Calvià's mayor, Juan Antonio Amengual, responds to the 'Més Turisme, Menys Vida' campaign and argues that the debate should focus on how to better manage tourism activities, not on rejecting them.
Calvià's mayor, Juan Antonio Amengual, has addressed the controversy generated by the 'Més Turisme, Menys Vida' campaign, which spreads messages against touristification and encourages direct actions against tourist establishments. In statements to the media, Amengual defended that the debate should not focus on rejecting tourism, but on the need to manage it better, reduce pressure during peak months, and extend economic activity over more months of the year.
Tourism management and reached limits
The mayor acknowledged that administrations are aware that certain limits have been reached in terms of tourism, especially in July and August. In this regard, he recalled that the Govern, the Consell de Mallorca, and the municipalities have recognised the need to move towards a more orderly and balanced management. Among the measures, the Consell proposes limiting vehicle entry to the island, while the Govern incorporates artificial intelligence tools to regulate visitor flows.
“The seasons of July and August have even been reduced in recent years, and what we are looking for is to extend the season,” Amengual explained. De-seasonalisation is one of the keys to reducing tourist concentration during peak months, better distributing economic activity, and promoting more stable employment.
According to the mayor, extending the season allows for extending economic activity, employment, and ultimately, the well-being of the citizens. Calvià, which generates 85% of its GDP thanks to tourism, must continue to advance towards a model based on coexistence, sustainability, and the quality of life of residents.
Rejection of the campaign and call for responsibility
Amengual emphasised that the freedom to protest is a right, but he called for responsibility from the campaign's promoters. “Tourists in Mallorca and Calvià have always been welcome, and I believe it is a mistake to take these actions,” he pointed out. The mayor reiterated that he does not share or support the campaign, although he acknowledges the right to protest.
He specifically requested that “vandalism, graffiti, or any gesture that causes rejection towards the people who visit us” be avoided. “We are peaceful people, calm people, and we do not like to point fingers. In the end, it is a few who graffiti an anti-tourism message that does not represent us all,” he concluded.
For the residents of Calvià, the message is clear: tourism remains the economic engine, but management must improve to avoid saturation. The City Council is working on measures such as limiting tourist places and promoting activities outside of peak season. The upcoming low season, which starts in October, will be the first test of these policies.
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