Brits have watched as protests have erupted across Spain this year – but only 11% of Americans are aware of the overtourism pleas, it’s been reported.
One of Spain’s most popular holiday destinations is targeting even more visitors next year, despite recent anti-tourist protests. Majorca has long been a favourite place for Brits to visit – but from 2025, Palma 365 Tourism Foundation aims at bringing American sunseekers to the largest of the Balearic Islands. The news comes following a series of local stands against overtourism across multiple Spanish locations.
In July, around 10,000 protestors took to the streets of the Majorcan capital Palma to demonstrate about mass tourism and its effects on their homes and livelihoods. This was Palma’s second major demonstration of the year against tourist saturation, as pro-tourism campaigners retorted with: “Why bite the hand that feeds you?”
Around 2.3 million Brits visit Majorca each year, which makes up for around 26% of the island’s total tourist traffic. Part of the attraction comes from fact that it only takes around two hours and 20 minutes to fly there from the UK, with direct return flight from London Stanstead costing as little as £67 at the time of writing.
Now, the tourist foundation has a budget of €1.5million (£1.24million) after Palma deputy mayor and councillor for tourism Javier Bonet said the North American market has “one of the best profiles” in terms of spending and its interest in culture, heritage and gastronomy. He added: “It is a very interesting market for Palma,” reports Majorca Daily Bulletin.
United Airlines will increase its weekly New York flights from three to four for next summer, but the town hall’s mission is to have flights all-year round. The foundation already has a communications agency in Berlin, London and Madrid and there are plans to set one up in New York next year. Additional activities aimed at increasing US tourism in Majorca include a promotional trip to New York at the end of February as well as meetings with tour operators and organising specialist travel press.
As far as American tourists themselves, a recent survey by Majorca’s tourism board found that around 90% of US travellers are unaware of the anti-tourism demonstrations on the island. The survey, which questioned 1,000 Americans, also showed that just 11% had heard about the protests to reduce tourism.
A total 30% said the protests make it less desirable place to visit, but the majority (69%) said the protests would not impact their decision to holiday there. Director of the Majorca Tourism Board, Susanna Sciacovelli said: “The information about the protests hasn’t really reached that much. Those who were already paying attention to news about Spain or Mallorca may be more aware than the general US public,” before adding that the US market, “is very committed to sustainability and seeks out the things we want to promote”.