The annual report from the Brussels-based European Travel Commission, which represents national tourism/travel organisations in Europe, pays particular attention to the British market, for which Spain continues to be a leading destination. It highlights the Balearics as once again being among the top destinations for British tourists - the islands are "a safe bet".
However, the report points to Britons beginning to avoid destinations that are "too hot" or feel "overcrowded" and who are therefore exploring alternatives in northern Europe. The hotel sector in the Balearics, concludes the commission, needs to strengthen its positioning outside of the peak summer season.
In 2026, the Balearics will continue to be a "star" Mediterranean destination, but the report points to signs of tension, as indicated by protests and caused by overcrowding. Almost 30% of tourists (not just British) plan to travel outside of peak season in the next two years, primarily to avoid crowds.
Then there is the weather. Heat waves and higher temperatures in the Balearics are increasingly impacting the tourist experience. This is another reason for opting for months outside peak season or cooler destinations.
The report examines social media, as this offers a clear barometer of the state of tourism. In 2025, Europe fell to fourth place globally in positive online perception, hampered by three major issues: extreme heat, overcrowding, and tensions with the local population.
In the case of the Balearics, the report specifically mentions the protests in Mallorca, linked to overcrowding in certain areas and the impact of tourism on services and community life. Negative conversations contrasted with very positive ones, focused on natural beauty, cultural heritage, and more relaxed experiences. This contrast, very evident in the Balearics, reflects the need to better manage volumes and expectations.
2025 was the year tensions became particularly apparent. 2026, the commission says, is shaping up to be a year of decisions - diversifying markets, promoting out-of-season tourism, improving coexistence, and reinforcing a model that allows destinations such as the Balearics to remain leaders without compromising the quality of life of residents or the visitor experience.