Reisen: Die Amerikaner kommen – und verändern den Tourismus auf Mallorca

Mallorca had traditionally been a stronghold of European tourists, primarily from Germany and the United Kingdom. However, this dynamic may shift in the future. Since 2022, United Airlines has offered direct flights from New York to Palma, leading to a significant increase in US tourists on the island. Bartolomé Deyá Tortella, dean of the Tourism faculty at the Universitat de les Illes Balears, notes that Americans spend considerably more than Europeans, focusing on the Mediterranean lifestyle, local cuisine, and wines.

This influx of well-heeled US tourists bolsters the current trend towards luxury on the island. Last year, 300,000 US citizens visited the Balearic Islands, a 16 percent increase from the previous year. For the upcoming season, Mallorcard predicts a further 40 percent rise in demand from the US market. While US tourists still number comparatively few, they could influence pricing, especially in Mallorca.

According to tourism experts, American visitors exhibit a different willingness to pay compared to their European counterparts. Statistics from the INE reveal that Americans spent an average of 129 euros per day on the Balearic Islands during the last peak season in 2025, compared to 91 euros for German tourists. American tourist expenditures on hotels, restaurants, rental cars, or boat tours rose to 236 million euros in the 2025 summer season, up from 162 million euros three years prior.

Additionally, hotel bookings show that Americans are more inclined to spend less on all-inclusive packages, opting for platforms like Booking.com or booking individually. Boutique hotels in Mallorca's countryside or capital Palma are their preferred choice. Bartolomé Deyá Tortella explains that Americans seek the essence of Mediterranean life in Mallorca, with its reputed best food and wines – something traditionally found in Italy, especially Tuscany.

The island has gained popularity due to movies and TV series like The Crown, filmed in Mallorca last season. Moreover, American celebrities such as Nicole Kidman have shown their love for the island, lauding it on social media after filming there in 2023. The completion of a 500-million-dollar yacht belonging to US billionaire Jeff Bezos underscores Mallorca's allure.

Furthermore, the island frequently appears in US travel and vacation rankings in publications like Forbes. The Balearic government has sought to diversify its tourism market by courting airlines from the US, the Middle East, and Asia to reduce dependence on a few origin countries. United Airlines launched direct flights from New York to Palma in 2022, now operating three times weekly.

In 2025, Air Canada joined with three weekly flights from Palma to Montreal. The trend towards luxury is evident, with several luxury hotels opening or upgrading to five-star status in recent years, such as the Mandarin Oriental in Palma's harbor and the Vier Jahreszeiten in Formentor. Noting that Mallorca is already overwhelmed by tourists, experts warn that the influx could worsen the situation.

Marga Prohens, regional government chief of the Balearics, advocates for growing value rather than quantity to ensure public welfare. Last year, tourist spending in Mallorca surged by 4.6 percent, more than double the 1.7 percent increase in visitor numbers. US travel agents are already present in the island's luxury segment, with The Agency, a US Nobelpriced agent, opening a branch in 2023. A year earlier, Warren Buffett's investment firm, Buffett's Be, established an office in Mallorca.