Palma de Mallorca – Local tourism officials on the Balearic island are reshaping their marketing strategy to draw more affluent American travelers. The move follows a surge of overtourism that saw the island host over 13 million visitors in the first ten months of 2025, according to the Balearic Islands Statistics Institute.
Quality over quantity
Pedro Homar, managing director of Palma’s tourism board, told The Wall Street Journal that the goal is to replace high‑volume, low‑spending tourists with a smaller group of guests who spend more and behave more quietly. He contrasted Americans with British and German visitors, saying the latter “main motivation is partying and drinking.”
Data cited by the outlet show American tourists in Spain spent about $410 per day in July, compared with $240 for Germans and $260 for British travelers. Visits by U.S. travelers to Mallorca have risen 60 % through June of this year, prompting airlines such as United Airlines to add direct flights.
Luxury travel advisors weigh in
Julie Middlebrook‑Levin, a luxury travel advisor with Fora, said the island’s appeal to American visitors is growing. “Americans offer a fresher approach to Mallorca,” she explained, noting that many are looking for authentic, locally focused experiences, including regional cuisine and cultural activities.
Middlebrook‑Levin urged tourists to respect the host community, emphasizing that visitors should act as guests and be mindful of local customs and spaces.
Local concerns persist
Not everyone on the island is convinced. Stella Arbona, a 23‑year‑old bakery worker, told the publication that the shift toward wealthier visitors does not solve the core issue of overcrowding. “They occupy our streets, our homes, our spaces, and often fail to respect the people who are working for them,” she said. “There’s hardly any space left for the locals.”
Earlier this summer, viral videos showed pickpocket incidents targeting tourists in Palma, adding to the tension. In April, officials from Mallorca, Ibiza and Menorca discussed possible limits on visitor numbers and other restrictions to manage overtourism.
What’s next?
The tourism board’s “quality over quantity” model remains under discussion, with local stakeholders weighing economic benefits against the desire to preserve community life. As American spending power continues to rise, Mallorca hopes the new focus will sustain its economy while easing the strain on residents.
Original reporting: Fox News (HLL/CB) — read the source article.
