Ibiza witnessed a significant decline in its key British market this past summer, with official figures revealing a drop of 20,000 UK visitors compared to the same period in 2020. The island's Tourism Minister, Jaume Bauza, confirmed the concerning trend at the World Travel Market in London, attributing it partly to widespread protests against overtourism that swept across Spain.
A Summer of Discontent and Decline
The dip in British holidaymakers occurred during a summer where local protests against overtourism raged in several Spanish hotspots. This public outcry happened against the backdrop of a record-breaking year for Spanish tourism overall, with the country welcoming a staggering 94 million international visitors in 2024. These travellers spent an estimated €126.3 billion, a 16.1% increase from the previous year.
Despite the financial boon, the immense pressure on housing, public services, and local lifestyles led many residents to demonstrate. The protests clearly had an impact, with the Balearic island of Ibiza feeling the effect directly through the reduced number of Brits, one of its most vital tourist demographics.
Shifting Seasons and Tourist Nationalities
In response to the summer slump, tourism officials are pinning their hopes on the quieter autumn months. There is a belief that British travellers may have simply shifted their holidays to October and November, when the weather is milder and the likelihood of encountering disruptive protests is lower.
This theory is supported by data showing an 8% increase in flight capacity to the Balearic Islands for this November compared to 2024, indicating an anticipation of more 'shoulder-season' travel.
When questioned if the protests were deterring visitors, Minister Bauza stated through a translator, "The truth is, any decrease in the attendance from our main markets, such as the British market, is a reason to worry." He was quick to note, however, that the shortfall had been compensated by increased arrivals from French, Swiss, and Italian tourists.
A New Strategy: Quality Over Quantity
Facing these challenges, Ibiza is actively pursuing a strategic pivot away from mass tourism. Minister Bauza detailed plans at the WTM to crack down on illegal holiday rentals and to closely monitor the industry's impact on the island's fragile natural environment.
"I want the British who visit our islands who are, and will always be, warmly welcome, to be aware of and familiar with this transformation process," Bauza said. He emphasised that the new goal is not unchecked growth, but sustainable tourism that benefits both visitors and residents.
This shift towards higher-spending, more conscious tourism marks a significant change for the iconic party island. Despite the downturn in Ibiza, Pedro Homar, Managing Director of the Palma Tourism Board, reported that British visitor numbers to the Majorcan capital of Palma remained robust, reaffirming the UK's status as their number one market.
