The Balearic Islands tourism authority has announced it will stop using social media influencers to promote destinations, following a surge in 'selfie tourism' that has overwhelmed fragile sites. A spokesman said the strategy had 'the completely opposite effect to what was intended,' drawing large crowds to remote areas.
One notable case is Caló des Moro, a tiny cove in Mallorca that can accommodate around 100 people. After an influencer promoted it, the site was swamped by up to 4,000 visitors and 1,200 vehicles daily last June, according to local mayor María Pons. The local authority has since removed all images of the bay from its website.
On Ibiza, access to the popular lookout point at Es Vedrà has been closed after residents complained about overcrowding and waste. The backlash against influencers mirrors similar actions in Bali and Vermont, where authorities have imposed restrictions to protect sensitive locations.
Spain expects record tourist numbers this summer, following nearly 100 million visitors last year. Protests against mass tourism have already begun, including a water pistol attack on tourists in Barcelona last month. In the Canary Islands, tens of thousands marched under slogans like 'Massive tourism is making us homeless.'
The lack of affordable housing is a key issue, with tourist apartments blamed. Spain's consumer affairs ministry, backed by the supreme court, has ordered Airbnb to remove listings for 65,000 illegal lettings. The company faces fines of up to €100,000 (£84,000) or six times the profits from non-compliant flats if it fails to comply.
Airbnb has appealed, criticising the ministry's 'indiscriminate methodology' and arguing that not all adverts require a registration number. The company said it would continue to challenge the order.
