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Sustainability in Ibiza: Farms, Eco Hotels & Initiatives

Sustainability in Ibiza: Farms, Eco Hotels & Initiatives

by | Jul 1, 2026 | Sustainable Marketing

Sustainability in Ibiza: Farms, Eco Hotels & Initiatives

Ibiza is far more than its famous nightlife. Behind the beach clubs is an island of farms, pine forests and some of the healthiest seagrass meadows in the Mediterranean, and a growing community of farmers, conservationists and hoteliers working to protect them.

Here’s what sustainability looks like in Ibiza in 2026: the challenges the island faces, the farms and initiatives leading change, the eco hotels and agroturismos with genuine sustainability policies, and what marketers and hospitality businesses can learn.

Is Ibiza sustainable?

Ibiza is working hard to balance a hugely popular tourism economy with the protection of its land, water and sea. Ibiza and Formentera together welcomed around 3.7 million tourists in 2025, 2.8 million of them from abroad, up 1.2% on 2024, according to the Balearic Institute of Statistics (IBESTAT) (Forbes España, April 2026).

That brings pressure on water, waste, housing and nature. But the island also has real strengths: protected marine heritage, a revival of local farming, and businesses that publish clear, measurable sustainability commitments.

What are the environmental challenges in Ibiza?

Pressure on the sea

Ibiza’s Posidonia oceanica seagrass meadows are part of the UNESCO World Heritage site Ibiza, Biodiversity and Culture, inscribed in 1999. Posidonia shields the coast from storms, supports a wide range of marine life and acts as a nursery for fish (Smithsonian Ocean). But IbizaPreservation’s research at Talamanca and Cala Vadella found degradation from anchoring, discharges and rising sea temperatures, with some areas more than 50% damaged (Ibiza Spotlight, May 2026).

Waste and plastic

A seasonal surge in visitors means a seasonal surge in waste. Marine plastic and the circular economy are among IbizaPreservation’s priority programmes (same source).

Water and energy

Rising visitor numbers increase demand on water and energy across the island, which is why the Balearic tourist tax now funds water infrastructure and energy efficiency (see below).

Loss of traditional farming

As land and labour shift towards tourism, traditional farming has come under pressure, which is why projects to reconnect younger generations with farming matter so much.

How is Ibiza tackling these challenges?

The Balearic sustainable tourism tax

Visitors staying in tourist accommodation across the Balearic Islands pay a sustainable tourism tax of between €1 and €4 per night depending on the type of accommodation, with children under 16 exempt and reduced rates in low season. The money is spent on five areas: sustainability (including the circular economy and energy efficiency), water infrastructure, improving destinations, training, and spreading tourism across the year (La Voz de Lanzarote, March 2024).

Protected marine heritage

The UNESCO listing protects Ibiza’s Posidonia meadows alongside important cultural sites, giving the island one of the strongest marine conservation stories in the Mediterranean (Smithsonian Ocean).

Sustainability initiatives in Ibiza

Juntos Farm

Juntos is a 20-hectare regenerative farm in Santa Gertrudis that began as a family farm and now brings together the farm, a restaurant (Juntos House) and a deli as “one living system” moving food from land to table. It runs weekly volunteering, family harvests and farm tours, and works with a growing network of farmers across the Balearic Islands (Juntos Ibiza).

Why it matters: Juntos shows how regenerative farming, hospitality and community can work together, and it gives visitors a direct way to experience Ibiza’s food and farming.

IbizaPreservation

Founded in 2008, IbizaPreservation is the leading environmental foundation for Ibiza and Formentera. In 2025 it directed over €700,000 to environmental programmes, 82% of its total budget, across around 20 active projects. These include Posidonia and shark research, wall lizard conservation, the Sembra Futur Forum to engage young people in farming, the Tejiendo Futuro marine plastic project, and Gastronomic Activists, which trains chefs and hospitality staff to cut food waste (Ibiza Spotlight, May 2026).

Ecofeixes

Founded in 2013, Ecofeixes is Ibiza’s cooperative of organic producers, bringing together 14 farms across the island. It sells local olive oil, wines, spices and herbal infusions directly from Blanca Dona (Ecofeixes).

Casita Verde

Founded by Chris Dews in 1993, Casita Verde is an ecology and education centre in the green heart of Ibiza, practising permaculture, alternative energy and the reuse of waste materials. It offers volunteering, tours and workshops (Casita Verde).

Eco hotels and agroturismos in Ibiza with a strong sustainability policy

These hotels publish specific, checkable sustainability information on their own websites.

Six Senses Ibiza

Six Senses Ibiza describes itself as the first BREEAM-certified resort in the Balearics and holds ISO 14001 environmental management certification. It allocates 0.5% of total revenue to local initiatives, supporting eight local NGOs in 2024–2025, and reports that 100% of its electricity in 2025 came from its own solar panels or guaranteed-origin renewable sources. Its Earth Lab and the Learning Center at Can Tanca farm are open to guests (Six Senses Ibiza).

Atzaró Agroturismo

Set on a generations-old orange farm with 3,000 trees, Atzaró grows produce for its restaurants in a 3-hectare organic vegetable garden cultivated without chemical pesticides. It runs on 200 solar panels, draws fresh water from an ancient on-site well, and composts organic waste back into the garden soil (Atzaró).

Cas Gasi Agroturismo

Cas Gasi has farmed organically since 1995. It turns surplus crops into olive oil, jams and preserves, recycles wastewater through its own treatment plant to irrigate the gardens, and uses solar panels to heat its water and pool (Cas Gasi).

Tip for travellers: look for hotels that publish specific figures and named certifications, rather than general statements about being “eco-friendly”.

What marketers can learn from Ibiza

At Growfish, we work on sustainability communications for purpose-driven organisations, and Ibiza is a powerful example of reputation change in progress.

  1. Tell the other story. Ibiza’s farms, seagrass and food culture are as distinctive as its clubs. Lead with what makes a place or brand genuinely different.
  2. Publish specific numbers. Six Senses’ 0.5% of revenue and IbizaPreservation’s €700,000 for conservation are far more convincing than general promises.
  3. Make people part of it. Juntos’ volunteering and harvests turn visitors into participants.
  4. Partner locally. Hotels that fund local NGOs and buy from local farms build credibility no campaign can buy.
  5. Be honest about the pressures. Acknowledging the impact of tourism, while showing what you’re doing about it, makes the positive story believable.

What hospitality businesses can learn from Ibiza

  • Publish a real sustainability page with figures, certifications and named partners, as the hotels above do.
  • Grow or buy local. Organic gardens and farm partnerships give guests a story and cut food miles.
  • Fund the place you depend on. A share of revenue for local conservation shows guests their stay helps protect the island.
  • Keep claims specific. From 27 September 2026, EU rules ban generic environmental claims, such as “eco-friendly”, that can’t be backed by recognised excellent environmental performance (COSLAW). Every Ibiza hotel marketing to European travellers needs to check its wording.

We help travel and hospitality brands communicate sustainability with confidence. If you run a hotel, agroturismo or travel business and want your sustainability story to reach the right guests, explore our travel and hospitality copywriting, or read our guides to sustainable marketing in Spain and sustainable tourism in Bali.

 

portrait of Marta Gintowt

Written by
Tiggy O’Connnor

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For more information about growing your sustainable business with a sustainable marketing strategy, get in touch with a member of the team at growfish.co. We’d love to hear form you!

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How to Reduce Your Digital Carbon Footprint: 2026 Guide

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Oct 3, 2026 |

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10 Ways to Make Your Digital Life Nature-Positive

10 Ways to Make Your Digital Life Nature-Positive

by | May 18, 2026 | Green Business, Sustainable Marketing

10 Ways to Make Your Digital Life Nature-Positive

As our lives become increasingly digital, our environmental footprint is no longer just physical—it’s virtual too. From streaming videos to storing files in the cloud, every click has a consequence. But here’s the good news: by making mindful choices, we can align our digital behaviours with the wellbeing of the planet.

Here are ten practical ways to make your digital life nature-positive—helping not only reduce harm, but actively support environmental restoration.

1. Declutter Your Digital Storage

Every file stored in the cloud requires electricity to maintain. Regularly deleting unused emails, documents and media files lightens the load on data centres—reducing energy use and emissions.

2. Switch to Green Hosting

If you run a website or blog, choose a hosting provider powered by renewable energy. Platforms like GreenGeeks and Eco Web Hosting offer low-carbon alternatives for digital infrastructure.

3. Use Ecosia or OceanHero for Searches

These search engines use ad revenue to fund tree planting and ocean cleanup projects respectively. A small switch with a big cumulative effect.

4. Stream More Sustainably

Lower the resolution of your video streams (especially on mobile) and download for offline viewing when possible. This reduces the bandwidth demand on energy-hungry data centres.

5. Limit Auto-Play and Background Apps

Auto-play videos and constantly running background apps not only drain your device but also create unnecessary data flows that consume energy.

6. Use Renewable Energy at Home

Power your home office, routers, and charging stations with green energy. If you can’t switch providers, consider offsetting your energy use through certified carbon schemes.

7. Buy Refurbished Devices

The environmental cost of manufacturing a new laptop or phone is immense. Buying refurbished reduces e-waste and extends the life cycle of existing tech.

8. Extend Device Lifespans

Repair instead of replacing. Clean up your device’s memory, replace old batteries, and avoid unnecessary upgrades. A longer-lasting device is a greener device.

9. Support Low-Carbon Platforms

Choose platforms and digital services that are transparent about their carbon impact. Look for those that publish sustainability reports or are certified B Corps.

10. Use Tech to Support Nature

From biodiversity-tracking apps like iNaturalist to supporting NGOs via Patreon or social media, you can actively contribute to nature-positive initiatives through your digital presence.



portrait of Marta Gintowt
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Written by
Pollyanna Durbin

For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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What Is a Sustainable Marketing Agency in 2026?

What Is a Sustainable Marketing Agency in 2026?

by | Apr 7, 2026 | Green Business, Sustainable Marketing

What Is a Sustainable Marketing Agency in 2026?

A sustainable marketing agency helps organisations grow in a way that is honest about their environmental and social impact. In 2026 that job has changed. AI now answers many searches before anyone clicks a link, AI tools carry their own environmental footprint, and new UK and EU rules put green claims and AI-generated content under far closer scrutiny.

This guide explains what a sustainable marketing agency does today, why it matters more than ever, and how to choose the right one.

What is a sustainable marketing agency?

A sustainable marketing agency works with purpose-driven organisations to build brands, websites, content and campaigns that are effective and honest. It backs every claim with evidence, steers clear of greenwashing, and considers the footprint of its own work, from the websites it builds to the tools it uses and the clients it takes on.

Sustainable marketing itself promotes products, services and ideas in a way that creates lasting value for the business, people and the planet. Our guide to sustainable vs traditional marketing explains the differences in detail.

What does a sustainable marketing agency do?

It offers many of the same services as any agency, but applies a sustainability lens to each one.

Service What a sustainable agency does differently
Strategy Builds marketing around the organisation’s real mission and impact, not just sales targets
Brand and design Creates identities that communicate values clearly and honestly. See our guide to sustainable branding strategy
Websites Designs lighter, efficient sites that use less energy and are accessible to more people. See what is sustainable web design
Search and discoverability Makes sure people, search engines and AI assistants can find, understand and accurately describe what you do
Content and social Tells evidence-based stories that inform and inspire action rather than just driving consumption
Sustainability communications Turns impact data, reports and certifications into clear, credible messages, and checks claims before they go out

Why a sustainable marketing agency matters in 2026

AI is changing how people find you

Google’s AI Overviews, the AI summaries at the top of search results, reached more than 2 billion monthly users by July 2025 (TechCrunch). When one appears, people click through less. In a Pew Research Center study of 900 US adults’ browsing in March 2025, users clicked a traditional result on 8% of visits to search pages with an AI summary, compared with 15% without one, and clicked a link inside the summary on just 1% (Pew Research Center, July 2025).

That means your website now has two audiences: people, and the AI tools that summarise you for them. Clear, specific, well-evidenced content is what both reward. Vague sustainability language is easy for AI to skip or misrepresent; precise facts are easy to quote accurately. We see this shift in our own analytics, with long, conversational questions now reaching our pages through search and visits starting to arrive from AI assistants.

AI has a footprint too

AI isn’t weightless. According to the International Energy Agency, data centres used around 415 TWh of electricity in 2024, about 1.5% of the world’s electricity, and that is set to more than double to around 945 TWh by 2030, with AI the main driver (IEA, Energy and AI).

A sustainable agency uses AI where it genuinely adds value, rather than generating content for the sake of it. Fewer, better pieces of content are usually more effective and lighter on resources.

From 2 August 2026, the EU AI Act’s transparency rules apply. Chatbots must tell people they’re talking to AI, deepfakes must be disclosed, and AI-generated text published to inform the public on matters of public interest must be labelled unless it has had substantive human editorial review. Fines can reach €15 million or 3% of worldwide annual turnover, and the rules can apply to businesses outside the EU whose AI outputs are used there (Cooley, August 2026).

For any organisation built on trust, honesty about how content is made matters as much as honesty about environmental impact.

Greenwashing now carries real penalties

Since 6 April 2025, the UK’s Competition and Markets Authority can enforce consumer law directly and fine businesses up to 10% of global turnover, including for misleading environmental claims (Fieldfisher).

In the EU, new rules apply from 27 September 2026. They ban generic claims such as “eco-friendly” unless backed by recognised excellent environmental performance, sustainability labels not based on a recognised certification scheme (COSLAW), and claims that a product is climate neutral based on offsetting (Bird & Bird).

Customers still want sustainable choices

In PwC’s 2024 Voice of the Consumer survey of more than 20,000 people in 31 countries and territories, 80% said they were willing to pay more for sustainably produced or sourced goods (PwC, May 2024). PwC notes this may not always translate into actual spending, which is why clear, credible communication matters.

Trust is the real competitive edge

As AI makes content cheap to produce, more of it looks the same. What stands out is what AI can’t invent: real evidence, genuine expertise and a credible human voice. That is exactly what sustainable marketing has always been built on.

How a sustainable agency uses AI responsibly

  1. Use it where it adds value, such as research, analysis and first drafts, not to flood channels with content.
  2. Keep a human in charge. Every piece is reviewed, fact-checked and owned by a person.
  3. Check every claim. AI tools can state things confidently that aren’t true, so every figure is traced to its source.
  4. Be open about it. Disclose AI use where the rules require it, and wherever your audience would expect to know.
  5. Think about the footprint. Choose proportionate tools and avoid needless generation.

What makes a marketing agency sustainable?

  • Who it works with. It focuses on purpose-driven clients and is clear about who it won’t work with. Some agencies sign the Clean Creatives pledge, committing to decline contracts with fossil fuel companies, trade associations and front groups.
  • Verifiable credentials. Independent certifications such as B Corp, or memberships such as 1% for the Planet, which you can confirm in each organisation’s own directory.
  • How it handles claims. It insists on evidence for every environmental claim and knows the UK and EU rules.
  • How it uses AI. It can explain where it uses AI, how work is checked, and how it handles disclosure.
  • Its own footprint. It can explain how it reduces its own impact, from website hosting to travel..

For a starting point, see our roundup of the best sustainable marketing agencies in 2026, and our examples of sustainable marketing for campaigns that worked, and one that didn’t.

FAQs

What is the difference between a sustainable marketing agency and a regular agency? A sustainable agency applies sustainability to every part of its work: who it works with, how it evidences claims, how it uses tools like AI, and how it reduces its own footprint.

Do sustainable marketing agencies use AI? Many do, but carefully: for research, analysis and drafting, with human review, fact-checking and disclosure where required.

How does AI search affect sustainable brands? AI summaries now answer many searches before people click. Brands with clear, specific, well-evidenced content are more likely to be described accurately and cited.

Do sustainable marketing agencies only work with green businesses? Most focus on purpose-driven organisations, from climate and nature to hospitality and social enterprises. Many will also help businesses at the start of their sustainability journey, as long as the commitment is genuine.

What is a B Corp agency? A business certified by the non-profit B Lab for meeting its standards on social and environmental performance, transparency and accountability.

Work with a sustainable marketing agency

Growfish is a Bristol-based sustainable marketing studio working exclusively with purpose-driven organisations across Brand & Design, Web, and Search & Discoverability. If you’d like help telling your sustainability story clearly and credibly, for people and for AI search, we’d love to hear from you. Get in touch with Growfish

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FAQs

What is the difference between a sustainable marketing agency and a regular agency? A sustainable agency applies sustainability to every part of its work: who it works with, how it evidences claims, how it uses tools like AI, and how it reduces its own footprint.

Do sustainable marketing agencies use AI? Many do, but carefully: for research, analysis and drafting, with human review, fact-checking and disclosure where required.

How does AI search affect sustainable brands? AI summaries now answer many searches before people click. Brands with clear, specific, well-evidenced content are more likely to be described accurately and cited.

Do sustainable marketing agencies only work with green businesses? Most focus on purpose-driven organisations, from climate and nature to hospitality and social enterprises. Many will also help businesses at the start of their sustainability journey, as long as the commitment is genuine.

What is a B Corp agency? A business certified by the non-profit B Lab for meeting its standards on social and environmental performance, transparency and accountability.

Work with a sustainable marketing agency

Growfish is a Bristol-based sustainable marketing studio working exclusively with purpose-driven organisations across Brand & Design, Web, and Search & Discoverability. If you’d like help telling your sustainability story clearly and credibly, for people and for AI search, we’d love to hear from you. Get in touch with Growfish

Sources

portrait of Marta Gintowt
GET IN TOUCH

Written by
Pollyanna Durbin

For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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How to Reduce Your Digital Carbon Footprint: 2026 Guide

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Every website visit, email, video call and AI prompt uses energy, and every device we use eventually becomes waste. Individually these impacts are tiny. Across a whole business, and a whole economy, they add up, and with AI driving rapid growth in data centre energy...

The Benefits of Hiring a Sustainable Communications Agency

The Benefits of Hiring a Sustainable Communications Agency

by | Sep 30, 2024 | Green Business, Sustainable Marketing

The Benefits of Hiring a Sustainable Communications Agency

As dystopian footage of environmental degradation floods our screens, marketing mirrors societal trends with the growing demand for sustainable communications agencies. Customers want to know what you’re doing. However, regulators are also paying closer attention to what you claim, and a clumsy message can undo good work.

This guide explains what sustainability communications involves and which mistakes to avoid. It also helps you decide whether to handle it in-house or work with a specialist.

What is sustainability communications?

Sustainability communications is how an organisation explains its environmental and social work, and why that work matters. For example, it covers the claims on your website and packaging, your social media and your reports. It also includes the conversations you have with customers, staff, investors and partners.

Done well, it does more than promote. In fact, it helps people understand the issues, builds trust in your organisation and encourages others to act. Done badly, however, it can damage the reputation you hoped to build.

Why sustainability communications is harder than it looks

Many organisations do genuinely good work but struggle to talk about it. Some say too little because they fear criticism, a habit sometimes called “greenhushing”. Others say too much, too vaguely.

Expectations are also shifting. Many consumers say sustainability influences what they buy. At the same time, they are increasingly sceptical of broad claims.

Regulators are watching more closely, too. In the UK, the Competition and Markets Authority’s Green Claims Code sets out how businesses should make environmental claims. In addition, the CMA has been able to enforce consumer law directly since April 2025. As a result, it can now fine businesses up to 10% of their global turnover for breaking consumer law.

Common mistakes to avoid

Vague language. Words like “eco-friendly”, “green” and “sustainable” mean very little on their own. Instead, say exactly what you’ve done and what difference it makes.

Claims you can’t back up. Before you publish, ask yourself a simple question. If someone challenged this claim, could we show the evidence?

Cherry-picking. Highlighting one small initiative while ignoring your biggest impacts gives a misleading picture. This is true even if each statement is accurate.

Overstating offsetting. Claims such as “carbon neutral” that rely heavily on offsets attract scrutiny. Therefore, be clear about what you’ve reduced and what you’ve offset.

Promises without a plan. Targets such as net zero are only credible if you can explain how you’ll get there.

Saying nothing at all. Staying silent avoids criticism. However, it also means missing the chance to share real progress and encourage others.

How a sustainable communications agency can help

Clear, credible messaging. A specialist can turn technical work into plain language that people understand. Just as importantly, that language should hold up to scrutiny.

Checking claims before they go out. A good agency will test your claims against guidance such as the Green Claims Code checklist. It will then flag anything that needs more evidence or clearer wording. For complex or high-risk claims, you should also take legal advice.

Reaching the right people. Knowing who cares about your work and how to reach them makes your communications far more effective.

Lower-impact digital work. Websites and content use energy every time they load. So lighter pages, fewer heavy files and efficient hosting all help reduce your digital footprint.

Flexible expertise. For many smaller organisations, working with an agency can be more cost-effective than building an in-house team. You get strategy, design and production skills as and when you need them.

Learning what works. Tracking reach, engagement and enquiries shows how your communications are performing. As a result, you can refine your approach over time.

How to choose the right partner

Look for an agency whose experience and values match yours. For instance, these questions will help you find out:

  • Which sectors have you worked in, and can you show examples?
  • How do you check claims before you publish them?
  • What do you do when the evidence is mixed or the story isn’t flattering?
  • How do you reduce your own environmental impact?
  • Above all, a good partner will tell you what they won’t claim for you, not just what they will.

Getting started with sustainability communications

Growfish is a Bristol-based sustainable marketing and communications studio. If you would like help with our communications, get in touch.

Sources

 

portrait of Marta Gintowt
GET IN TOUCH

Written by
Pollyanna Durbin

For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

SHARE

Related Posts

How to Reduce Your Digital Carbon Footprint: 2026 Guide

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Oct 3, 2026 |

Every website visit, email, video call and AI prompt uses energy, and every device we use eventually becomes waste. Individually these impacts are tiny. Across a whole business, and a whole economy, they add up, and with AI driving rapid growth in data centre energy...

Sustainable Marketing Agencies in Mallorca: Amplifying the Sustainable Tourism Transformation

Sustainable Marketing Agencies in Mallorca: Amplifying the Sustainable Tourism Transformation

by | Sep 30, 2024 | Sustainable Marketing, Sustainable Tourism

Sustainable Marketing Agencies in Mallorca: Amplifying the Sustainable Tourism Transformation

Mallorca, with its stunning beaches, vibrant culture and awe-inspiring landscapes, has long been a sought-after summer travel destination with tourism numbers growing exponentially each year. Like many holiday destinations in Spain however, the island’s popularity comes at a cost, with the environmental and social implications of mass tourism becoming increasingly evident in recent years.

In this guide, we look at what is happening in Mallorca and how the island is responding. We also share practical lessons for tourism businesses, including the new EU rules on green claims that now apply in Spain.

What is happening with tourism in Mallorca?

Tourism drives Mallorca’s economy, but many residents feel the island has reached its limit. In August 2024, for example, more than 100 members of the “Occupem Les Nostres Platges” (“Occupy Our Beaches”) movement gathered on S’Arenal beach in Palma. They called for stricter limits on tourism, citing housing costs and overstretched public services.

The environmental pressure is also clear. The Mallorca Sustainability Observatory, set up by Banca March and the Mallorca Preservation Foundation, studied tourism’s impact in 2022. That year, Mallorca received 11.48 million visitors. The study found that the average tourist’s carbon footprint was almost double the average resident’s. Tourists averaged 11.2 tonnes of CO2, compared with 5.8 tonnes for residents. Transport made up 45% of the tourist figure.

How is Mallorca responding?

Local and regional authorities are taking several steps. First, the Balearic Government has charged a sustainable tourism tax on stays in tourist accommodation since July 2016. The money funds projects that help offset tourism’s impact on the islands’ land and environment.

Meanwhile, the Mallorca Responsible Tourism Foundation, part of the Consell de Mallorca, runs a responsible tourism pledge. Residents, visitors, businesses and institutions can all sign it. Its eight principles cover practical behaviour, such as:

  • taking litter home and recycling correctly
  • sticking to marked paths and leaving wildlife alone
  • saving water and energy during your stay
  • buying local food and crafts
  • protecting seagrass meadows by not anchoring nearby
  • respecting residents’ rest hours

Notably, the foundation’s current campaign, “I take care of you, you take care of me”, focuses on mutual respect rather than restrictions.

Why sustainable tourism marketing matters in Mallorca

Marketing helped make Mallorca famous, so it shares some responsibility for what happens next. In fact, the aim of sustainable tourism marketing here is not to attract more people. Instead, it is to change when people visit, where they go and how they behave once they arrive.

This is a delicate balance. Promote the wrong thing and you add to the pressure residents are protesting about. Get it right, however, and your marketing can support the island’s own efforts.

Five ways to market responsible tourism in Mallorca

Spread visits across the year. Peak summer brings the most pressure. Therefore, give people good reasons to visit in spring, autumn and winter, such as hiking, cycling or quieter beaches.

Promote lesser-known places with care. Encouraging visitors beyond the hotspots can ease crowding. However, it can also move the problem somewhere more fragile. So think about capacity, and talk to local communities before you promote a new spot.

Champion local businesses. Feature local producers, guides and craftspeople in your content. This way, more of the money visitors spend stays on the island.

Help guests behave well. Share practical guidance before and during each stay. For instance, you could link to the pledge in booking emails or explain what the tourist tax pays for.

Be specific about your own impact. Tell guests exactly what you do, such as how you save water or source food. Above all, avoid vague words like “eco-friendly”, which now carry legal risk in the EU.

Sustainable tourism marketing and the new EU rules

Since 27 September 2026, new EU rules on environmental claims have applied in Spain. They come from Directive (EU) 2024/825, often called the Empowering Consumers Directive. As a result, several types of claim are now high risk:

  • generic claims such as “green” or “eco-friendly”, unless you can show recognised excellent environmental performance or state the specific benefit alongside them
  • claims about a whole business when the benefit only covers one part of it
  • promises about future performance without a clear, public plan

If you market to EU customers, review your website, booking pages and social media now. For complex cases, take legal advice.

Frequently asked questions

What is sustainable tourism marketing?

Sustainable tourism marketing promotes travel in ways that reduce harm to places and communities. Rather than chasing visitor numbers, it shapes when people travel, where they go and how they behave.

Why are people in Mallorca protesting about tourism?

Residents have raised concerns about the lack of affordable housing, overstretched healthcare and crowded beaches. They also point to disrespectful behaviour by some visitors.

What is the Mallorca responsible tourism pledge?

It is a voluntary commitment run by the Mallorca Responsible Tourism Foundation. It asks residents, visitors and businesses to help protect the island’s nature, culture and communities.

Getting help with sustainable tourism marketing

Growfish is a Bristol-based sustainable marketing and communications studio, if you’d like help marketing your tourism business responsibly, get in touch.

Sources

 

portrait of Marta Gintowt

Written by
Tiggy O’Connnor

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For more information about growing your sustainable business with a sustainable marketing strategy, get in touch with a member of the team at growfish.co. We’d love to hear form you!

GET IN TOUCH

Related Posts

How to Reduce Your Digital Carbon Footprint: 2026 Guide

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Sustainability in Ibiza: Building a Resilient Local Economy

Sustainability in Ibiza: Building a Resilient Local Economy

by | Sep 4, 2024 | Green Business, Sustainable Marketing

Sustainability in Ibiza: Building a Resilient Local Economy

Like many popular holiday destinations in Spain, the “party island” Ibiza, is suffering from the environmental and social consequences of mass tourism. However, a growing number of local initiates and businesses are laying the foundation for a more environmentally conscious and economically resilient island. In this article, we’ll dive into the growing importance of fostering sustainability in Ibiza and the grassroots initiatives leading the charge.

 

What Are the Environmental Issues in Ibiza?

In 2023, a record 3.7 million tourists flocked to Ibiza for its stunning beaches and vibrant nightlife, putting considerable strain on the island’s infrastructure and local environment. The unsustainable development driven by tourism has led to resource depletion, waste management issues and extensive habitat loss. Fragile ecosystems are threatened by urbanisation and tourism projects, including golf courses and marinas. In addition, the increasing demand for water and energy has spurred reliance on polluting desalination plants. Fostering sustainability in Ibiza is becoming increasingly necessary as traditional farming declines, biodiversity suffers, and forest fire risks rise. Despite tourism posing significant challenges to the island, the industry accounts for 84% of the island’s economy. As outlined in this post, urgent action is needed to build a sustainable economy that balances tourism with environmental preservation. 

Nurturing Sustainability in Ibiza

Cultivating sustainability in Ibiza is challenging due to the island’s history of unsustainable economic development driven by rapid tourism-driven growth. Shifting Ibiza’s economy away from its heavy reliance on tourism and towards local, sustainable businesses is crucial for developing the local economy. The solution lies in grassroots initiatives that prioritise a local, circular economy. Involving local communities, and encouraging practices that reduce reliance on external resources while protecting the island’s natural ecosystems is essential for achieving long-term sustainability in Ibiza.

Sustainability Initiatives in Ibiza

Fortunately, Ibiza is not short of sustainable initiatives working to build a sustainable economy on the island.

Juntos Farm: Accelerating the Transition to Local Regenerative Food System

Juntos Farm started as a family project in 2018 and has since turned into a community hub, dedicated to organic, regenerative farming practices. They don’t use pesticides or synthetic fertilisers, focusing instead on supporting soil health and biodiversity. The initiative goes beyond simply growing food, serving as a flagship destination to support a local regenerative food system in the hopes of “restoring the ‘culture’ in ‘agriculture’”. By addressing the challenges facing small-scale organic farmers, they’re paving the way for a more resilient agricultural sector on the island.

IbizaPreservation: Guardians of the Island’s Natural Beauty

IbizaPreservation stands as a crucial force in promoting environmental stewardship. This non-profit foundation works to conserve and regenerate Ibiza and Formentera’s natural environment. Their efforts span various sectors including land protection, biodiversity, marine conservation, and waste management. Here are a few of their key initiatives: 

  • Sustainability Observatory: this project tracks socio-environmental issues on the island, providing valuable data to guide conservation priorities. 
  • Circular Economy: raising awareness and promoting more sustainable and circular habits to tackle problems like Ibiza’s waste crisis. 
  • Ibiza Produce: a platform connecting local producers with consumers to regenerate soils and landscapes, and develop the local economy. 

Six Senses: Luxury Meets Sustainability in Ibiza

Six Senses Ibiza is leading the hospitality sector in embracing sustainability in Ibiza. As the first BREEAM-certified resort in the Balearics, they’ve set a new standard for sustainable luxury. Their dedication to using local and organic materials in construction and operations showcases how high-end tourism can coexist with environmental sustainability. 

In addition, their sustainability efforts extend beyond their own operations. They also support local organisations making positive social and environmental impacts, through their Sustainability Fund. This approach demonstrates how businesses can support their local communities to foster sustainability in Ibiza. 

Ecofeixes: Ibiza’s First Organic Cooperative

Ecofeixes, a cooperative of organic producers, is revolutionising Ibiza’s organic landscape. Comprising 14 farms across the island, they’re on a mission to promote local organic products and improve their accessibility. By supporting Ecofeixes, consumers contribute to the development of the local economy, conservation of heritage landscapes, and reduction of CO2 emissions. This initiative exemplifies how sustainable agriculture can benefit both the environment and the community.

Casita Verde: Educating for a Sustainable Future

Education is key to long-term sustainability, and Casita Verde is at the forefront of this effort. This ecology and education centre teaches sustainable, healthy living through the practical application of permaculture principles and the use of alternative energies.

Casita Verde offers visitors unique experiences, from tours to workshops, helping them adopt more fulfilling and ecological lifestyles. Their work in networking with like-minded organisations amplifies their impact, creating a ripple effect of sustainability across Ibiza and beyond.

Electro Solar: Harnessing Ibiza’s Sunshine

With over 300 days of sunshine annually, Ibiza is perfectly positioned to leverage solar energy. Electro Solar, a specialist residential solar energy installation company, is helping islanders tap into this abundant resource. Their work not only reduces energy bills but also contributes to a cleaner environment.

Electro Solar aren’t just installing solar panels; they’re empowering Ibiza’s residents to take control of their energy consumption and reduce their carbon footprint.

Sustainability in Ibiza: Building a Circular Economy

A circular economy in Ibiza would mean reduced waste, more efficient use of resources, and a more resilient local economy. These initiatives are more than isolated efforts; they’re interconnected solutions building a sustainable economy across Ibiza. By promoting local production, collaboration, and regenerative practices, they’re laying the foundation for a robust circular economy. To learn more about circular economies and other sustainability principles, check out our glossary of key sustainability terms. 

How Sustainable Marketing Agencies in Ibiza Can Accelerate Sustainability

As we’ve seen in this post, Ibiza is not short of sustainable initiatives working to protect and regenerate the island’s resources and secure its future. The challenge now is to amplify these efforts to speed up the transformation of the island’s economy. Undoing Ibiza’s unsustainable economic model and building long-term sustainability requires collaboration. Sustainable marketing agencies in Ibiza have a critical role in promoting sustainability and shifting consumer behaviour. As outlined in our previous blog post, sustainable marketing agencies in Ibiza have the power to catalyse sustainable solutions like those mentioned above. By harnessing the power of digital marketing, sustainable marketing agencies can help these organisations stand out and inspire positive change.

 

For sustainable businesses and organisations in Ibiza looking to amplify their efforts and have a positive impact, consider partnering with a sustainable business like Growfish.co.

 

Sources

https://www.theguardian.com/world/article/2024/may/25/tourism-surge-forcing-ibiza-workers-to-live-in-car-parks

https://ibizapreservation.org/en/1323-2/#:~:text=Water%20Scarcity%20%26&text=Escalating%20water%20demand%20from%20mass,and%20Formentera’s%20soaring%20energy%20demand

https://www.electrosolaribiza.com/

https://www.ecofeixes.com/

https://www.casitaverde.com/

https://juntosfarm.com/?srsltid=AfmBOop95t9cYr8KYQR3UZrdLrz2Lpj69QR_1IAio5VOxtHbidAec34x

https://ibizapreservation.org/en

portrait of Marta Gintowt
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Written by
Pollyanna Durbin

For more info about growing your business with a sustainable marketing strategy, get in touch with us at growfish.co

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