The Balearic Islands tourist board has said it will do more to protect the wellbeing of its citizens through “transforming its tourism model”.
Speaking at a press conference at the World Travel Market (WTM) in London, Jaume Bauzà Mayol, minister of tourism for the Balearic Islands, said: “In the last year, we have detected the need to go much further to make sure the success of our tourism can guarantee the wellbeing of our citizens.
“We are a leading tourist destination in terms of quality of accommodation and services, security, and other factors, and we want to be a leader in sustainability for the environment and the wellbeing of our citizens. For this reason, we have launched a participatory process to transform our tourism model.”
This process involves consultations with local residents, groups and companies, as well as partners, to make sure the Balearic Islands is a sustainable destination economically, socially and environmentally, Mayol added.
“I want British visitors to our islands, who are always welcome, to be aware and acknowledge the transformation process,” he said. “I want to count on their cooperation and that they will participate in the changes.”
Mayol also asked for the cooperation of the UK trade to be able to explain these changes in a “transparent way” to their clients, and stressed the UK was still a hugely important market for the territory.
While speaking about transforming its tourism model, Mayol mentioned the region’s sustainable tourism tax, slated to be raised next summer, would raise €470 million for sustainable tourism projects, on top of the €260 million the islands Majorca, Menorca, Ibiza and Formentera, receive from Europe.
He explained the tax paid by visitors to the islands would pay to protect the natural environment, manage water, safeguard historical and cultural heritage, invest in innovation and improve tourism infrastructure.
Mayol added the Balearic Islands would “work hard” next season to make sure all visitors would see “simple and accessible information” about all the projects funded by the tax.
In addition to the sustainable tourism tax, the Balearic Islands have introduced a “Responsible Tourism Decree Law” which will provide tools to “combat uncivic attitudes” and help “responsible and respectful tourism”, developed with the British Embassy and Consulate.
The law will also allocate a total of €16 million per year from the sustainable tourism tax to four municipalities: Palma, Calvià, Llucmajor and Sant Antoni de Portmany.
He also said that the Balearic Islands wanted to increase its “deseasonalisation” efforts to encourage visitors outside of peak summertime to help with its sustainable tourism efforts.
There has been a 4.4% increase in the number of visitors to the Balearic Islands from January to September 2024 compared to the same period last year.
This was mainly concentrated in the first quarter of the year which links to efforts to “flatten the summer peak” and distribute the economic benefits of tourism year-round
Mayol said he wanted the archipelago’s tourism to “grow in value rather than volume”.
Spending on the islands was currently twice as high as the increase in visitors and the average spend per person for a British traveller on the islands was €1,219.70, 5.7% higher than 2023.