Hoteliers have launched a new campaign in a desperate bid to make visitors feel welcome in Majorca, following a growth in anti-tourism hostility. Protesters across Spain have taken to the streets again this summer to vent their anger at the problems they believe are being caused by mass tourism.
Some activists are turning to more extreme and aggressive tactics to highlight their cause and demands. Members of the left-wing ARRAN group recently vandalised the headquarters of Palma’s Regional Ministry of Tourism. They also published a video calling for youth mobilisation against tourism, which depicted some disturbing images.
Unknown individuals in the clip are seen setting fire to photographs of the Balearic president, Marga Prohens, the regional minister for tourism, Jaume Bauzà and a number of prominent hoteliers. Spanish police are now investigating whether the incendiary video can be classified as a hate crime.
Elsewhere, tourists have also been sprayed with water guns by various activists, as anger continues to simmer over what is perceived as a lack of action by the authorities. Increasingly aware of the bad publicity generated by the protests, hoteliers in Majorca have decided to hit back.
The Hotel Federation of Majorca (FEHM) launched a campaign this week to thank tourists for choosing the island. At an event held next to the Palau de Congressos in Palma, a billboard with words in English was unveiled.
Adapting a popular protest slogan, the billboard proudly says: “Tourist, go home happy. Be happier returning to Majorca soon.”
The end of the message is concluded with the word “Thanks” written in capital letters. Javier Vich – the head of FEHM – said the organisation plans to erect 20 billboards carrying the message, as well as displaying posters in the 870 member establishments.
The hotel organisation is also planning to send letters to international media and tour operators in a bid to counter the negative PR being generated by the protests.
It is still unclear to what extent the protests have been damaging to Majorca’s tourism industry. Spain’s top 25 Mediterranean and Atlantic coast destinations saw local tourism drop by 800,000 people last year, whereas foreign visitors rose 1.94 million, according to the analysis firm inAtlas.
The World Travel and Tourism Council (WTTC) also projects that Spain will welcome 100 million visitors in 2025, up six million on last year and setting a new record.