Spain has severed ties with influencers promoting the Balearic Islands’ iconic destinations as officials address the growing issue of “selfie tourism.” The decision follows an overwhelming surge of visitors to locations like Caló des Moro, a Mallorca cove designed to host only 100 people that now receives up to 4,000 tourists daily due to viral social media posts, per Travel and Tour World.

“The influencer campaign had completely backfired,” a Balearic Tourism Department spokesperson acknowledged in a statement. 

Instead of dispersing visitors across the islands as intended, the strategy resulted in overcrowding at previously tranquil spots, undermining government tourism regulation policies.

The environmental toll at affected sites is notable. Caló des Moro loses approximately six tonnes of sand every three months, with 70 kg (~155 lbs) attributed to tourists’ towels and sandals. Visitor litter compounds the problem, as many tourists are unwilling to navigate the rocky terrain or the 120 steps leading to the cove.

Local residents organized protests in June 2024, blocking beach access and displaying banners reading “Ocupem les nostres platges” (“We will occupy our beaches”). Demonstrators distributed informational leaflets in English and German to raise awareness among tourists about overcrowding issues.

New Measures to Address Tourism Pressures

Spanish authorities are implementing several measures to mitigate mass tourism effects. These include visitor caps at natural parks, removal of over 65,000 unlicensed short-term rentals from platforms like Airbnb, new taxes on short-term rentals and property purchases by non-EU citizens, and a proposed 40% reduction in Mallorca’s tourist accommodation capacity.

Spain recorded 94 million international visitors in 2024, with 15 million choosing Mallorca as their destination.

Elsewhere in the world, tourism authorities are ramping up their efforts to attract tourists through influencer marketing, as is the case with Southeast Asia.