Under the slogan “Balearic Islands, let’s care for them together,” the campaign aims to encourage responsible behaviour and foster coexistence between tourists and residents
The campaign by the Balearic Islands Tourism Strategy Agency (AETIB) will run throughout the high season in major access points to the islands and on social media.
The Balearic Islands Tourism Strategy Agency (AETIB) has launched a new awareness campaign today to promote responsible tourism in the Balearic Islands. The main goal is to encourage responsible behaviour among tourists, foster harmony between visitors and residents, and raise awareness about the islands’ commitment to sustainability.
To achieve these goals, the campaign features eight different messages that address the key challenges the islands face as a tourist destination: respect for the environment, efficient water use, illegal accommodations, sustainable mobility, respect for local culture and heritage, promotion of local products, ensuring residents’ peace, and avoiding excessive behavior to support coexistence.
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The Balearic Government Launches New Campaign to Promote Responsible Tourism in the Islands
Under the slogan “Balearic Islands, let’s care for them together”, the campaign is strategically designed to reach tourists upon arrival via the main access points to the islands. Starting today, it will appear in all Balearic airports (Palma, Ibiza, and Menorca), and from July, it will also be visible at maritime terminals across the four islands, as well as through social media and Google Ads.
The campaign will be available in six languages: Spanish, Catalan, English, German, French, and Italian, and will remain active throughout the high season.
The campaign seeks to make a direct impact on the audience by asking a personal, thought-provoking question (“Are you responsible?”) to prompt reflection on one’s behaviour while on vacation. It uses striking, provocative visuals to ensure the message stands out amid a sea of commercial advertising.
“We stand for moderation and responsible tourism,” stated Jaume Bauzà, Minister of Tourism, Culture, and Sports. “And what better place to showcase our values to tourists than at the gateway to our islands: the airports.”
The campaign will be displayed in the airports of Palma, Ibiza, and Menorca via a network of digital MUPIs (billboard screens) located at the baggage claim areas, where the different visuals and languages will rotate. In Palma Airport, the campaign will also appear in the arrival area of Module D, with additional placements to be added depending on availability.
All creative pieces link to a campaign landing page via QR codes on printed materials or clickable links in digital ads, offering tips and behavioural guidelines for responsibly visiting the Balearic Islands.
This new Responsible Tourism campaign by AETIB is funded by the European Union’s Recovery, Transformation, and Resilience Plan – Next Generation EU funds.
In line to directly engage travellers at the islands’ entry points, AETIB has also launched a second campaign in Terminal B (inter-island terminal) of Palma Airport. Titled “The Reason Is You”, this campaign is aimed at residents and focuses on how government investments in sustainability are transforming the destination. It was first presented at Fitur 2025.