By Gecko Studio · updated October 2026
Total tourism in the islands grew by 8% in the first quarter of 2024, while new rules raised questions about visitors from the United Kingdom.
The 2024 season in Ibiza and Formentera had arrived, and the first three months showed 8% growth in total tourism. However, fewer German visitors and new regulations that could affect British tourists posed real challenges for the sector. The figures below are from that first quarter of 2024; they are a useful snapshot, and the section at the end explains how to use a number like this without being led by it.
Tourism growth in the first quarter of 2024
The first quarter brought encouraging data that contradicted speculation about tourism in Ibiza and Formentera. According to the Balearic Islands' statistics institute (IBESTAT), total tourism grew by a notable 8%, pointing to a solid post-pandemic recovery.
Breaking the figures down, domestic (Spanish) tourism rose by 13.69%, with 92,112 visitors against 81,020 the year before. Spaniards are rediscovering and choosing destinations close to home, perhaps because of the short distances and easy travel.
International tourism, on the other hand, fell slightly, by 1.51%. The figure is modest, but it could make it harder to attract visitors from abroad. The causes may be varied: fierce competition from other destinations, changes in travellers' preferences, economic factors and international tensions.
French and Italian visitors lead the growth
In the IBESTAT statistics, France and Italy stand out as the main growing international markets. French tourists rose by an impressive 57.84%, reaching 8,056 in the first quarter, confirming Ibiza and Formentera as favourite destinations.
Italian tourism also grew solidly, by 11.05%, to 7,935 visitors, showing that Italians keep returning to the island year after year, drawn by its beauty, the variety of activities and its proximity.
Germany, by contrast, fell by 3.27%, to 30,895 tourists. The drop stands out because German tourists are an economically important segment for the islands. Bear in mind, though, that these figures cover only the first three months of the year, and the fall may reflect a shift in seasonal preference, with visitors choosing the warmer, busier months.
The impact of the new responsible-tourism regulation
On 10 May, Decree-Law 1/2020 was amended and is now titled "for responsible tourism and improving the quality of tourist areas". The rule bans drinking alcohol in the street in the affected areas, except on terraces and in legally authorised areas, with fines ranging from €500 to €1,500 for breaches.
Some British media did not welcome the change and spread rumours of a possible fall in tourism from the United Kingdom, suggesting visitors might be unhappy with the new rules. However, Jaume Bauzá, the Balearic tourism minister, said the data show the "loyalty" of British tourists to the islands, with numbers recovering to pre-pandemic levels despite the negative headlines.
Digital transformation in the Balearics
Tourism is the economic engine of the Balearic region, and several measures have been taken to improve service, the most important being digitalisation. The Spanish government has launched several initiatives, notably the "Kit Digital" programme, designed to help micro-businesses, SMEs and the self-employed obtain the digital tools they need to grow, reach new markets and develop their full potential (how it works with us).
Digitalisation in these regions still faces significant challenges, however. A report on the digital maturity of businesses in Eivissa (Ibiza), presented by Maria Fajarnes, the island councillor for Economic Promotion, Municipal Cooperation and Human Resources, together with the secretary general of the business association PIMEEF, found that digital transformation is complex and affects people, production processes and the technology used.
The analysis covered 81 SMEs in the island's five municipalities. Most (27.20%) are in retail and 23.50% in services. The report reveals that 74% of these businesses are still at the analogue stage (46%) or the early stage of digitalisation (28%), a situation common to every municipality.
Miguel Ángel Jiménez, SEM and SEO Account Manager at Gecko Studio, a digital marketing agency specialising in the Ibiza tourism sector, says demand for digital services is still seasonal, with a significant rise in high season. He also stresses the importance of consistency in marketing to get a positive long-term impact, noting that it is neither profitable nor effective to act for only five months of the year.
The most requested services are web design, SEO, SEM and social media management. "Today's user is increasingly demanding: they want speed and solutions, they compare prices and quality, and they do not settle for the first thing they find. On the island, it is impossible to compete without a website. Moreover, a combined website and SEO strategy is crucial, because it wins visibility in search engines and builds a solid presence in an increasingly saturated market," says Jiménez.
He adds that his tourism clients' marketing is focused mainly on key markets such as the Netherlands, the United Kingdom, Germany and France, considered powerhouses in this market, and which deliver a strong return on investment.
Looking ahead
Despite the challenges, Ibiza and Formentera have a promising outlook for the 2024 season that was just starting. Sustained growth in the domestic market, new rules to encourage more responsible tourism and a renewed focus on digitalisation position the islands to seize emerging opportunities and overcome obstacles in the international market.
With a committed local community and a clear strategy, Ibiza and Formentera are ready to offer unforgettable experiences to their visitors and remain a favourite for travellers from all over the world.
Using a quarterly figure without being led by it
A quarter's data is a good starting point and a poor business plan. A figure like "domestic tourism is up and international is slightly down" tempts two opposite reactions: pile into the market that is growing, or defend the one that is falling. It is rarely the right call. What matters is where your own customers come from, and only your own data can tell you that: the language they visit in, the country bookings come from and how far ahead they book.
- Compare the split of website visits by language with the split of bookings. If a language brings visits but not customers, the problem is in that version of the site, not in the market.
- Do not change strategy on the strength of one quarter. Seasonal statistics should be read alongside the rest of the year and the same period of the previous year.
- Pay attention to small markets that are growing. Well-written content in a language with little competition usually ranks sooner than content in the most contested one.
Finally, remember that official figures describe the island as a whole, not your area. The same quarter can be weak in one town and strong in another, and your website has to answer what the traveller who has already decided to come is searching for, not the statistic.
If you are a UK or Dutch business working with the islands, or an island business selling to those markets, our SEO agency in Ibiza can help, and our UK and Netherlands marketing page explains how we work with both markets. You can also book SEO consulting or get in touch.
