A different approach to the future of tourism in the Balearic Islands was presented at the WTM’25 exhibition in London by the president of the local government, Marga Prohens, emphasizing that “a fundamental change is observed in the British tourism market.” As she said, arrivals from the United Kingdom record a slight drop during the summer months, but a significant increase in the autumn months – September, October and November. “This is exactly what we want,” she emphasized.
Ms. Prohens explained that the Balearic government is seeking to decongest tourism during the peak of the summer season, in order to address the phenomenon of overtourism that in the last two years has caused strong reactions and demonstrations in destinations such as Mallorca and Ibiza.
At the same time, she said that culture and art will be key axes of the islands’ new tourism strategy. In this context, she highlighted the success of the Joan Mir? exhibition in London, noting that such initiatives are part of the new identity that the region seeks to shape.
“The Balearic Islands of the future will not be based only on the sun and the sea, but on the quality, culture and experiences they offer,” said the president, sending a message that the era of mass, low-cost tourism is coming to an end.
Tourism observers said Prohens’s comments signaled a historic shift in the destination’s philosophy. “Fewer tourists in the summer and a focus on art and culture – that would have seemed unthinkable a few years ago,” they said.
Meanwhile, Mark Tanzer, president of the Association of British Travel Agents (ABTA), said Mallorca was doing very well in early bookings for the new season. He was recently on the island, where he received an honorary award from the municipality of Calvia, after hosting the ABTA’s annual conference in the resort of Magaluf.
The Balearic Islands’ strategy now seems to focus on balancing tourist demand throughout the year and creating a more sustainable development model. With Europe increasingly discussing the issue of overtourism, the example of the Spanish island region is expected to become a reference point for other mature Mediterranean destinations.
