As iconic European destinations grapple with the adverse impacts of overtourism, some places like Venice have created entrance fees, while in Athens, travelers have to reserve time to visit the Acropolis. On the Spanish island of Mallorca, an audacious movement is capturing global attention for its unique—and controversial—approach to keeping tourists away from its azure waters and stunning coastlines.
Faced with the prospect of losing their paradise to an ever-swelling tide of tourists, local activists known as “Caterva” have taken an innovative stance against this encroachment.
At the heart of their campaign are fake warning signs posted on some of Mallorca’s most popular beaches. Seemingly ordinary to passersby, these signs bear unsettling messages in English like “dangerous jellyfish” or “falling rocks” or “no swimming.”
Calo des Moro in Mallorca. Spain—one of the most beautiful beaches in Europe.
However, the clever twist lies in the dual message—hidden lines of text in Catalan beneath these warnings convey the true intent. While tourists are led to believe they face physical dangers, the locals who decode these secret messages are met with bold statements like “the problem isn’t a rockfall, it’s mass tourism,” or the satirical note that the beach is “open, except for foreigners and jellyfish.”
Subversive yet brilliant, these cryptic messages reveal the actual peril: the influx of mass tourism. In 2022, the Balearic Islands drew over 16 million visitors, with Mallorca’s August influx alone surpassing the island’s total population. Projections suggest this year’s numbers could soar even higher.
During the summer season, the lines to access Mallorca’s best beaches and the fights over resort sun beds mirrors a battlefield more than a holiday haven. However, it’s not just the scramble for beachfront real estate that’s causing concern.
Mallorca and its sister islands have been contending with a longstanding struggle against raucous behavior, alcohol-fueled revelry and the chaotic aftermath of rowdy tourists. Stringent measures have been put in place, ranging from smoking bans on beaches to limiting the number of all-inclusive alcoholic drinks that tourists can purchase. But despite efforts by local authorities and the Balearic Government to enforce stricter rules, the tide of tourism excess has proved difficult to stem.
Diving in the sea from a cliff on the island of Mallorca.
Caterva’s intention is to awaken residents to the urgency of the situation and turn the tide against unchecked tourism. In a social media post, the group claimed that the campaign is being done with a bit humor in response to “la #massificació turística” (which translates as “the #massification of tourism”).
The campaign has ignited a vigorous debate on Mallorca and beyond. Critics argue that such tactics tarnish the island’s image, while supporters laud the activists for their unorthodox yet impactful approach. The crux of the matter is the delicate balance between the economic benefits of tourism and the preservation of Mallorca’s natural beauty.
As the movement continues to gain momentum, Caterva’s innovation has thrust local authorities into action. Proposals including tourist quotas and initiatives to cultivate responsible travel practices are in the pipeline.
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