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

• Euronews, Overtourism protesters take over popular Mallorca beach demanding controls on visitor numbers(August 2024)
• Majorca Daily Bulletin, Carbon footprint of Mallorca’s tourists almost double that of residents (November 2023)
• Government of the Balearic Islands, Impuesto Turismo Sostenible (in Spanish)
• Mallorca Responsible Tourism Foundation, Our Pledge for responsible tourism
• Baker McKenzie, Spain: EU green claims rules apply from 27 September (September 2026)

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