Majorca to launch AI tool to promote ‘sustainable itineraries’

Majorca is planning to launch an AI tool in 2026 to help combat overtourism and promote sustainable itineraries.

Speaking to Aspire at World Travel Market earlier this month, Marco Taboas, director of tourism at Consell de Mallorca, said: “We are moving to a quiet luxury, something that’s less aggressive and very sustainable.”

He said visitors are no longer seeking “typical” experiences, but ones that are “more cultural and more authentic”.

To aid this shift, the Balearic destination is developing an AI tool that will be able to recommend less-touristed experiences and “more-sustainable” itineraries.

“There’s going to be an AI agent who will ask questions and make a small profile [about clients],” Taboas said. “We’re going to let users know via this agent that we have plenty of things that maybe you have never imagined, so their experiences can be different.”

He said the technology will use real-time visitor numbers to advise the best times to visit popular sites and recommend alternative, off-the-beaten track experiences, such as visiting wineries and olive oil producers.

The tourist board’s website is also being redeveloped to ensure all destination information can be accessed in the same place. The new website will launch in March next year, with the AI platform expected to debut by September.

The news comes as the destination comes to the end of its 2025 season, which Taboas said has been “very good”.

He said the average length of stay on the island has dropped from 5.24 in 2024 to 4.88 in 2025, but there is still “more people coming to the airport”.

He attributes this shift to an increase in popularity of city breaks and multi-centre holidays.

“People are not going to stop their travelling. We want to travel more, but we want to spend less days because we want to visit more places,” he said.

Taboas, who also acts as head of Consell de Mallorca’s responsible tourism foundation, hailed the UK as a “really, really important” market, as it is one of the destination’s “main” sources.

Majorca welcomed 2,295,370 tourists from the UK in 2024, and the most recent data shows that 1,963,984 Brits visited the island from January to September this year.

Pictured: Palma, Majorca

Credit: Shutterstock/Yaroslav Syubayev