Tag: tourism

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.

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.

Balancing Mallorca’s Tourism: Strategies for Year-Round Success

It’s time for me to say to the protesters of over tourism, whilst I have every sympathy with your problems, I, for one, do not support the way you are going about it. The problem with housing and the affordability to either buy or rent isn’t that of the tourists that come to the island and spend their hard-earned money. It lies with the failure of successive Governments for not putting together a house building programme and making some of those properties affordable to the younger people trying to get onto the housing ladder. I would also ask where have you been for the past six months? And why is that? Well, the easiest answer is that apart from the capital city of Palma, the island has more or less been closed. 

The Government should have been offering more encouragement to the Airlines, tour operators and Hoteliers to keep working through the winter. Rather than being happy to only open from May to October. Maybe if the population was employed for 12 months instead of 6 then housing would possibly be more affordable? I would be interested to know what the cost is for paying people unemployment benefit in the winter. Why not strike a deal for the businesses here to open up and not have to pay social security in the winter months, a cost which cripples most companies. When I arrived in Mallorca in 1990 the winter was just as busy as the Summer. However, over the years this has eroded to a situation where most resorts are ghost towns in the winter. Flights have been taken away through the years and as that’s more or less the only way you can get here, the island has consequently suffered. Also, the advent of the low-cost airlines has opened up lots of new destinations that bring competition and that weren’t on the map back in the 1990s. 

Maybe if the tourism load was spread over 12 months instead of 6 then the problem of over tourism might go away? I, for one, doubt it, but it might be one of the solutions to the problem. Take Benidorm on the mainland as a perfect example of this. It’s literally half an hour across the water, temperatures are the same around 15–20 degrees, and it’s still as busy in the winter as it is in the Summer. In fact, there were reports of thousands of people heading there instead of going to Cheltenham in mid-March. They were saying it was cheaper to go there than spend four days at the famous horse racing festival. Combine that with the climax to the Six Nations Rugby on the Saturday the Carabao Cup Final between Liverpool and Newcastle on the Sunday and St Patrick’s Day, what a week that was! The authorities here should take note. 

To go back to my main point that the protesters in my opinion should not target the tourists as that is the lifeblood of our island. Do they not remember what it was like in the pandemic? I’ve said it before, but I’m sure, like me, most of them have a friend or family member that is involved in tourism in one way or another. So targeting them isn’t going to help in any way. 

One thing the protesters haven’t mentioned and was reported to me by Brad Robertson of Save The Med, when I interviewed him a few months ago. He said, “There’s too many people mate, whether you’re a tourist or someone that doesn’t leave your house, it doesn’t matter, there’s just too many of us”! In two decades, Mallorca’s population has grown from 727,000 to 960,000, an increase of 32 per cent. Maybe we should get our own house in order first? 

Future of Mallorca Tourism: Optimism and Investment

In the European tourism world, there are three main tourist fairs. The World Travel Market in London in November, Fitur in Madrid in January and the ITB in Berlin in March. These are all large-scale events where exhibitors from travel, hospitality, and cultural sectors convene to showcase their services and products.

So the great and the good from the travel world here in Mallorca have returned from Madrid, and I was wondering what was the message they returned with. 

After speaking to a few of them, the main answer I got was “optimism”. 

One of the main problems the Government need to address is the sustainability of the Islands and how they are going to do that yet still reap the economic benefits.

President Marga Prohens announced that 1.12 billion euros is to be spent on tourism sustainability and modernisation in the Balearics.

The slogan for the campaign is ‘the reason is you’ and the strategy is to make the Balearics a benchmark in tourism sustainability. The money will come from the EU next generation funds and the tourist tax – respectively 260 million euros and 860 million euros of tourist tax revenue raised since 2016.

Being an island, we rely on people arriving by air and sea, so is it any wonder the amount of investment in our airport and ports?

Many airlines are increasing their seat capacities. One of them United Airlines from the United States, will increase its direct flights from Palma to New York by more than 50%. A route between the two cities that will also remain in operation until the 24th of October, an extra month on last year.

Anybody travelling through Palma Airport this winter will have seen the massive investment in the infrastructure. Now, I imagine this is being put in place to improve the customer journey, but without doubt it is also preparing for an increase in passenger numbers. 

Back in 2021 there was a 5-year agreement signed to limit the size and number of cruise ships visiting Palma. Whilst there are fewer ships and passengers compared to 2019, the numbers are still high. In 2025, 541 cruise ships are scheduled for Palma. The total number of passengers is put at 1.8 million. By comparison with 2024 there will be 47 more ships and 41,000 more passengers. 

According to Ibestat the passengers that disembark “only spend €35 on the island”. Only? That’s not a bad per head for a person spending less than a day here. That 63 million euros I am sure is welcome. What isn’t taken into account is the employment this all creates and the other revenue such as coaches, taxis and the companies restocking those ships. I would also wager a bet that a certain percentage of those 1.8 million visitors will return to the island for another holiday. 

You may wonder why the Club de Mar and the Paseo Maritimo in Palma are being revamped? Like the airport, I imagine this has been to not only improve the area for residents but preparing for greater numbers arriving at the port. 

1 in 5 people in the Balearics work in Tourism, we all know someone who is involved in that Industry. Tourism both directly and indirectly contributes between 40% and 50% of the Balearic Island’s total GDP. Mallorca continues to face major challenges in terms of making tourism more sustainable while at the same time safeguarding their economic interests.

Tourism in Mallorca, Let’s Look At The Facts Not The Hype

I don’t want to keep going on about it but as it’s in the news, and it’s part of the industry I work in, the tourism protests are becoming a problem. As always the British press and even some on the island press are hyping it way beyond where it should be and so unfortunately more people are taking notice. Firstly, I have no problem with people’s right to protest, we live in a democracy and that is fine. Where I do have a problem is they and the press are saying that they speak for the whole island. Which is simply not true. Estimations by the police say that there were 20,000 people on the march two weeks ago. If that was the case, that is 1.6% of our overall population. Hardly a groundswell of opposition, is it? 

They are concentrating on the smaller towns, villages and beaches where of course there will be problems because they are the places people would like to visit. Deia, Valldemosa, for example. You won’t see them protesting in Alcudia, Cala Millor, Cala D’or or Magaluf as they are much larger and have the space to cope. Ask any business in those areas if it is busier or quieter this year. You might be surprised by the answer. That maybe because of price, but there is no doubt the protests will put off people from coming. I’ll give you an example of an email we received at Pirates this week.

Dear Sir or Madam,

We had to cancel our flights to Palma, due to the current Anti Tourism riots of 20,000 Anti Tourism protesters.

It is a shame as we really wanted to visit and especially see the Pirates Adventure.

Riots?? Where did they get that information from?

One thing the protesters haven’t mentioned and was reported to me by Brad Robertson of Save The Med, when I interviewed him a few weeks ago. He said, “There’s too many people mate, whether you’re a tourist or someone that doesn’t leave your house, it doesn’t matter, there’s just too many of us”. Maybe we should get our own house in order first? 

Anyway, these are the list of demands the protesters have asked for. 

  1. Housing, a guaranteed right. Implement real measures to take housing off the market so that everyone has access to it. For example, regulate the sale of housing to non-residents by establishing requirements such as a minimum length of time of residence. 

In principle, I don’t have a problem with this. I would add to be bought to live in and not just rented out for an extortionate fee. But I would ask the same question of the Spanish from the mainland and even second homeowners from the island that have two properties. Do the same rules apply? 

2. No investment of public money in infrastructure expansion, no more airports, no more ports, no new roads, no desalination plants… Decrease in the number of flights, ban on private jets and a freeze on the number of recreational boats and a limit on vessels mooring off the coast.               
Can it be done if private money can be found?  But like our public services they still need investment, so I would disagree to some extent. But I’m sure some common ground could be found. Like reviving the rail system around the island and expanding the Metro system in and around Palma. 

3. No to the hyper-commercialisation of the coast, saturated with nautical and beach toys.

    I don’t have a problem with this in the smaller coves. But huge stretches of beaches, like Alcudia or Palma Nova, I don’t see as a problem.

    4. Improving and guaranteeing access to all public services: health, education, public transport, social services, etc. 

      I think this should be a must for any Government.

      5. Freeze on all new tourist places, both in hotels and apartments.

        Agreed, but there should be a proper clampdown on illegal holiday lets. 

        6. Eliminate and/or convert old hotels.

          If there is a distinct lack of affordable housing, I would look at conversion rather than elimination. 

          7. No more promotion of tourism. No more tourist fairs.

            Totally disagree, our number one industry has to be promoted and represented. 

            8. Limit the entry of vehicles and set a maximum number of rental vehicles in circulation.

              I have to be honest and say this needs looking at, as I do not know the laws that surround this.

              9. Increase the rate of the tourist tax.

                I agree. But I would charge the same for all tourists all year round, as winter is currently exempt. Also charge the same for every star rating and cruise ships, rather than different rates and I would charge the under 16’s too. Every single person in my opinion should help with the drive for sustainable tourism. But we should also be made aware of where this money is going and show this in the airport and island wide  for everyone to see. 

                I actually have another take on the protesters and their thoughts that tourism is driving up the sales and rental prices of properties. Driving away tourists isn’t going to make rentals or prices cheaper. In fact, the total opposite. We all think we live in paradise, so if all of a sudden the tourists started leaving, then how much more of a paradise would it become? Rather than drive prices down, it will drive prices up. I agree there needs to be a happy medium. I live in an apartment complex that has Spanish, German and UK owners and nearly every single one is using them as their second home (apart from me, I might add). Whilst I don’t have a problem with this, does  that drive the prices up too?

                There are plenty of experienced business people on the island who would be willing to help this situation and find solutions to the current so-called problems. I, for one, would be one of those people, and I’ve had messages and spoken to others who would be too. We only have to be asked, but in the meantime can we let people enjoy their well-earned holidays in peace. 

                Richie is the MD at Pirates, the island’s number one night out featuring Adventure, Reloaded and Gringos. Subscribe to receive his blogs at http://www.dadtaximallorca.com

                Follow him on Twitter @DadTaxi1 & Instagram @dad.taxi, or feel free to email him at rprior@globobalear.com

                Real Mallorca Brings Tourism – Fact

                Last week I mentioned the importance of Mallorca having a successful football team from a tourism point of view. This week we learned that the Balearic government and the Council of Mallorca will pay 2.6 million euros to the club, a new tourism promotion sponsorship agreement. It was an agreement that was made under the previous PSOE government but dropped because of their coalition partners Més and Podemos being so anti-tourism. 

                Reacting to the new agreement, the Més spokesperson at the Council of Mallorca, Jaume Alzamora, says that it is one thing is help and support sport and a very different thing to provide funds for something that will lead to more tourism “massification”.

                He is critical of the use of public money for an organisation that is only motivated by financial interests. It is money for a company that does not have Mallorcan capital, has few local players but ones who earn “very high salaries”.

                Luckily, these people are no longer in power, but they still speak utter rubbish in the press. Does Señor Alzamora realise that the majority of the football season is played in the low season, away from the really busy months? What business isn’t motivated by financial interests? It is run by an American company, that is true, but let’s face it, it hadn’t been run properly for years in the hands of Spanish owners. There are four Mallorcan born players in the current first team squad, which I consider to be a good number when you look at the size of the island. And who is he to question the salaries they earn?

                Not only that, it’s a huge boost for all of our youngsters on the island wanting to become professional footballers. I highlighted last week that Real Mallorca’s youth team won the Copa del Rey, which is an unbelievable achievement. 

                And one last fact for our friend from Més (that’s the party he represents by the way, make up your own gags!)

                The president of the Mallorca Hotel Federation (FEHM), María Frontera, has said that the tourism sector is responsible for 7 out of every 10 jobs created in the Balearics.

                The start of the season is upon us. With Easter falling so early, it’s been a bit of a conundrum for businesses here on the island whether they open or wait until the start of May. According to reports this week, 90% of Hotels in the Calvia region in the south of the island will be open, which is refreshing to hear. What I’m hearing and seeing is there doesn’t seem to be too much of a lull after Easter, which is always the problem when it falls so early. No business wants to be stuck with a load of employees on contract with nothing to do. At Pirates, we opened our Adventure show on Wednesday the 27th of March, with extra shows over Easter. That’s followed by Gringos on Saturday the 30th of March and Reloaded on Friday April the 19th. We have not seen such levels of bookings since the pandemic and speaking to all the tour operators, agencies and hotels, the feeling is a good one for the season. As I mentioned a couple of weeks ago, it’s important that we can look after these people to ensure that they come back year after year. 

                May I take this opportunity to wish you all a very happy Easter. 

                Richie is the MD at Pirates, the island’s number one night out featuring Adventure, Reloaded and Gringos. Subscribe to receive his blogs at http://www.dadtaximallorca.com

                Follow him on Twitter @DadTaxi1 & Instagram @dad.taxi or feel free to email him at rprior@globobalear.com