20-05-2025
Spain ditches influencers after disastrous bid to get social media 'celebrities' to promote destinations saw quiet spots swarmed by thousands, prompting protests by locals
Spain 's Balearic Islands have stopped using influencers to promote holiday hotspots and warned that 'selfie tourism' is ruining the region's most beautiful beaches.
The move comes a year after jeering Mallorcan protestors descended on an Instagram-famous beach and blocked visitors from entering in a bid to combat mass tourism.
Local authorities had originally hoped social media stars would help relieve the strain on some locations frequented by tourists by encouraging visitors to explore less popular sites.
But the strategy has seemingly backfired, as some of these remote locations have now become flooded with selfie-snapping visitors, causing even more overcrowding and sparking further fury from locals contesting 'over tourism.'
'It has had the complete opposite effect to what was intended and runs contrary to government policy on containing tourism,' a spokesman for the Balearic tourism department admitted over the weekend.
One distinctive example is Calo des Moro, a small cove on the island of Mallorca which holds around 100 visitors.
But after an online celebrity shared the spot with their followers, it became inundated with tourists.
Mayor Maria Pons last year revealed that up to 4,000 people and 1,200 vehicles were descending on the cove every day.
Local authorities had originally hoped social media stars would help relieve the strain on some locations frequented by tourists by encouraging visitors to explore less popular sites
In response, local authorities removed all pictures promoting Calo des Moro from its official website.
Elsewhere in Ibiza, the local government has closed off access to popular viewpoint at Es Vedra after residents complained about overcrowding.
The influencer ban comes a year after hundreds of campaigners stormed Calo des Moro in Mallorca made famous around the world by Instagrammers - as locals vowed to 'reclaim' the stunning spot from holidaymakers.
More than 300 protesters descended on the cove last June as they unfurled a huge banner stretching across the beach which read: 'Let's occupy out beaches.'
Others stayed in a nearby car park and distributed leaflets in English and German informing tourists about the mobilisation - forcing tourists to turn back and leave the cove.
Footage from the demonstration shows a woman sitting across a path leading down to the popular Caló des Moro while a local shouted at would-be tourists to 'go, go, go!'
Another man sporting long hair and tattoos is seen explaining to disgruntled holidaymakers that 'tourists have taken over the beach... for one day, we're going to enjoy it', before gesturing at them to leave.
Ukrainian Kristina Vashchenko, 20, was forced to retreat along the craggy rocks leading down to the stunning bay after locals alerted each other to her presence by whistling.
Kristina, originally from Mariupol but now living in Germany, said: 'I saw pictures on TikTok and wanted to come but we just realised that there are protests by people who live here.
'So now we're looking for another beach to go to.'It is a shame but I appreciate that we are guests on their island and they live here.
'It will not be difficult to find another beautiful beach to go to.'
The impact of mass tourism on Caló des Moro sees six tonnes of sand disappear from the cove every three months - with 70kg disappearing in towels and footwear every day.
Locals say the cove, accessible by traversing down rocks and passing 120 steep steps, is used as a dumping ground by tourists who are too lazy to make the return journey with their possessions.
Spain was rocked by anti-tourism protests last summer, which saw tens of thousands of fed up locals filling streets across the country.
Anti-tourism campaigners have long been contesting the current tourism model, claiming that many locals have been priced out by holidaymakers, expats and foreign buyers.
Last year, Spain saw a record-breaking number of tourists, with over 15 million visitors flocking to the island of Mallorca alone.
In response, protestors took to the streets across Spain, leaving countless visitors fuming after paying hundreds of pounds to enjoy their holidays abroad.
Actions included marches on the street with protesters chanting 'tourists go home', as well as demonstrations on beaches which saw locals boo and jeer at sun-soaked tourists.
In one particular instance, up to 50,000 locals descended onto the streets of the Mallorca capital Palma.
Meanwhile in Barcelona, some 2,800 people marched along a waterfront district of Barcelona to demand a new economic model that would reduce the millions of tourists that visit every year.
Protesters carried signs reading 'Barcelona is not for sale,' and, 'Tourists go home,' before some used water guns on tourists eating outdoors at restaurants in popular tourist hotspots.
Chants of 'Tourists out of our neighbourhood' rang out as some stopped in front of the entrances to hotels.
Last month, anti-tourism campaigners issued a chilling warning to British holidaymakers after they threatened to unleash more chaos.
With summer holidays looming, the Mallorcan anti-tourism campaign group Banc del Temps Sencells posted a video hinting that there will be more action taken this year.
Over the weekend, thousands of fed-up locals kicked off demonstrations across the Canary Islands.
Holidaymakers were forced to cower in hotels on Sunday as anti-tourist protests stormed the streets of the Canary Islands, disrupting bliss for the thousands of Brits abroad.
Demonstrators marched with the slogan 'Canarias tiene un limite' (The Canaries has a limit, while slogan were chanted such as: 'El dinero del turismo, donde está?', meaning 'The money from tourism, where is it?'
One placard read: 'Stop excessive tourism… this is our home,' while another said: 'My misery is your paradise'.
A banner declared the Canary Islands 'is no longer a paradise' thanks to tourism.
Another sign was inscribed with the words: 'tourists swim in s**t', referencing the large amount of sewage water that is dumped into the sea - the majority of it, activists say, coming from hotels and tourist accommodations.
Other placards in Spanish said: 'Don't sell your homes to guiris!'
Guiri is a Spanish slang word for British and other tourists.
Demonstrators could also be heard shouting 'Canarias No Se Vende', meaning 'The Canary Islands Are Not For Sale,' while the blew whistles and proudly held Canary Island flags in the sky.
