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Balearic Islands push back against ‘tourismophobia’ fears with message of welcome
Regional authorities ramp up efforts to reassure British tourists after protests and headlines raise concerns
The Balearic Islands have launched a full-scale charm offensive to reassure tourists they remain welcome, amid growing concerns sparked by protests to growing resentment of mass tourism and alarmist headlines in the UK press.Over recent weeks, demonstrations across Spain have drawn attention to the pressures of mass tourism, particularly in areas like Mallorca and Ibiza. Protesters have called for better regulation of short-term rentals, limits on vehicles, and action on rising rents. Some have carried banners with slogans such as “Tourists go home”, prompting fears among holidaymakers that visitors are no longer wanted.
In response, the Balearic Government is stepping up its direct communication with consuls, tour operators, and travel agencies, especially in the UK, a key market for the islands. Authorities are keen to counter what they see as an unfair picture being painted abroad.
“They’re asking us if Spain is safe and if they’re still welcome,” said Steve Heapy, CEO of Jet2. He confirmed that many customers have expressed worries after seeing images of demonstrations and reports about tourist taxes in British tabloids. Some of these stories have been criticised for using old footage and spreading misleading information, particularly around a supposed increase in the eco-tax, which the Balearic Government says is neither approved nor under consideration.
The growing concern among tourists comes as tensions in Spain over tourism-linked housing issues continue to rise. Tens of thousands of people took to the streets in cities including Barcelona and Malaga earlier this month to protest against the housing crisis, blaming unaffordable rents in part on the rise of holiday rentals.
Authorities are also cracking down on illegal short-term lets, with Spain recently ordering Airbnb to block over 65,000 unlicensed listings. Many of these were concentrated in high-demand tourist regions like the Balearics, where locals have complained that rental homes are being squeezed out by holiday demand.
Despite the protests, the Balearic Islands are keen to make it clear that the anger is directed at policies and planning, not at tourists themselves. AETIB, the region’s tourism strategy agency, has increased its presence at major events and forums, spreading a message of welcome and safety while encouraging a shift toward more sustainable, year-round tourism.
The Government is working with travel industry leaders to reduce the strain of peak season travel by promoting visits in quieter months. The hope is to strike a better balance between local needs and the economic benefits of tourism.
As the summer season approaches, the message to travellers is simple: the Balearic Islands remain open, safe and very much ready to welcome visitors.
Image: Ketut Subiyanto/Pexels
