Tourism 2025: More visitors — but August reveals weaknesses

Tourism 2025: More visitors — but August reveals weaknesses

You can hear it early in the morning: the clatter of folding chairs on the beach, the distant hum of excursion boats and the chatter along the Passeig Marítim as the evening sun slowly dips into the sea. The figures for January through the end of August 2025 look positive at first glance — more visitors, more income. But August dealt Mallorca a clear setback. The key question remains: How resilient is this growth really?

Numbers that look divided

Around 14.2 million visitors in eight months and estimated revenues in the double-digit billions are impressive. Hoteliers and some restaurant owners report noticeable additional turnover. At the same time, the most important month of the year shows a clear decline: especially from Germany, fewer guests arrived in August than expected. For businesses that align their staffing and financial planning to the summer, this means uncertainty — and that is not purely an economic problem.

Behind the declines: several often overlooked causes

The explanation is not a single event. Currency fluctuations, more cautious travel behaviour in source countries, altered flight schedules and competition from other Mediterranean destinations all play a role. One aspect that is often overlooked in public debates is that the structure of travel is changing. More and more holidaymakers choose apartments and holiday homes instead of traditional hotels — more flexible, often cheaper, with their own kitchen. This shifts consumption flows: supermarkets, local bakeries and delivery services benefit, while revenues in the official hotel sector are less visible.

Why this is noticeable on the island

At the market in Inca or Sineu you hear vendors say: "We have more visitors, but they come differently." The result is slightly changed daily routines in communities: seasonal workers are needed for longer periods, parking and waste disposal come under pressure, and peaks in water consumption are harder to predict. Small coastal towns experience good turnover on the promenade, yet lack planning security for staff and logistics. Apartments that used to remain private become holiday rentals — that brings income, but can also worsen parking shortages, noise and waste conflicts in residential areas.

An often underestimated effect: the shift in consumption

When guests cook in apartments, the local supermarket becomes the central meeting point; delivery services address neighbourhoods, not just hotel guests. That may sound harmless at first, but it has political consequences: municipalities must deal more frequently with waste collection, delivery times and parking regulations. Those who only look at visitor numbers overlook how the burden shifts within a place. In short: more guests does not automatically mean the island "functions better".

Concrete fields of action — pragmatic and local

The island does not need a master plan imposed from above, but a mix of targeted measures:

1. Diversify source markets: Less dependence on individual countries, and more cooperation with emerging markets in Eastern Europe or Scandinavia could cushion peaks.

2. Promote season extension: Cultural and sporting events in spring and autumn, conferences and special family offers create demand outside of August.

3. Strengthen infrastructure: Investments in water management, waste and traffic management are not luxury expenses but prerequisites for manageable growth.

4. Regulate short-term rentals: Clear rules for holiday apartments, transparent registration and local fees that flow into municipal coffers and relieve neighbourhoods.

5. Support mid-range hotels: Flexible funding instruments so small hotels can better offset price fluctuations and retain jobs.

6. Build a data and monitoring network: Real-time data on water use, waste volumes and traffic would help municipalities react faster — and help policymakers make better decisions.

Looking ahead: preference for redistribution over growth at any price

The balance shows: Mallorca remains attractive. But attractiveness alone is not enough if it is unevenly distributed or comes at the expense of everyday quality of life. Politics, associations and businesses must work together more concretely — with pragmatic steps that start on the beaches and take effect in the narrow streets of Palma, Inca or Andratx. A little less record-chasing and a little more strategic common sense could already help.

Between olive stalls, market stands and beach kiosks, what is currently being negotiated is not whether more guests should come, but how Mallorca can remain a good place to live with them.