The Madrid Hotel Federation (FEHM) has launched a new campaign aimed at thanking the millions of tourists who visit the Balearic Islands every year, while also inviting them to return. The initiative, which was launched on Monday, aims to highlight the importance of tourism in the local economy, despite growing criticism of the tourism sector.
The campaign, which began with around twenty billboards strategically placed throughout Mallorca, conveys positive and welcoming messages in English and German. These messages aim to strengthen the image of the islands as a quality and welcoming destination. FEHM President Javier Viz underlined the importance of this initiative, noting that it is in line with the new hospitality agreement, which promises higher wages and better guarantees for the purchasing power of workers in the sector.
The influence of tourism on the Balearic Islands’ economy
In his speech, Viz highlighted the extensive impact of tourism, stating that 235,000 salaries are paid every month in industries linked to tourism, such as transport, catering, culture, leisure, and hospitality. These salaries directly depend on visitors choosing the Balearic Islands as their holiday destination. He said that any attack on the tourism sector could have devastating consequences for the lives of thousands of workers who depend on tourism.
“We cannot allow an extreme minority to damage the work that so many people who have made tourism their way of life have done for so many years,” said Vitz, referring to recent protests and acts of vandalism against tourist overload.
Positive image despite criticism
The campaign, which will be expanded by putting up posters and promotional materials in 870 stores affiliated with FEHM, aims to respond to the concerns of critics of the tourism model. Despite the challenges that tourism poses for the Balearic Islands, Vitz reiterated that the majority of the population supports the industry. “Mallorca was, is, and must remain a place of hospitality,” he stressed.
The initiative comes at a time when the region is facing various criticisms, mainly regarding the impact of mass tourism on local infrastructure and the availability of accommodation. Nevertheless, Vitch was clear that tourism is a necessary source for the economy and should not be held responsible for all the region’s problems.
Recognizing the challenges
Vitz also referred to the challenges facing the tourism sector in 2025. The slowdown in bookings, especially in sectors such as catering and retail, is attributed to factors such as geopolitical uncertainty, price increases, and the uncontrolled growth of illegal tourist rentals. Vitz acknowledged these difficulties, but stressed that the Balearic Islands must continue to promote responsible and well-managed tourism.
“Tourism cannot be the scapegoat for all the structural problems of this community,” he said, calling on authorities to address the housing crisis and infrastructure deficit with strategic management, without blaming visitors.
Optimistic forecasts despite concerns
Despite the difficulties, data from the Travelgate platform shows a 5.9% increase in bookings for the Balearic Islands compared to the same period last year, with the islands maintaining their third place in the preferences of tourists in Spain. Mallorca, along with the surrounding islands, continues to attract a diverse crowd of tourists. Recent booking trends show that domestic tourists continue to dominate, representing 55.6% of bookings, followed by the British (18.3%) and Germans (3.7%).
Tourist behavior shows changes, with 50.6% of bookings being made by couples, while an increasing percentage of tourists (17.4%) make reservations just 15-30 days before travel.
Based on these trends, the FEHM campaign is not only a call for unity in the face of criticism, but also a reminder of the continuing importance of the tourism sector in supporting the lives of many locals and strengthening the economy of the Balearic Islands.
