The Government of the Balearic Islands has intensified efforts to reshape its tourism model and safeguard the integrity of the destination for future generations.
The latest initiatives include a high-impact responsible tourism campaign and a reworking of its Sustainable Tourism Tax (ITS).
Under the banner “Balearic Islands, let’s care for them together”, the campaign launched by the Balearic Islands Tourism Strategy Agency (AETIB) is aiming to reset the relationship between visitors and locals. The campaign directly challenges UK tourists with the question: “Are you responsible?”
The campaign promotes eight core principles:
- urging respect for the environment
- water conservation
- curbs on illegal holiday rentals
- sustainable mobility
- protection of local heritage
- support for local products
- peace for residents.
The broader aim is to encourage longer, more meaningful stays and off-season travel while easing the pressure on local infrastructure and communities.
The ITS will be levied on all visitors, 16 and over, staying in tourist accommodation, and be charged at between €1 and €4 per person per night, depending on the time of year.
Funds generated by the tax will continue to be spent on a number of projects relating to the eight principles. Examples include the renovation of Magaluf promenade, which is key for the UK market.
With €1 million donated via the Sustainable Tourism Tax, the 650-metre beachfront promenade has been modernised, with a design that blends into the landscape. It integrates local Mediterranean vegetation, 48 palm-tree oases and natural dunes, plus features water-saving devices such as rainwater capture for irrigation and seawater footbaths which lower reliance on potable water.
€1.7M has been invested in total, with a second phase, which will complete the project, seeing a further €3M invested. In total, €4.7M will be invested.
Additionally, over €2.1 million has been granted towards the renovation of the Ses Porqueres de Galatzó building as a mountain refuge for hikers, an example of the restoration of agricultural heritage in the municipality of Calvià. Once completed, it is expected to have 52 spaces, a kitchen, dining rooms for guests, and a multifunctional room for cultural and educational activities.
Jaume Bauzá, Minister for Tourism, Culture, and Sport, said: “The Sustainable Tourism Tax (ITS) is not just a financial contribution made by people who visit the Balearic Islands.
“It is an opportunity to care for, protect, and strengthen everything that makes the Balearic Islands a unique destination: our natural environment, our heritage, and our quality of life. That is why investing in projects that promote responsible tourism on the islands is so important to us.
“We’re asking visitors to treat the islands as they would their own home. Like many popular destinations, we face the challenge of managing tourism responsibly. These efforts are about preserving the soul of our islands, not just for those who live here, but for those who love to visit.”
