At this week’s ABTA Travel Convention in Mallorca, industry leaders gathered for a thought-provoking session titled “Overtourism: Moving the Dial,” exploring how destinations can balance visitor growth with sustainability and local wellbeing.
Opening the discussion, Mayor of Calvia, Juan Antonio Amengual, outlined how the municipality has successfully used real-time data to manage visitor flows and protect residents’ quality of life. “We monitor factors such as sea temperature, beach occupancy and environmental capacity between June and September,” he explained. “This summer, the main beaches of Calvia and Palmanova operated at around 42% capacity — proof that smart monitoring can ensure a better experience for both visitors and locals.”
Calvia’s long-standing relationship with tourism was also reflected in a series of short testimonials from loyal holidaymakers, many of whom have been returning for decades. “It was my first taste of Spain,” said one British visitor. “Now, when I walk through town, people stop to say hello. It feels like coming home.” Others spoke of the warmth and familiarity that keeps them coming back year after year.
“Tourism here is different,” said the Mayor. “When the industry took off in the 1960s, local residents and tourism grew together. That sense of shared ownership still defines us today.”
A new model for Spanish tourism
The conversation then widened to a national and international perspective, led by Manuel Butler, Director of the Spanish Tourist Office in London. Butler praised Calvia’s success as a “smart destination” and pointed to a growing national network of regions using data to manage tourism sustainably.
“Spain is moving from a model based on volume to one based on value,” he said. “We must work together, public and private sectors, and particularly with the British travel industry, which remains crucial. Collaboration is key to achieving responsible tourism.”
Butler noted that Spain’s so-called “shoulder seasons” are expanding, driven by changing demographics and greater flexibility among older travellers. Northern regions such as Galicia and the Basque Country have seen significant growth, partly due to cooler summer temperatures and a growing appetite for gastronomy and authenticity.
Collaboration and redistribution
Industry leaders Zina Bencheikh, Managing Director EMEA at Intrepid Travel, and Ian Corbett, Head of Sustainability at TUI, agreed that overtourism is less about “too many tourists” and more about uneven distribution.
“Some destinations are overcrowded, while others struggle for visitors,” said Bencheikh. “Our role is to spotlight the lesser-known places: the ones that deserve more attention and can really benefit from tourism.”
Intrepid’s “Not Hot List” was cited as one example, encouraging travellers to explore under-visited regions such as inland Greenland or parts of Turkey’s archaeological heartland. “Tourism, when spread more evenly, can regenerate communities,” she added.
Corbett emphasised the importance of shared responsibility and clear destination frameworks. “Every destination has limits,” he said. “It’s for them to decide what kind of tourism, and how much, they want. Once that’s established, the industry can plan accordingly. Collaboration is the only way forward.”
He also noted that emerging technologies, including AI-driven platforms, are helping travellers discover lesser-known destinations and experiences, further supporting the diversification of demand.
From fast to slow tourism
Panellists agreed that responsible, slower forms of travel represent the industry’s future. Butler highlighted the need for “a new business model” where visitors stay longer, connect more deeply with communities, and explore beyond the main resorts.
“Tourism has been a fast economy,” he said. “We must slow down, to give people time to know where they are, to engage with local people, and to experience the destination more meaningfully.”
With initiatives such as Calvia’s real-time data monitoring and Palma’s growing off-season calendar, including the Palma Marathon later this month, Mallorca continues to position itself as a testbed for a more balanced, intelligent future for Mediterranean tourism.