Full Breakdown
Mallorca Shifts Toward Wealthier American Tourists to Ease Overtourism
By Drooid · · How we work
Core Shift in Tourism Strategy
Mallorca, one of Spain’s Balearic Islands, recorded more than 13 million visitors in the first ten months of 2025, according to the Balearic Islands Statistics Institute. Island officials say the sheer volume has strained housing, streets and local services, prompting a strategic pivot: attract fewer, higher-spending travelers. Data show American tourists spent roughly $410 per day in July—well above the $240 average for Germans and $260 for British visitors. Visits by Americans rose about 60 % through June, while airlines such as United have added direct flights to the island.
Official Perspective
Pedro Homar, managing director of Palma’s tourism board, framed tourism as “our way of life” and argued the model must shift from quantity to quality. Industry observers, including luxury travel advisor Julie Middlebrook-Levin, note that American travelers tend to seek locally focused experiences and are willing to pay a premium for them.
Local Opposition
Some residents dispute the approach. She warns that simply changing the visitor profile will not solve underlying tensions between locals and the tourism sector.
Verbatim Quotes
- “I think that Americans [offer] a fresher approach to Mallorca, and I think a lot of the properties are starting to target Americans because possibly they're spending more money than Europeans and are looking for a different experience than Europeans have in the past,” — Julie Middlebrook-Levin, a luxury travel advisor with Fora
- “They’re looking for experiences that are very local, that include local food, local experiences,” — Julie Middlebrook-Levin, a luxury travel advisor with Fora
- “Tourism is our way of life,” — Pedro Homar
- “They occupy our streets, our homes, our spaces, and often fail to respect the people who are working for them,” — Stella Arbona