In preparation for another record-breaking summer, Spain has taken a decisive step to curb the growing problem of ‘selfie tourism’ by severing ties with influencers who have been promoting the Balearic Islands’ most iconic destinations. This move follows an overwhelming surge in visitors to Caló des Moro, a once-hidden cove in Mallorca, designed to host only 100 people. Due to viral posts circulating on social media platforms like Instagram and TikTok, the cove became inundated with up to 4,000 tourists daily, shattering its capacity and triggering concerns over overcrowding and environmental degradation.

The situation took a dramatic turn in June 2024 when local residents, frustrated by the mass influx of tourists, organized a protest to block access to the beach. During the demonstration, a large banner reading “Ocupem les nostres platges” (“We will occupy our beaches”) was displayed, and leaflets in English and German were handed out to inform tourists about the overcrowding issues. The protest aimed to raise awareness among visitors, who were largely unaware of the strain they were placing on the environment and local infrastructure.

In the aftermath of the protest, local officials called for a halt to the promotion of Caló des Moro by journalists and tour operators. Reports revealed that up to 4,000 people were visiting the site daily, which caused significant congestion in the surrounding areas. As many as 1,200 cars were reported to be parked nearby, creating a heavy strain on the local infrastructure, and further exacerbating the problem.

Initially, Spanish authorities had teamed up with influencers to redirect tourist traffic to lesser-known areas of the islands, aiming to alleviate the pressure on popular hotspots. However, the strategy had unintended consequences. Seemingly hidden or protected spots on Mallorca, Menorca, and Ibiza soon became overrun by tourists eager to snap photos for their social media accounts, frequently ignoring the effects on both the environment and local communities.

A spokesperson for the Balearic Tourism Department acknowledged that the influencer campaign had completely backfired. Instead of dispersing visitors across the islands, the effort resulted in overcrowding at previously tranquil spots, undermining the government’s policies designed to regulate tourism. In response, images of Caló des Moro were removed from official tourism websites, and tour operators were instructed to exclude the cove from their itineraries.

Reports from locals reveal that the environmental impact at Caló des Moro has been substantial. The beach loses around six tonnes of sand every three months, with 70 kg of this amount believed to be carried away by tourists’ towels and sandals. Moreover, many visitors leave behind litter, as they are often unwilling to walk back through the rocky terrain or climb the 120 steps leading to the cove, further aggravating the situation for residents.

Beyond the environmental damage, the protests were also driven by rising housing costs, which have become a significant issue in the region. The influx of tourists has made it increasingly difficult for locals to find affordable housing, and many complain that their communities are being overrun by transient visitors. Traffic congestion has worsened, with the roads and infrastructure being unable to handle the sheer number of tourists visiting each year.

In response to these issues, Spanish authorities are introducing several measures aimed at reducing the negative effects of mass tourism. Among these is a cap on the number of visitors allowed in natural parks, as well as the removal of more than 65,000 unlicensed short-term rental properties from platforms like Airbnb and Booking.com. Additionally, new taxes are being planned for short-term rentals and property purchases made by non-EU citizens, with the aim of curbing the rise in housing costs and ensuring that local communities benefit from tourism without being overwhelmed by it.

In 2024, Spain saw an unprecedented 94 million international visitors, with 15 million choosing Mallorca as their destination.The overwhelming number of visitors has prompted local lawmakers to propose a significant reduction in the island’s tourist accommodation capacity. Under the Més per Mallorca initiative, lawmakers have called for a 40% reduction in accommodations, alongside the introduction of a new tourist tax aimed at helping fund the island’s sustainable development and addressing the growing pressures caused by tourism.

These measures reflect a shift in priorities as local communities and government officials work together to balance the economic benefits of tourism with the preservation of the islands’ unique environment and quality of life for residents. While the region remains a popular destination, authorities are committed to ensuring that its appeal does not come at the expense of its local inhabitants or the natural beauty that draws visitors in the first place.

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