Tourism in the Balearic Islands has its worst public image since 2022, according to a new study by consultancy firm Llorente y Cuenca, as residents and local communities increasingly voice concerns about overtourism, the housing crisis and safety concerns.
The archipelago’s tourism reputation score plunged to a record low of 4.1 points (out of 10) in the second quarter of 2025, prompting the Mallorcan Hoteliers’ Confederation to take action against anti-tourism attacks through communication campaigns and positive hospitality messages.
Housing crisis and overtourism in focus
The Llorente y Cuenca Tourism Perception Report was based on the analysis of 11,031 posts on social networks in the last quarter, of which 60.5% came from residents of the Balearic Islands and the remaining 39.5% from other Spanish regions.
18.8% of the posts focused on the phenomenon of gentrification, 16.5% on the overconcentration of tourists, 12% on tourismophobia, while issues of safety, management, and the contribution of tourism attracted smaller percentages.
According to the study, short-term tourist accommodation has dramatically reduced the availability of housing for locals, causing an explosion in rents and intensifying feelings of social exclusion. The phenomenon is linked to speculation in the real estate market and the displacement of residents from tourist centers.
Concerns about the image of the islands
In 2022, when Llorente y Cuenca began recording the tourism reputation, the score in the Balearic Islands reached 7.4 points, while in 2023 it was maintained between 6 and 7 points in the first half. However, the second half of 2023 was marked by a drop to 4.9, while in 2024, the situation deteriorated further with scores below 5.
In 2025, the tourism reputation continued to decline: from 5.2 points in March, it fell to 4.1 in June, marking the worst performance since the start of the survey.
The study identifies five main problems that keep the islands’ tourism image low:
Oversaturation and residents’ protests about the mass nature of tourism.
Negative impacts on the housing market from tourist rentals.
Security and crime problems mainly occur in tourist areas.
Management issues and an incomplete sustainability strategy.
Fair distribution of tourism profits, with many voices speaking of unequal benefits.
Climate change initiatives
Responding to the declining image and anti-tourism events, the Mallorcan Hotel Association has launched a campaign with messages of gratitude to tourists, through signs in English and German. The slogan “Tourist, thanks for visiting Mallorca” is the first in a series of actions that aim to reverse the negative narrative and strengthen the sense of hospitality.
Despite the negative findings, the survey also records positive reports on issues such as:
the promotion of local gastronomy,
the interest in cultural tourism,
the shift towards adventure and ecotourism,
and the promotion of sustainability as a counterweight to massification.
However, as Llorente y Cuenca points out, social discontent is strong, with posts talking about the need to control tourist flows, limit vehicle entry and rational management of resources.
Reflections on the future
The great challenge for the Balearic Islands is not only to restore the image of tourism, but also to find a balance between economic dependence on tourism and the quality of life of the inhabitants.
With tourism being a key pillar of the economy, the success or failure of these efforts will largely determine the future of the destination as a sustainable and acceptable tourist area, both for visitors and for its inhabitants.
