Monday, July 21, 2025
The UK’s Foreign Office later warned British holidaymakers in Spain to be aware of the protests, which it warned could “become violent” at any time. The tourism industry in Spain, especially in the Balearic Islands, is pushing back against a recent spate of anti-tourism protests, with a strong message in support of international travelers, including those from Britain. Hotel leaders as a counterpoint, have mounted a high-profile campaign to reinforce the image of Spain as an open destination.
Warm Welcome: Hotel Federation Rolls Out The Carpet
The Mallorca Hotel Business Federation (FEHM) has put up about twenty billboards that have been erected across Mallorca, following demonstrations against tourists, especially Brits. These banners are a mix of English and German messages, which were strategically placed to echo the message back to tourists and stress the importance of tourism to the local economy.
The anti-tourism activists were a “radical minority,” Javier Vich, the federation’s president, said, and their language endangered the jobs of thousands of people who live off seasonal travel. “We can’t allow a minority of voices to harm the work of so many and who have made their future around tourism,” Vich said.
Tourism’s Economic Backbone
The Balearic Islands, which consist of Mallorca, Menorca and Ibiza, says tourism continues to be a crucial support for the local economy. The area hosted 15.3 million foreign tourists last year, a large number of them from Britain. “More than a quarter of a million pay checks per month during the high-season … spread across transport, hotels, restaurants, cultural services and the like,” Vich said.
Despite increasing frustration among locals over the cost of housing and mass tourism, he refused to blame the tourism sector for systemic social problems. “Tourism can’t be made the scapegoat for the region’s structural problems,” he said, calling for policy reforms instead of hostility toward visitors.
Competing For British Tourists
The federation also warned about mounting competition from rival destinations. “Tourist outreach is big business, and if Greece, Turkey, Morocco are rolling out the red carpet and we’re not, we’ll get our lunch eaten,” Vich said of the growing PR campaigns that these countries have adopted. Whether the negative press is outlawed to go on or festers and takes a serious dent out of Spain’s market share remains to be seen. “We have to continue to be a place of hospitality,” Vich said.
Expat Voices Offer Reassurance
British expat Sandra Laurie, who has lived in Spain for almost 10 years, said fellow travellers should not be put off by the recent protests. Laurie, who spoke to The Mirror in her capacity as the government prepares to ease lockdown, said many business outlets depend on tourists and are keen for visitors.
She said coastal spots in Spanish were lively and bustling, where those that reside and come together to enjoy summer. Laurie said it is crucial for tourists to be respectful but added that for the most part the atmosphere is warm and friendly.
A Battle For Perception
Protests have generated headlines, among them confrontations that involved water pistols being sprayed at holidaymakers, but the hospitality industry is fighting to take control of the narrative. The billboard campaign is about more than public relations; it is a declaration that tourism is still a beloved and vital part of Spanish life.
Even as peak travel season continues, the leaders of Spain’s hotels hope that their message of gratitude (and unity!) will drown out the discontent and keep British tourists returning to the sun-drenched coasts they have long loved.
