Majorca Launches ‘Smile at a Tourist Day’ to Boost Tourism Amid Anti-Tourism Protests and Economic Challenge

Published on September 3, 2025

As Majorca navigates through a challenging period marked by anti-tourism protests and economic downturns, the island has introduced a fresh initiative aimed at restoring its tourism appeal and fostering positive relations between tourists and residents. The “Smile at a Tourist Day” campaign, set to launch on February 27, 2026, offers a unique way for the island to express its gratitude towards visitors while also promoting responsible and sustainable tourism.

Addressing the Challenges: Anti-Tourism Sentiment

In 2025, Mallorca experienced a resurgence of anti-tourism protests, which have become a significant challenge for local authorities. These protests, voiced by demonstrators with slogans like “Tourism is terrorism” and “Tourists go home,” have been driven by concerns over overcrowding, environmental degradation, and the rising cost of living. Protests have intensified in Palma and other areas of the island, with some tourists facing discomfort as protesters surrounded restaurants and engaged in symbolic acts like squirting water pistols.

Such actions have left a significant impact on the tourism sector, especially with businesses relying heavily on visitors for their revenue. The growing anti-tourism sentiment has highlighted the need for a balanced approach to tourism that benefits both locals and tourists alike. As a result, local businesses and tourism groups have been striving to find ways to promote sustainable tourism practices that protect the island’s cultural and environmental heritage, while also encouraging visitors to appreciate the region responsibly.

“Smile at a Tourist Day”: An Innovative Gesture of Welcome

In response to these challenges, the “Smile at a Tourist Day” initiative has been launched. Organized by the Federation of Retail Entrepreneurs of the Balearic Islands (Afedeco), the campaign will involve shops across Majorca distributing free reusable gift bags to customers who make purchases on February 27, 2026. The bright green bags, featuring the message “Tourist, go home happy. Be happier returning to Mallorca soon,” aim to convey a positive, welcoming message to tourists, despite the ongoing protests.

The gesture serves as a way to remind visitors of their importance to the local economy and culture, encouraging them to return and support the island’s businesses. The gift bags will be filled with local products and souvenirs, providing a tangible reminder of their visit and the hospitality that Majorca is known for. Afedeco has invited both member and non-member shops to participate in this campaign, making it a widespread initiative across the island.

The Economic Impact of Anti-Tourism Sentiment

Local businesses have voiced concerns over the detrimental effects of anti-tourism protests on the island’s economy. According to reports, several coastal businesses, including beachside cafés and water sports operators, experienced significant revenue losses in 2025, with some seeing a decline of up to 20% compared to the previous year. The downturn in business can be attributed to various factors, including rising operational costs, adverse weather conditions, and a general decline in the number of tourists visiting the island.

While Mallorca remains a popular tourist destination, these economic challenges underscore the need for a more sustainable and balanced tourism model that aligns with the needs of both locals and visitors. The “Smile at a Tourist Day” campaign is part of a broader effort to address these concerns and create a more positive image for tourism on the island, particularly in light of the growing anti-tourism sentiment.

Promoting Responsible and Sustainable Tourism

The “Smile at a Tourist Day” initiative is not the only campaign Mallorca has launched to address tourism-related issues. The Balearic Islands Tourism Strategy Agency (AETIB) has launched the “Balearic Islands, let’s take care of them together” campaign, which encourages responsible attitudes among tourists. This campaign promotes respect for the environment, efficient use of resources, and support for local products. It serves as a reminder for visitors to be mindful of their impact on the local environment and culture while enjoying their holiday on the island.

Additionally, the Balearic Islands government has introduced a tourism transformation strategy aimed at reducing environmental pressure and improving the quality of life for residents. This strategy focuses on sustainable tourism practices, such as reducing energy consumption, promoting eco-friendly transport options, and ensuring the preservation of the island’s natural landscapes and cultural heritage.

Diversifying the Tourism Market: International Demand and Emerging Markets

Despite the challenges posed by anti-tourism sentiments, Mallorca’s tourism market remains strong. In 2025, the island saw a slight decline in visitor numbers, with a 0.8% decrease in arrivals compared to the same month in 2024. This downturn was largely attributed to rising costs and shifting travel preferences. However, the decline in visitor numbers was offset by a notable increase in tourist spending.

The average daily expenditure per tourist rose to €209, indicating that visitors were increasingly willing to invest in quality experiences during their stay. This trend reflects a shift toward higher-value tourism, with visitors prioritizing unique, authentic experiences over mass tourism options. In addition, international demand for Mallorca remained strong, with 77% of travel intent originating from overseas markets.

Emerging markets such as the United States, the Czech Republic, and Luxembourg showed significant increases in seat availability, highlighting a diversification of Mallorca’s tourism base. The island is increasingly attracting tourists from regions outside its traditional European markets, reflecting a broader global interest in Mallorca as a prime tourist destination.

Accommodation Sector Resilience

The accommodation sector in Mallorca demonstrated resilience in August 2025, with high occupancy rates reported across various establishments. Hotel chains, such as Melia, experienced a 5% increase in bookings compared to the previous year, driven largely by international tourists. This increase in bookings contributed to a 72% surge in net profit for the first half of the year, underscoring the economic importance of tourism to Mallorca’s economy.

Despite concerns over anti-tourism protests and the declining numbers of certain visitor groups, the accommodation sector remains a key pillar of the island’s tourism industry. The growth in bookings from international markets highlights Mallorca’s continued appeal as a holiday destination, particularly for those seeking a mix of relaxation, cultural experiences, and outdoor activities.

Upcoming Changes in Entry Requirements: The Entry/Exit System

As part of broader efforts to streamline travel across the Schengen Area, the European Union will implement the Entry/Exit System (EES) for non-EU citizens, including British travelers, starting October 12, 2025. This digital system will replace manual passport stamping and will require travelers to provide biometric data, such as fingerprints and facial images. The system is designed to monitor compliance with the 90-day-per-180-day rule for stays within the Schengen Area.

In addition to the EES, the European Travel Information and Authorisation System (ETIAS) is set to become operational in late 2026. ETIAS will require visa-exempt travelers to obtain prior authorization before entering the Schengen Area, further enhancing the security and efficiency of travel across the EU.

Conclusion: A Balanced Approach to Tourism

Majorca’s “Smile at a Tourist Day” campaign represents a proactive and heartfelt effort to foster positive relationships between tourists and locals while promoting sustainable tourism practices. The initiative, coupled with other strategic campaigns aimed at responsible tourism, reflects the island’s commitment to balancing the economic benefits of tourism with environmental and social sustainability.

While challenges such as anti-tourism sentiment and economic downturns remain, Mallorca’s diverse tourism market, resilience in the accommodation sector, and strong international demand position the island well for future success. By encouraging responsible behavior, promoting local businesses, and embracing sustainable practices, Mallorca is paving the way for a tourism model that benefits both residents and visitors alike.