The Balearic Islands have launched a new campaign under the slogan “Balearic Islands, let’s care for them together”.
The Balearics Islands Tourism Strategy Agency said the campaign is to ‘encourage responsible behaviour among visitors, improve coexistence between tourists and locals, and raise awareness of the archipelago’s commitment to sustainability’.
It will run throughout the high season and be on display at major entry points to the islands and on social media.
The campaign poses the question of UK holidaymakers: “Are you responsible?”
Jaume Bauzá, Balearic Minister for Tourism, Culture and Sports said: “We’re asking visitors to treat the islands as they would their own home. By arriving with respect, they help us preserve what makes these places so special—for everyone. Like many of the world’s most popular destinations, we face the ongoing challenge of managing tourism responsibly. It is our duty to lead the way in reshaping tourism to be more environmentally and socially sustainable.
“Over the past decade, we’ve prioritised geographic diversification, longer stays, and off-season travel as part of our marketing strategy. Our goal is clear: to ensure a high quality of life for residents and a memorable, meaningful experience for visitors. This is a shared responsibility, for all of us.”
To achieve its goals of ‘raising awareness and shifting behaviours towards a more sustainable and harmonious tourism model’, the campaign communicates eight key messages based on the main challenges the islands face:
- Respect for the environment
- Efficient use of water
- Combating illegal accommodation
- Promoting sustainable mobility
- Respect for local culture and heritage
- Supporting local products
- Respect for residents’ peace and rest
- Avoiding excess and fostering harmonious coexistence
It has launched across all Balearic airports (Palma, Ibiza and Menorca) and from July will also appear in the port terminals at the four islands, as well as on social media platforms and via Google Ads.
The campaign messaging is available in six languages—Spanish, Catalan, English, German, French, and Italian.
This initiative is backed by the EU’s Recovery, Transformation and Resilience Plan – Next Generation EU, reaffirming the Balearic Islands’ commitment to becoming a leading sustainable destination in Europe.
In parallel, there is complementary campaign for residents, titled “La raó ets tu” (The reason is you), on display at Palma Airport’s Terminal B for inter-island flights.
