Mallorca, the charming island in the Mediterranean, has spared no effort in recent years to present itself as a destination with class and sophistication. Direct flights from New York, strict rules for the party mile and even the transformation of numerous hotels into luxury resorts - all this was intended to ensure that Mallorca established itself as an elite destination and attracted fewer visitors but more affluent guests. But the plan obviously didn't work out.
Pedro Homar, Managing Director of Visit Palma, admitted at the WTM tourism trade fair in London what many locals had long suspected: The luxury swing has not slowed down mass tourism on the island. "We thought that positioning ourselves as a more expensive destination would reduce the number of visitors," he explained, "but instead we have only caused dissatisfaction." Who would have thought? The people who love Mallorca are obviously not so easily deterred - and luxury alone does not drive anyone away.
High-tech against overcrowding? A new approach
So Mallorca is trying something new: technological control of visitor flows is now set to turn the tide. The island plans to invest around 1.2 million euros in this from 2025. Cameras on the beaches will monitor capacity, and visitors could be diverted to less frequented beaches in the event of congestion. And that's supposed to work? On Mallorca, where the sun makes the days a dream and the evenings an endless pleasure, it is probably difficult to tame a public that prefers to stay on the beach once it has taken a seat. But it's worth a try - after all, it's about the balance between locals and visitors, about nature conservation and quality of life.
Where is the journey going?
But the real problem remains: Mallorca is struggling with the downsides of its own success. The rush of tourists, which often becomes a test of endurance, poses a crucial question for the island: how can recreation and exclusivity, island idyll and tourism be reconciled? It remains to be seen whether new ideas can actually balance out the imbalance in tourism.
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