Addressing WTM London, Homar conceded that positioning Majorca as a high-end destination hadn’t helped overcome overtourism, but he argued new technology solutions might.
In 2025, Majorca will invest €1.2 million in technology to manage crowds. Homar said the installation of cameras at beaches was one example of how Majorca was investing to overcome overtourism.
“We’ve tried to deal with overtourism through demand,” he said, speaking as part of a panel exploring how destinations are managing overtourism challenges. “We thought, ‘let’s market ourselves as an expensive destination’. It’s been a failure.
