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The director of a major hotel group has warned that Majorca is at "full capacity", warning that "the only thing you can do is raise prices". Joan Trian Riu, managing director of Riu Hotels and Resorts, said his firm is in a "privileged position" where prices are being raised to meet high levels of demand for the largest Balearic island. Majorca welcomed more than 19 million visitors last year, dwarfing its population of just under one million and marking a year-on-year rise from 18.7 million in 2024.

The increase was in spite of an outbreak of anti-tourism protests and restrictions on foreigner footfall including a crackdown on illegal short-term lets and limitations on cruise ships. Backlash to the trend from Majorcan residents centres around a spike in house prices linked to demand from abroad, as well as rising cost-of-living and strained local infrastructure.

Mr Riu warned that the unprecedented volume of holidaymakers is depriving locals of basic essentials, calling for change to ensure life on the island remains financially and logistically feasible.

"We're at full capacity, and the only thing you can do is raise prices," he told the Majorca Daily Bulletin. "Majorca is a limited territory, and we know what happens during the peak tourist season.

"We are also seeing traditional shops in [capital city] Palma or in towns disappearing and being replaced by international franchises or by places where they serve you avocado toast, which is more of the same.

"Society largely agrees on these problems, but bold decisions need to be made."

"Do we have the carrying capacity?" he continued. "How do we define it, and what measures do we take to ensure it's met? What's clear is that if we do nothing, this won't be sustainable."

Mr Riu also called on Balearic authorities to ensure funds generated by tourist taxes are used intentionally to tackle the problems causing local unrest.

"It has to be targeted, directly related to reducing the negative effects of tourism and improving the infrastructure affected by tourism activity," he said.

While overall footfall marked a new high in 2025, peak months saw a moderate decrease in visitor numbers from the previous year, giving some hope that efforts to discourage visitors are taking effect.

July saw an overall 0.8% drop in visitor numbers, with the percentage of British travellers falling even further, by 2.2%.