Travel agents and tour operators from the UK and Germany are turning their attention to the growing challenge of overtourism in the Balearic Islands, amid rising public protests against overcrowding in popular destinations. Against this backdrop, Mallorca will host the 2025 annual convention of the Association of British Travel Agents (ABTA), returning to the island for the first time since 2011. The event starts todays at the Calvia Beach Resort in Magalluf.
The decision was announced at the close of last year’s convention in Costa Navarino, Greece. ABTA CEO Mark Tanzer said he was “delighted” to be returning to Mallorca after 14 years, highlighting the island’s “rich tourist offer” that “is constantly evolving” and remains immensely popular with British visitors. He added, “Mallorca is an incredibly important destination for the UK travel trade. For this reason, it is the only destination that has hosted the ABTA convention in every decade since the 1970s.”
The convention will bring together more than 300 industry professionals, including senior executives from Jet2, EasyJet Holidays, British Airways, and TUI, alongside policymakers and international operators. Central discussions will focus on “finding the right balance between destinations, residents and visitors” and rethinking tourism models to ensure a more sustainable and responsible future.
Tanzer highlighted recent developments in Calvia, particularly in Magalluf, as a key factor in the choice of location. “I am looking forward to showing this exceptional location to our delegates next year,” he said. Calvia’s mayor, Juan Antonio Amengual, described hosting the convention as “a great honour” and an opportunity to showcase why the municipality is a leading Mediterranean destination.
The timing of the convention coincides with ABTA’s 75th anniversary, underlining the significance of the event on the global tourism calendar. With dozens of British journalists from outlets including The Times, The Telegraph, The Sun, and The Guardian expected to attend, the gathering promises to shine an international spotlight on how Europe’s most popular holiday spots can confront the challenges of mass tourism while embracing sustainable growth.
TUI has already acknowledged that the Balearics may have reached capacity limits and is exploring ways to divert visitor flows during peak periods, including shifting attention to less crowded alternatives such as Turkey, Egypt, and emerging destinations like Albania. Industry leaders say such measures could ease pressure on the islands while offering fresh options for travellers.
By combining lively destinations with proactive discussions on responsible tourism, ABTA’s convention in Mallorca aims to celebrate the region’s appeal while steering the industry toward a sustainable and mutually beneficial future for residents and visitors alike. Delegates will stay at the Meliá Calvia Beach Hotel and the neighbouring Meliá South Beach Hotel.