Thousands took to the streets to protest against excessive tourism last year (Image: Getty)
British tourists seem to be opting for other destinations as their numbers in the fell the most in 2024 following a year of protests.
While foreign tourism overall saw a rise in the archipelago, the UK’s share dropped significantly — the largest decrease among major markets.
Out of a total of 18.7 million tourists visiting the islands, 3.57 million were from the UK, marking a decline of 3.2%, .
This is in stark contrast to 2023, when UK tourism had actually increased by 9.8%.
While this decrease wasn’t significant across the entire year, some months showed sharp declines, particularly the key month of July, which saw a 10.1% drop.
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Anti-tourism protests have taken place throughout 2024 (Image: Getty)
Mass demonstrations took place during the summer of 2024 in the Balearic Islands, when thousands took to the streets to protest against over-tourism in the islands.
In May 2024, protests took place across the archipelago, with around 10,000 people rallying in Palma de Mallorca.
Protests in Palma de Mallorca in July 2024 were even bigger, with reportedly up to 50,000 people participating, calling for measures to protect natural resources, limit flights, regulate non-resident accommodations, and address rising living costs caused by tourism.
In response to the protests, the Balearic Government announced it will increase the tourist tax for the peak months of June, July and August from 2025.
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Woman holding a ‘tourist go home’ sign on the beach in Majorca (Image: Getty)
Many British tourists reportedly cancelled their trips to the islands last summer concerned about their safety if they were to go on holiday in the Balearic Islands.
Maria Gilbert, manager of the holiday rental company, Habtur Balears, told in August: “Long-standing clients who have been coming to Mallorca for years and had already made their reservation this year have called – after seeing the news – to cancel.”
The protests, alongside higher tourist taxes, could be playing a role in deterring potential UK holidaymakers.
Currently, the tourist tax is set at £3.30 per adult per day for guests staying at five-star and four-star-plus properties.
For guests staying in three or four-star hotels, the tax is £2 per person per day, and for those in other accommodations, it is £1.70 per person per day.
This rate is halved after eight days, and under-16s are exempt.
With rising rental costs, many British tourists could be looking at other rising destinations like Bulgaria or Montenegro emerging as viable alternatives for 2025.
In a bid to counteract this downward trend, the Balearic government is launching a public relations campaign to reframe the narrative and reassure UK visitors.