriving from outside of Europe. It used to be that anyone coming from further afield had to visit us via Madrid, Barcelona, or another European city. Since the pandemic and around the start of the airport expansion, things have started to change. In June 2022, a direct flight from New York to Palma began operating, and its frequency has increased every year. From June 17th to October 24th, 2026, Air Canada will launch a direct flight between Montreal and the island, and Etihad Airways has officially announced that it will begin direct flights between Abu Dhabi and Mallorca starting June 12th, 2026, running through to mid-September. This will be the first-ever direct connection between the UAE and Mallorca, and currently the only direct air link between Asia and the island — a landmark moment in Mallorca’s international connectivity.

Not only are all these connections great for the island but let’s remember we now have the opportunity to travel to these destinations for either business or pleasure. Making it a win-win situation.

Friends of mine in the wedding industry here on the island tell me that since the flights from New York began, there has been a steady increase in American couples getting married here. Friends in the property world also say that more and more foreign buyers are being lured to the island because of its beauty and great connectivity.

Not only is this good for business here but this also has a knock-on effect on many third-party businesses that may not be directly involved in these industries but will benefit from their growth.

I see all of this as positive, but I also understand that the sustainability aspect needs to be seriously looked at and addressed in a constructive way. We need to continue working to extend our seasonality. A 12 month year round Mallorca is far more appealing then a 6 month one and it could well lighten the load on the summer months. I see this slowly moving in the right direction, and we need to look at how we can better cope during the busiest months of the year, July and August. For Mallorca to become a year-round destination, we all need to work harder during the shoulder months to achieve this. Don’t listen to the naysayers who constantly say it can’t be done — Magaluf is now a perfect example of how positive change can happen. Keep those glasses half full!

Ryanair’s New Baggage Rules: What Travelers Need to Know

My last column, writing about Ryanair and the possibility of them setting up a tour operator, got some really good feedback — so thank you for that. Ryanair is a story that keeps on giving, and these past two weeks have been no exception.

They have introduced new baggage rules which, to be honest, won’t make much of a difference. I imagine I’ll just be able to bring back a few more tea bags than I did before. They have increased the maximum size of the so-called “personal item” (to be stored under the seat) from 35x20x20cm to 40x25x20cm. This is the standard allowance for all passengers. If you want to bring a larger wheelie case, you must pay for priority boarding, which includes one larger cabin bag (55x40x20cm) and a second smaller item that can be stored in the overhead locker. Don’t you just love it when the priority boarders have to get on the same bus to the airplane as the rest of us in cattle class — or is that just me?

I wish all airlines would agree on a standard size for cabin baggage. It’s very confusing. When you arrive at the gate there are so many different baggage sizers. Take a look at the photo above — and that’s only four airlines.

Ryanair will no doubt have their pack of hyenas at the gates, doing their best to ruin the start of your flight. I think some of them take pleasure in causing that misery. To make matters worse, they have increased their staff incentive programme to catch people out — from €1.50 to €2.50. This bonus used to be capped at €80 per month per person, but this has now been removed, which means they can earn as much as they want. Be warned!

I still laugh that they charge you a €45 administration fee to change a flight. I have no problem with being charged the difference between the flight I booked and the flight I am changing to. What I do object to is the so-called “admin fee.” Why? Because you actually do the admin yourself! At this rate, I’ll be charging myself for an oversized bag if I’m not careful.

They’ve also been in the news this week after apparently dropping one million seats from Spanish airports for the upcoming year. I’m led to believe that the rise equates to €0.68 per passenger. AENA, the company in charge of most of Spain’s airports, has said that it’s a 6.62% year-on-year rise. AENA also points out that Ryanair has raised its fares by 21% in the past year. Whilst this is a game of poker, it will be interesting to see if either side folds. My guess is that the routes Ryanair has dropped are their least profitable or loss-making ones and therefore won’t have a significant effect on their bottom line.

My friend and fellow podcaster Martin Makepeace, from our Talking Balearics podcast, loves Ryanair. He always books seat 17F — by the window, with legroom. Mind you, he is 6’7”, so he needs as much help as he can get!

As you can probably tell from the above, I’m not a fan. Will it stop me booking a flight with them if it’s the cheapest around? Probably not. And if any of those hyenas come snooping around, I’ll stick my bag where the sun doesn’t shine!

Evolution of the UK Holiday Industry: A Historical Overview

When I joined the tour operating world in 1990, tour operators were two a penny. ILG, the company I worked for, had numerous brands such as Intasun, Lancaster, Global, Club 18–30, and Horizon, to name just a few. After they went bust in 1991, the tour operating world started to change.

The major players then were Thomson, Airtours, Thomas Cook, and Owners Abroad, which rebranded as First Choice in 1994. After the Gulf War of the early ’90s, the holiday industry started to recover. Although the internet had begun, people were still booking their holidays at travel agents such as Lunn Poly, Thomas Cook, and Going Places. Who remembers searching the TV for a Teletext holiday? Unbelievable now when you think about it.

By the mid-’90s, the European Council relaxed the rules to create a common aviation area across Europe, and this was the start of the no-frills airline revolution. Ryanair, a company that had started in 1984, was known—believe it or not—for its customer service! In 1988, Michael O’Leary, who was an accountant at the time, was sent in to try and save Ryanair as it was losing millions of pounds. EasyJet started in 1995 when Stelios Haji-Ioannou took a loan from his shipping-tycoon father. He said at the time he didn’t have a clue what he was doing. Interestingly, both companies looked to the American airline Southwest for inspiration in building what you see today.

Between 1996 and 2015, passenger numbers at UK airports increased by 85 percent, from 135 million to 251 million—driven by flights sold by low-cost carriers and online booking. The traffic was also coming from more regional airports such as Stansted, Luton, and Liverpool.

This was definitely having an effect on the tour operators, with people now booking directly or with dynamic packaging companies, often for shorter trips. The traditional 7- or 14-night holiday was becoming a thing of the past. This squeeze brought about mergers: Airtours (rebranded as MyTravel in 2002) merged with Thomas Cook in 2007, and in the same year TUI, which operated the Thomson brand, merged with First Choice. Around this time, OTAs (Online Travel Agents) started to take off. On the Beach launched in 2004 from a terraced house in Macclesfield, and Love Holidays began in 2012.

The 9/11 attacks, subsequent wars, the global financial crisis, and the pandemic wreaked havoc across the holiday industry over the years, ultimately leading to the collapse of Thomas Cook in September 2019.

That left a gap in the market, which was filled by a company that had actually started in 1971 as Carpenters Air Services, flying flowers from Guernsey to the UK. After going through various guises, Jet2 launched its first scheduled leisure flight from Leeds Bradford Airport in 2003. In 2007, its holiday division was launched, and it has since become the leader in the package holiday industry.

Another company that began to fill the Thomas Cook void was already an established player in the airline industry. In November 2019, EasyJet Holidays was launched. It quickly realised that a seat sold as part of a package holiday generated more money per head than a seat-only sale.

When you look at the top five ATOL (Air Travel Organiser’s Licence) holders as of April 2025, it makes for interesting reading:

1. Jet2holidays

2. TUI

3. Loveholidays

4. easyJet Holidays

5. On the Beach

Now, I know you may think I’m mad, but don’t be surprised to see Ryanair Holidays within the next five years—or maybe even sooner. In fact, in a roundabout sort of way, they already exist without you knowing it. Ryanair has many partners in the holiday world, but the most recognisable are TUI, On the Beach, and Love Holidays—all of which include Ryanair flights in their packages. So don’t be surprised if Ryanair eventually takes over either On the Beach or Love Holidays in the future.

To borrow a football analogy: the holiday industry is a funny old game!

Navigating Car Hire Insurance: What You Need to Know

With all the travelling I do, I take out insurance that covers me for all the cars I rent. It is without doubt the cheaper way to do things. A year’s cost is usually about the same as taking out two fully comprehensive insurances that you pay as an add-on at the rental desk when you arrive. Most car hire companies will put you on third-party insurance and then add the fully comprehensive cover when you collect the car.

By taking out your own insurance, you avoid that cost—but you have to be aware that the excess charge is usually quite hefty. Obviously, this takes away the opportunity for car hire companies to make extra money from customers, so they try to make it as difficult as possible.

To deter people from doing this, they’ve now increased the excess charge from £1,000 to £1,500. Another thing I’ve noticed on my last two visits to the UK in recent weeks is a change in how they operate when giving you your car. It used to be that, after completing all the paperwork and signing the contract, they would lead you out to the car. Once there, they’d show you around and point out any damage to the vehicle. However, on both recent occasions, they’ve stayed behind the desk and said, “Please check the car over yourself by either videoing or taking pictures and making a note of any damage.”

Basically, they’re putting the onus on you to identify any issues with the car. I’ve rented from two different companies in the UK over the last couple of weeks, and both behaved the same way. I wonder—if you do take out their insurance, do they still bother to come out with you? I’d be interested to know if this has happened to anyone else.

Now, this is fine when the sun is shining and it’s warm because you can see everything. But what are you supposed to do in winter when it’s cold, dark, and raining? If you don’t report something, they’re likely to blame you for the damage. My hunch is this is a way of clawing back the money they lose when customers don’t take their insurance. I’d be happy to be proved wrong, but the way they now ask the question at the desk, it’s almost as if they assume you already have your own cover. Still, they seem determined to find other ways of squeezing as much money out of you as possible.

It reminds me of the check-in staff at low-cost airlines who inspect whether your bag fits into those size checkers. Reports have surfaced this week claiming they receive around €1.50 for every bag they identify as oversized. I think it depends on the airline and how motivated the staff are—on my last two trips, they didn’t bother checking at all.

Low-cost airline fares and cheap car hire are fast becoming a thing of the past, if I’m honest, and it seems we’re all going to have to pay more in the future.

Why Tourism is Crucial for Mallorca’s Economy

We live in a democratic world, thankfully, and that gives us the opportunity for free speech and the right to protest. So, I have no problem with the people who were protesting in Mallorca a few weeks ago. Where I do have a problem is with the mixed messages that seemed to be coming out.

My understanding was that they were there to protest about tourist overcrowding and the lack of affordable housing. But there were also people waving Palestinian flags and calling for Mallorcan independence. When the messages start to become mixed, the actual purpose of the protest, in my opinion, loses credibility.

The protesters claimed there were 30,000 people, while the police said there were 8,000. Who do you believe? Well, even if you go with what the protesters claim, that’s just 3% of the overall population. Hardly a majority, is it?

In my opinion, they shouldn’t be protesting against tourism or tourists. The issue lies with the government—and more importantly, with previous governments—and their lack of investment in social housing. You could also argue that some of the protesters are being hypocritical. Why, you ask? Well, for two reasons: one, you can almost guarantee that each and every one of them has a family member or friend who earns their living through tourism. And two, do these people not go on holiday themselves? If they do, they are contributing to the very thing they are protesting about!

The question is: if you’re really pushing back against tourism, what else are we able to offer? We’re not exactly in the heart of the manufacturing world, are we? Like it or not, tourism is a major pillar of our economy, contributing approximately 45% of our total GDP. Some analyses suggest that tourism’s influence extends even further, potentially impacting up to 90% of the island’s economic activity.

We should be embracing what we have and looking for solutions to the problem. We have a great example of how holiday destinations can evolve right on our doorstep. Magaluf is, in my opinion, a shining example of how a resort once much derided can reinvent itself. If you don’t believe me, go and see for yourself.

Spain’s New Workweek: 37.5 Hours and Same Pay

If you say to any worker, “I’m going to reduce your working hours but still pay you the same,” without a doubt they’ll respond, “Where do I sign?”

Ask the same question to employers, and I’m sure they’ll look at you in utter dismay and ask, “Why?” Most employers are already finding it hard enough to recruit good, qualified staff—and enough of them to cover the hours they need.

But the Spanish government is moving ahead with plans to reduce the official working week from 40 to 37.5 hours, without reducing salaries. Implementation is expected towards the end of 2025, and it won’t surprise you to know that the proposal has full support from the unions.

“This proposal is about living better, working less, and being much more productive and economically efficient,” said Labour Minister Yolanda Díaz, who put the idea forward.

However, the centre-right Catalan separatist party Junts has already signalled resistance, while the main employers’ lobby, CEOE, argues it will raise Spanish firms’ costs and make them less competitive.

If I’m honest, I lean toward the second opinion. This proposal is heavily weighted in favour of employees rather than employers, and it feels like a populist move designed to win votes in the next election.

I can understand it more on the mainland, where industries like manufacturing and construction are more prominent than here in Mallorca. On the island, tourism is by far the dominant sector, accounting for a significant portion of the economy. While specific figures vary, tourism is estimated to contribute between 40% and 75% of Mallorca’s GDP. It’s also the primary driver of employment, with a large percentage of the workforce directly or indirectly involved in tourism-related businesses.

Once again, Mallorca will suffer from a policy that benefits the mainland more than it benefits us.

Exploring the Palma International Boat Show: A Nautical Industry Overview

After working in tourism for most of my life, it was refreshing to immerse myself in a totally different world last week. The radio station was invited by two different companies to present live broadcasts from their stands at the Palma International Boat Show. The world of yachting is a fascinating industry that employs thousands of people and generates a significant amount of income.

To give you a full breakdown, the Balearics encompass 879 companies generating €1.106 billion in revenue and creating 5,145 jobs, with an annual growth rate of 4.26%, according to a report unveiled last year by the Balearic Marine Cluster. This was the first time a comprehensive overview of the sector had been provided, revealing the consolidation of the Balearic Islands as a hub for nautical activities in the Mediterranean.

Toni Salom, President of the Balearic Marine Cluster, stated in his opening speech: “The nautical industry in the Balearic Islands, representing 3.1% of the Balearic GDP, is not only an integral part of our local economy but also a symbol of our identity and culture.”

I was reliably informed by one of the exhibitors that the Palma International Boat Show is now the fourth largest in Europe. It has over 300 exhibitors and a 96% year-on-year return rate. On our site visit early last week, you couldn’t help but be impressed by the amount of detail people went to in order to make their stand or yacht stand out.

On Wednesday and Thursday, we were with Estela Yachts in the Port Authority building, which was right by the main entrance of the show. They are a full-service agency for commercial vessels, cruise ships, and superyachts, headquartered in Barcelona. They have offices and representatives on three continents and a global network for bunkering, shipping, customs & immigration support, and concierge services.

On Friday, we were with Precision Marine at their stand inside the show.

They provide a wide range of pragmatic, affordable, and always professionally conducted marine engineering services. They are experienced professionals in the marine engineering industry and have been providing successful services from 1994 to the present day. Their policy is to provide a quality service geared to customers’ requirements and deadlines. PME has been a family-run business since it was formed in 1996. Its founder, Andrew Wilcox, is still actively involved in the business today.

Outside broadcasts are fun, as they take you out of your comfort zone and make you totally reliant on a good internet signal. Unfortunately, that wasn’t always the case, but our plan B was to interview people and broadcast the segments back throughout the shows. All of this was great experience for us as we move on to the next big event. We met loads of different people from loads of different companies. It’s only when you get into it that you see what goes into making a successful boat show.

The vibe I got from everyone I spoke to was that this was one of the best shows ever, and they are looking forward to a very busy season. It’s an industry that, in my opinion, should be looked after by the authorities. I came away totally impressed by all the people who work in it, and we look forward to working with many of them in the near future.

Starting A New Chapter: My Mallorca Concierge Service Launch

2024 was a difficult year if I’m honest . Losing my Mother, having a few health problems and leaving Pirates after 30 years wasn’t how I had planned the year to turn out. I decided to take stock of everything and reevaluate what I wanted to do going forward. It did give me an opportunity to spend some time with my family and friends and do some things I probably wouldn’t have done in the past. 

My eldest son Jacob had decided to carry on his education for another two years which really pleased us. After doing a summer season at Pirates he had also managed to find a job coaching football for youngsters with Rob Croll who runs the Russell Martin Academy. More free time also allowed me to spend more time with my youngest son Jude who has signed with a football agency and was asked to play in a higher age group for his club CD San Francisco. At 15 years old he is already playing for San Francisco Juvenil regional and he trains and is the reserve goalkeeper for San Francisco Juvenil Nacional who train at Real Mallorcas training ground Son Biblioni. 

A few people thought I had retired but that wasn’t on my radar, if I’m honest. If I wanted to carry on living on this beautiful island I certainly needed to earn some money. The start of a new radio station came a little bit out of the blue and hadn’t been in my plans. However as I said before the feedback has been amazing and the feeling we’re getting from the community and also further afield makes me think we made the right decision. That was strengthened even further this week when we did three live broadcasts from the Palma International Boat show. I’m reliably informed that it’s the fourth largest boat show in Europe and is probably second to tourism as far as its size as an industry on the island. A big thanks to Estela Yachts and Precision Marine for inviting us to their stands and a shout out to all our sponsors that made it possible. It was a classic example of how a team of professional people pull together to put on such an event. We are already looking forward to next year. 

What I have been working on was starting my own concierge service. It was a natural move into that World considering the amount of contacts I have acquired over the years. I am constantly being asked for a variety of different things and turning that into a business was the perfect progression. 

I have built up a team of people who are professionals in their own particular fields and it’s a case of using their professionalism to help others. 

Therefore if I can be of any help to your business or you have family or friends coming to Mallorca or any of the Balearic Islands, please let me know.

http://www.prioritymallorca.com 

Magaluf & San Antonio: From Excess to Excellence

Back in January 2020, the Balearic government passed a decree law against the so-called “tourism of excesses” and for the improvement of quality in tourist zones. They singled out the resorts of Arenal, Playa de Palma, and Magaluf in Mallorca, and San Antonio in Ibiza, as the areas that would be affected.

At the time, these laws didn’t really come into effect as the pandemic took over, but when everything returned in 2022, they were put into practice.

In 2024, after the elections, the laws were relaxed a little—but what has changed in these resorts since 2020? Well, having lived and worked in Magaluf since 1990, I think I’m well placed to tell you about it. I’ve also asked my good friend Martin Makepeace to give you a view on San Antonio in Ibiza. We do a weekly podcast called Talking Balearics, where we talk about Mallorca and Ibiza. Martin, like me, has lived in Ibiza for over 30 years.

Magaluf, ever since I’ve known it, has had a reputation—some see that as bad, others see it as an opportunity for good.

When I arrived in 1990, families and young people mixed without any problems—even in the winter. Slowly but surely, that balance ebbed away, and the headlines became worse and worse. You didn’t need to be a rocket scientist to know that something had to change.

Meliá was the first to invest in the resort, followed by pretty much every other hotel chain, meaning that over 75% of the hotels in Magaluf are now either 4 or 5-star. Anyone in the know will tell you that Magaluf beach is still one of the best on the island. A new four-million-euro promenade is being built as we speak, with phase one due for completion at the beginning of May. Phase two will be completed in the early part of 2026.

In my opinion, the measures brought in were a bit draconian and wouldn’t have been needed if the resort had been policed properly. The map of the so-called “Red Zone” was drawn in a way that benefited some businesses and not others. It should have been a blanket ban or nothing at all.

It was the short-sightedness of authorities in the past that meant they didn’t understand that the youngsters of today will be the families of the future. Most of my friends had been to Magaluf in their teenage years. They loved it so much that, fast forward five years, they were coming back and staying in a four or five-star hotel. Fast forward another five or ten years, they were renting villas with their families—and all of a sudden, they are the clientele that the authorities want.

You need to give people a taste of what your tourism product is at a relatively early age and hope that it ignites that blue touch paper. They then become bonded and emotionally attached to that location for the rest of their lives.

My list of positives about Magaluf is endless. And when you look closely, it’s a resort that still mixes families and youngsters—and, in my opinion, for longer throughout the year. For families, there’s Pirates, Gringos Family Rave, Western Water Park, karting, Katmandu, the beach, and countless bars, beach bars, cafés, and restaurants to cater to their needs.

For youngsters, there’s Reloaded & Gringos, Oceans Beach, BCM, The Strip, the beach—and again, countless bars, beach bars, cafés, and restaurants to cater to their needs.

I like the new Mayor and his administration in Calvia and believe the changes that are being made are good for the future. Magaluf has changed for the better, and my love for it doesn’t diminish.

Reputation is everything, and the court of public opinion can be a brutal place, passing judgment without the full facts. But times change. 

San Antonio, or Sant Antoni de Portmany to use its official name, is a great example. The stigma of the 80s and 90s still lingers—but it ain’t 1987 anymore. It’s 2025, and the shackles have been released.

New luxury hotels, top-end restaurants serving delicious food, world-class entertainment venues, a sunset that many say is the best on the planet—and more importantly, a young, ambitious mayor who’s not afraid to try new things, improve infrastructure, and make big plans for the future with major investment.

San Antonio now has some of the most expensive real estate in Spain and is already the most expensive place to rent. The gentrification process continues unabated on a small island with limited space. This is the yin and yang of an island that has seen incredible growth over the last 15 years. 

Being comfortable in your own skin takes time, and Ibiza’s second-largest town is finally the mature adult it wanted to be—rather than a sulky teenager prone to bouts of self-harm. 

“It’s a process” is a well-used phrase, and the perception of San Antonio is no different. But this can only be changed by a potent mixture of self-awareness, communication, consistency, and patience. The town is now controlling its own narrative—with actions rather than words. 

New and improved pedestrianised areas, world-famous street art, a new environmentally friendly summer police station, a spanking new port area, plans for cutting-edge sports facilities… and this is just in the last 12 months!

The future is bright. San Antonio isn’t walking into the future—it’s sprinting with confidence.

We both feel that the tourist model of Mallorca and Ibiza is changing for the better—and will need to change even more to keep up with its competitors.

You can hear “Talking Balearics” every week wherever you get your podcasts and Martins blog is https://maninsanan.com