Mallorca's Hotel Sector Strikes Back Against Anti-Tourism Protests
Picture this: as you land in sunny Mallorca for your summer getaway, instead of the usual ads for beach bars or boat trips, your eyes catch giant billboards telling you how welcome you are. That’s no accident—it's part of a new push by Mallorca’s hotel industry to drown out a surge of anti-tourism protests that have rocked the island.
The Mallorca Hotel Business Federation (FEHM) knows just how important tourism is for the Balearic Islands. That’s why they've gone big and bold, rolling out around 20 billboards across busy tourist hotspots. The signs, written in English and German, are hard to miss. ‘Tourist, go home happy. Be happier returning to Mallorca soon’ and ‘Tourist, don’t go home, stay longer with us’ are just some of the upbeat messages. Clearly, these slogans aren’t just about good vibes—they're a pointed response to the anti-tourism chants and banners popping up in the heart of Palma and beyond.
Facing Down Local Backlash, One Billboard at a Time
Back in June, the island saw thousands gather for a protest in Palma. Demonstrators carried signs like ‘no to mass tourism’ and ‘tourists go home,’ frustrated by crowded beaches, rising rents, and a sense that their home is being squeezed by visitors. Many locals believe that the record-setting waves of tourists are pushing Mallorca’s infrastructure, environment, and communities to the brink.
Yet, for the people running hotels, bars, and tour companies, tourism isn’t just a summer bonus—it’s what keeps the lights on all year round. FEHM president Javier Vich isn’t shy about it. He says the campaign is intentionally direct, fighting what he calls a ‘rejectionist rhetoric’ aimed at visitors. “Tourism is our main economic driver,” Vich stresses, and he’s clearly worried that a wave of negativity could send holidaymakers (and their euros) elsewhere.
The timing for this welcoming campaign couldn’t be more crucial. Billboards are set to stick around for two months, hitting peak tourist season when tensions—and spending—are highest. Hotel owners hope these signs not only keep tourists coming but also remind locals just how much the island relies on visitors. When hospitality jobs are on the line, the stakes are clear to the whole community.
For now, Mallorca’s showdown between protesters and hotel owners is playing out in public spaces, with each side doubling down on their message. Behind the color and friendliness of the billboards is a very real debate about what the future should look like for one of Spain’s most iconic holiday destinations. Can Mallorca remain both a local home and a tourist haven? The summer will tell.
One thing is certain—if you visit the island this season, you’ll feel the welcome as soon as you leave the airport, even as the debate about tourism's place in Mallorca rages on.