San Antonio’s dynamic young mayor Marcos Serra showed up at FITUR 2026 – Madrid’s annual international tourism trade fair – with a clear message: it’s time to update the narrative for San Antonio. Less of the ‘party capital’ clichés – Ibiza’s 2nd largest town wants to be a year-round destination built on gastronomy, culture and sport.
To make the point, Serra rolled out a press offensive aimed at travel, food and tourism media. The pitch? San Antonio as a place where you can eat well, train hard and of course, catch the sunset with a soft or hard drink.
The sports front is already pulling weight. Major events like the Ruta de la Sal sailing race, the Ibiza Trail Marathon and the Vuelta Ibiza MTB cycle challenge draw athletes and fans outside the classic summer window – a direct push against seasonality.
Culture is getting its moment too. The much hyped Okuda San Miguel’s splashy mural on the West End’s main thoroughfare has garnered plenty of headlines and become a neighbourhood catalyst, drawing foot traffic, new restaurants and fresh retail. Next up is the exciting new pedestrian-friendly Vara de Rey boulevard which will link the sunset strip with the urban core of the town.
A massive move by the council to strategically link the town and let’s not forget the recent purchase of the iconic Torres Cinema that promises to add more historical significance to the destination with a firm nod to its colourful past.
Winter programming was on the agenda too in Madrid – from the much coveted Christmas market to the now-iconic World Rice Contest of the ‘Arroz de Matanzas’ both helping to keep the island warm even when temperatures drop. Meanwhile upgraded hotels and a broader mix of tourist markets are pushing forward at pace the whole strategy.
Serra’s bottom line? Collaboration between the public and private sector is the engine that lifts infrastructure, raises standards and brings in a more diverse and sustainable kind of tourism.
We’ve heard it all before but now it’s being backed up by clear actions. There really is a new chapter loading for San Antonio.
Break out the cava! Ibiza is about to have its very own fully functioning Parador – which if you didn’t know is a government owned hotel of historical and cultural value. Yes, after 17 years (basically 5 World Cups, a global recession, a pandemic, and enough municipal meetings to age several governments) the Parador de Ibiza is finally ready to open. Honestly, I’m just happy it’s here in my lifetime.
But I digress – it’s beautiful. It really is.
66 rooms of which 41 are for guests and the rest are for staff – thanks to the Ibiza housing crisis and which feels like the only sane way to solve the problem. There’s a wellness area, outdoor pool, terraces, solarium, and all the cultural trimmings you need to justify 17 years of work. They even built a courtyard with a canopy and a mini auditorium, presumably for events, presentations, and future complaints about pigeons (but I shall come to that later).
Most importantly it sits atop Ibiza’s iconic old town in the most photogenic pocket of D’alt Vila, next to the beautiful cathedral with sea views and just waiting for that thoughtful cultural Instagram pose.
At FITUR in Madrid this week, officials explained the delay of recovering Punic walls, Roman ruins, medieval arches, underground parking, and heritage restorations that made this a really complex project and all joking aside it probably was but it also feels like the construction version of ‘my dog ate my homework’ except the dog is UNESCO.
There’s also a “museumisation” phase (yes that really is a word) still underway (because why finish everything before opening?), but they promise it’ll be done by the end of the year. I believe them… kind of…in the same way you believe airlines when they say your delayed flight will depart ‘soon’.
In the most Ibiza twist imaginable, the Parador now needs a falconer to scare away pigeons. Yes, a literal falconer, as in trained birds of prey patrolling the bastions of D’alt Vila like it’s a medieval Netflix series. They’ll also be trapping invasive snakes and wild cats, because apparently nature didn’t get the memo that tourism is king of the island and just in case you were were wondering the salary for the falconer is €30,000 a year, because of course it is.
Wheels turn slowly in these parts and it’s been a long process (understatement of the year) but everybody’s proud and rightfully so. Ibiza’s Mayor, Rafa Triguero, called the opening a “historic milestone,” which it is – mostly because it survived 17 years of bureaucratic, logistical, and archaeological purgatory to exist at all.
Ibiza also finally joins the Paradores club, becoming number 99 in the national portfolio, the first in the Balearics and another big step towards ‘deseasonalisation’ (another long word) which has been the island’s version of ‘New Year’s resolutions’ for decades.
Am I excited? Yes. It’s gorgeous, cultural, heritage-rich, job-creating and genuinely good for the island. Am I annoyed? Hell yes because it’s been well over a decade of seeing that bloody great big crane which is thankfully no longer there.
But hey it’s here and it’s happening. Reservations start next week and guests arrive late February (hopefully). Better late than never, though if they decide to renovate anything else in D’alt Vila may I humbly suggest we start now for a 2043 grand opening.
It’s prime booking season for spring and summer holidays so let me jump on the bandwagon and give you 9 reasons (amongst many) why Ibiza should be there or thereabouts when deciding on a cheeky weekend getaway or a full blown summer splurge.
Cala Escomdida
1. Crystal-Clear Waters Come for the nightlife, leave in awe of the nature! Ibiza is home to stunning Mediterranean beaches and hidden coves with turquoise water. Its beaches are the jewels on the crown, from Ses Salines to Cala Conta, so many beaches ideal for swimming, sunbathing, snorkelling or simply relaxing with a drink by the sea. My fave: Cala Escondida at Cala Conta
World Class Clubbing
2. Legendary Party Scene Ibiza is pure hedonism if that’s what you want. The White Isle delivers legendary club experiences with some of the biggest names in electronic music and iconic superclubs like UNVS, Pacha, Hï, Amnesia, Ushuaïa, Chinois and many more. Throw in world-class beach clubs and boat parties, these are the moments that define a summer party holiday. My fave: Early evening drinks at O Beach watching the madness unfold
Ibiza’s Iconic Sunset
3. Incredible Music Events & DJs When arriving in Ibiza the billboards will draw your attention showing off Ibiza’s summer calendar packed with the world’s biggest DJ’s, parties, festivals and weekly club residencies. Daytime boat parties, open-air sets, sunset vibes, special events and much more, it’s guaranteed that 2026 will be rich with incredible experiences. Music truly is the language of the soul.My faves: Sunset at Cafe Mambo/Cafe del Mar and Groove Armada at 528
Wellness
4. Chill and Wellness Beyond beaches and nightlife Ibiza has a peaceful side too. Yoga and wellness retreats, eco-friendly hotels, amazing hiking routes, pine forests and iconic spots like Es Vedrà, Ibiza is beloved by those seeking relaxation and personal renewal for good reason. My fave: Morning hike to Bills Paradise
Delicious Sofrit Pages
5. Culture, Markets & Local Flavours The real secret of Ibiza is an island that combines a unique party culture with simplistic old-world charm. Explore the UNESCO-listed Dalt Vila old town, the vibrant hippy markets of Las Dalias and Punta Arabí and enjoy Mediterranean cuisine with local dishes such as bullit de peix – a delicious fish stew & sofrit pagès a hearty traditional stew combining various meats, potatoes, and vegetables. My fave: a cheap menu del dia at a restaurant chatting to the locals
Lobster Paella
6. Amazing Food & Dining Experiences From beachside chiringuitos with incredible views serving fresh seafood to top-end restaurants with eye watering prices to traditional Ibicencan hostelries. Ibiza’s food scene has come on leaps and bounds over the last decade with more choice than ever and offers something for everyone no matter the taste or budget. My fave: Lobster paella at Cala Bassa Beach Club
Fabulous Formentera
7. Formentera by Boat Formentera is a WOW and needs to be seen to be believed. Its uber-relaxed vibe is the perfect counterbalance to the white isle and makes for the perfect day trip whether by ferry or boat charter. With its picture postcard beaches and world famous restaurants it mixes old and new beautifully. Alternatively take a picnic and relax on a white sandy beach watching the world go by. My fave: Easy food at Tiburon restaurant with amazing views
Incredible Hikes
8. Mixture of Vibes: Party and Relax The true X-factor is keeping a group of friends or family happy on every level and this is where Ibiza excels. Whether you want non-stop nightlife or tranquil beach days and spa time, Ibiza offers a unique blend of high-energy and chill-out experiences, perfect for different travel styles in one incredible trip. My fave: Hike in the morning menu de dia for lunch then sunset at Kumharas
Amazing Villas
9. Early Booking Means Better Options Ibiza is one of the worlds top summer hotspots so booking early for 2026 helps secure the best villas, hotels and experiences, often with better availability, early-bird discounts and more time to plan your perfect itinerary. It’s a shameless plug but also good advice. My fave: Booking a villa in the hills of Ibiza with like minded friends
The White Isle continues to outshine its rivals because it sells a feeling not just a destination. Freedom, intensity, beauty and belonging supported by smart branding, local entrepreneurs, natural assets and a high-value tourism economy makes Ibiza the envy of other destinations but there are issues that have been bubbling under for years and will become front and centre in 2026.
TOURISM MODEL Let’s start with the dreaded ‘turismophobia’ which symbolises this issue in one over used, press friendly word.
For the record, TURISMOPHOBIA is the term used to describe hostility, resentment or opposition towards mass tourism especially when local residents feel that tourism is harming their quality of life.
Ibiza’s popularity surge has opened the floodgates for increased arrivals from non-traditional markets such as North America and this has put intense pressure on its environment, services and the general community.
Rightly or wrongly (depending on your viewpoint) Ibiza and its larger sister island Mallorca have become torch bearers for Mediterranean destinations struggling with pressure on resources and infrastructure during peak months. Although it’s always been there, tourism saturation is perceived to be affecting quality of life for residents and in the wider sense Ibiza’s traditional identity.
Efforts to shift towards a more sustainable tourism model is causing tension between residents and visitors with local authorities introducing measures such as limits on cars, reduced tourist bed capacity and more regulated tourism planning but managing this transition remains a challenge.
HOUSING AND RENTAL CRISIS Arguably still top of the list in 2026 is affordable housing which is becoming increasingly scarce. Many workers and professionals find rents exceed what they can afford (or earn) driving some into makeshift living conditions like vans or tents.
The shortage also makes it hard for the tourism industry to attract and retain staff during the season. This housing stand-off creates strong social tensions and threatens long-term community stability but the Balearic Government has promised to take action so 2026 should see moves to solve this issue. We are watching.
INFRASTRUCTURE ISSUES Ibiza’s infrastructure continues to struggle with the demands of seasonal peaks. After Formentera introduced a scheme to limit vehicles arriving on ferries a similar scheme has been rolled out in Ibiza to ease road pressure but accountability is opaque. Waste processing systems are being modernised to handle tourist-related spikes but recycling is still a major issue.
After the floods of September and October 2025 which attracted worldwide headlines, major sewage overhauls are planned in 2026 to prevent flooding and improve water management. These projects reflect longstanding infrastructure struggles that need sustained investment and have been found wanting in 2025.
ENVIRONMENT Ibiza’s natural environment is its biggest asset but is under constant stress from tourism and climate issues. Water scarcity and groundwater depletion are concerns during peak seasons while waste volumes far exceed typical levels especially during the summer months.
Recycling is evident but not as enforced as it should be and a delicate marine ecosystem face threats from pollution and unregulated anchoring by large boats in the summer months but after lots of negative press this is being monitored more closely by the authorities.
Efforts to protect these resources and advance eco-tourism are underway but the balance between short and long term goals is fragile.
ECONOMIC PRESSURES Ibiza’s economy for decades has long depended on seasonal tourism particularly nightlife and the party culture but local politicians are trying to diversify, recognising that tastes are changing. Recent trends show a decline in certain types of high volume tourism due to stricter regulations and resident pushback such as San Antonio’s West End but now the town hall is offering incentives for businesses to change to a more family friendly model.
As seen at the big 3 European travel markets of London, Berlin and Madrid there’s a push to diversify toward wellness, culture, nature and year-round economic activity. This adjustment can create economic uncertainty for businesses reliant on the old model who refuse to change.
SEASONAL WORKFORCE AND SERVICES The tourist season still dominates local employment and workforce shortages and housing issues will once again complicate staffing in 2026. Thanks to Brexit the historical young (and cheap) British labour market is no more with reliable staff always a challenge to find but minimum wage has finally been raised in 2025.
Public services such as transport, healthcare and waste collection are at breaking point during peak periods and long-term retention of workers is tied closely to resolving the housing crisis.
OVERVIEW As Ibiza becomes even more popular, and with only a limited land surface to work with, if you scratch away at the surface, 2026 will see another challenging year to create the balanced utopia that we all crave.
In truth they’ve never been away however 2025 has solidified Ibiza as the clubbing capital of the world (stop crying your heart out Las Vegas et al).
UNVRS has raised the bar with sheer size and production and other clubs have benefitted on the back of it by offering more old school nights.
For example, Chinois in Ibiza Town has been consistently going about its business and has started to reap the fruits of its labour.
While other destinations spend millions trying to reinvent the EDM genre, decades of unforgettable summers, legendary nights and word-of-mouth stories created a self-reinforcing myth with people coming to Ibiza expecting the best party of their life – and the island consistently delivers.
Ibiza doesn’t just host club nights, it invented the blueprint, perfected it and, as we have seen in 2025, never stops evolving.
BARS ARE HAVING A TOUGH TIME
There are some notable exceptions to the rule but the humble Ibiza bar that had its heyday in 80/90/00s aren’t having a great time in the not so roaring 20s.
Daytime clubs are thriving, and with some strong new additions such as Clap House and Soho Farmhouse the sector is getting busier and attracting a more cross section of people with a plenty of choice.
The Ibiza club scene is ‘best in class’ so perched between day & night is your traditional Ibiza bar which is steadily losing its audience.
Zero spontaneity from the Instagram herd means that if a bar isn’t on the to-do list because of some gimmick then it’s more than likely going to be struggling during peak season, relying only on shoulder months for footfall.
INFRASTRUCTURE IMAGES
The October storms were a wake-up call for the Balearic Government with urgent improvements long overdue.
The Island bounced back quickly but despite the political manoeuvring and blame game plenty of questions remain as the early warning system sounded late, homes and businesses were inundated, tunnels were flooded and many roads were closed.
There’s lots of work to be done and what exactly is the tourist tax for? With a rumoured $400M unspent in the kitty if it’s not for improving the customer and resident experience then what’s the point of continuing to charge our biggest commodity?
PIKES / 528 BREAKOUT
The creators of Manumission and Ibiza Rocks have struck gold again with 528 Ibiza which was arguably the breakout venue of the summer (UNVRS notwithstanding).
The legendary Pikes has been on the circuit for a few summers and has become more mainstream through its sheer popularity and now with the addition of 528 in the San Antonio hills, the shackles have been thrown off and some incredible artists have revelled in the open air amphitheatre.
It’s been a slow burner for a couple of years but it’s now well and truly on the map. The ‘older’ crowd has never had it so good.
GEN Z – THE NEW WEEKEND WARRIORS
Generation Z are setting the Ibiza agenda with 3 nights now the official average stay on the White Isle. It hits the the sweet spot with a pre-planned itinerary that includes a beach club, a big club night, a recovery day and a final blow-out. Anything longer equals rapidly diminishing returns for their money.
Trips are now planned around Specific DJs, beach club and nightclub days/nights and content for their TikTok and Instagram accounts.
Gen Z’s philosophy is that they can capture the Ibiza experience in a long weekend with a high-intensity, fast-paced experience. A short, stacked trip feels more exciting than stretching it out.
So it’s Ibiza Thurs–Sun then another city later in the year. Great for the big venues but not so much for the small family businesses that have relied on mass tourism for decades.
THE CHANGING FACE OF SAN ANTONIO
For years San Antonio has been undervalued compared to Ibiza Town and Santa Eulalia because of image not fundamentals but the biggest long-term gains come from perception change, not perfection.
Ibiza Town is already priced for excellence whereas San Antonio is being re-priced upward.
The local government crackdown on cheap alcohol and bar crawls is a clear message against low-spend mass tourism. The noise has been reduced but the spend per visitor has increased – in other words fewer tourists, more money.
On an island that has been saturated, San An is where the value is especially as Gen Z & younger Millennials fit the new mould perfectly.
Whisper it loudly because the haters won’t believe you but San Antonio isn’t becoming another Ibiza Town it’s repositioning itself as Ibiza’s west-coast lifestyle and music district.
Have a great festive season, thanks to everyone who read my blog posts and listened to my podcasts in 2025.
Ibiza bounces back after severe flooding but serious questions need to be answered.
In the early hours of Tuesday morning (01 Oct 2025) Ibiza was hit by the remnants of hurricane Gabrielle. While other towns on the island were relatively unscathed, Ibiza Town bore the extreme brunt of Mother Nature.
Word soon spread across the globe as photos and videos were uploaded on to social media laying bare in horrific detail the devastation, it soon became clear that this was one of the most damaging storms in living memory.
Saturated streets, mudslides, rockfalls, collapsed roofs, DC10 under water, UNVRS without power, flights missed, cars submerged, tunnels full of water, the port of Ibiza cascading with water as passengers disembarked up to their knees and the 2 most important hubs of the island – the airport and hospital – both leaking like a sieve. This was a generational event that would be spoken about for years to come.
The following day the water had subsided and the big clean up had started, wellington boots and plastic bags with rubber bands became the required ‘fashion accessory’. Many businesses had been badly affected with water damage, a thick layer of brown mud remained and residents in complete shock.
Amazingly Ibiza once again showed its ability to bounce back. Government agencies did an incredible job to clean up the mess, a special mention must go to ferry operator Balearia which moved quickly to transport 70 vehicles and 140 members of the Military Emergency Unit (UME) from the mainland to reinforce the operations.
Less than 24 hours later and the island was more or less back to full operation which was unthinkable a few hours before but with the calm after the storm some serious questions need to be asked.
The main one is why did the mobile phone alert come through just after midday on Tuesday, hours after the Island had been inundated?
Many had gone to work as usual on Tuesday morning unaware of the chaos they were about to face. Surely the alert should have been sent the previous night, it would have been a shock especially with the harsh ring tone it came with but isn’t that the point, warning the population that Tuesday would be a very different day.
When the alert came through it was all but over and many had driven into the danger areas oblivious of the hazards they were about to face.
Witnesses also say there wasn’t any police presence on major roads warning people or diverting traffic away from the flooded areas which included Can Misses hospital where people were heading for their appointments unaware to what they were about to find.
Also the islands infrastructure needs a serious upgrade, specifically the tunnel on the airport road under the Las Salinas turnoff which inconceivably drains into the normal municipal system and was still closed 3 days after the event. The government have been aware of this since 2007 yet nothing has been done.
The Local Police in Ibiza received over 120 call outs and 1200 homes were left without electricity but thankfully there were no reports of death or serious injury due to the storm.
So many people deserve plaudits for their hard work, in 72 hours they achieved what would normally take 6 weeks but it’s the modus operandi before the event and improvement to existing infrastructure that now needs an urgent and detailed review.
Back in the 80s and 90s Ibiza was a very defined place. Party all night, sleep all day, it was that simple. Space opened in the early 90s and broke the rules with a 6am start but this was more of a ‘carry-on” rather than a daytime venue.
By the early 2000’s daytime had started to become a thing. The Liverpool club Garlands had captured a voracious market for dancing in the daytime with their legendary Kanya parties in San Antonio before an ill fated move to Playa den Bossa put the brakes on but the seed had been sown.
Ibiza Rocks’ iconic concerts with some of Europe’s biggest bands had pushed evening starting times even earlier (mainly due to noise controls) and Carl Cox’s takeover at Space started at 8pm. Something that was unheard of a decade earlier.
Ushuaia opened in 2010 and copied the Ibiza Rocks model with daytime and evening events and then the beach clubs came to the fore.
O Beach, Nikki Beach, Nassau, Blue Marlin, Beachouse, Amante, Clap House, Beso Beach, El Silencio, Elements to name but a few that are now open for business. There’s something to wet everybody’s whistle from dancing semi naked with flying dinosaurs to delicious sushi on leopard skin beds and everything in between. The explosion of Ibiza’s daytime venues has been both unstoppable and remarkable.
Then we have Ibizas super clubs led by 2025’s opening of UNVRS, the self styled world’s first ‘hyper club’ and who can argue. Let’s add Hï, Pacha, Amnesia and DC10 into the mix and also throw in Chinois, Es Paradis and Eden with the biggest names in EDM music every night.
I’m not even going to go into Ibiza’s amazing culinary scene which is genuinely world class.
The options are limitless. Mind blowing if, like the majority of people, you only come to Ibiza for 3 or 4 nights.
So in an overpopulated marketplace something’s gotta give so what about Ibiza’s famous bar scene? It was the backbone of the hedonistic White Isle society through the ages but is now finding it tough, positioned between the growing number of daytime venues and the night clubs.
I’m not including the bars that are destination venues, such as the sunset bars which are a phenomenon all to themselves. Who doesn’t come to Ibiza and have sundowners in an iconic surrounding like Mambo, Cafe del Mar, Kumharas, Mint Lounge, Sunset Ashram, Hostal la Torre and all the rest. These aren’t bars anymore, they are experiences with food and sometimes a hefty minimum spend.
The humble bar where you walk in and have a beer or a gin and tonic and shoot the breeze are the ones getting squeezed. Their market is diminishing as there isn’t enough hours in the day. It’s all about daytime parties where you dress to impress in secure surroundings, food, sunset cocktails, super clubs with world famous DJ’s. In other words Instagrammable moments.
Whereas once it was cheap hotels, sleeping on the beach all day, a pre-party, sitting on stools watching the club parades, a mini bar crawl then clubbing into the small hours, now it’s a 4 or 5 star hotel and a pre-planned schedule for 18 hours a day with very little room for spontaneity.
The beauty of Ibiza is that it’s an ever changing environment that constantly reinvents itself. That’s why it’s at the top of its game but also why some traditional businesses have been overtaken. What’s the next big thing going to be?
You may or may not have heard of him, the eponymous hero of his own story, the clue is in the self titled name. He made his reputation on the notorious stag and hen circuit in Benidorm offering tailor made packages and running his own travel agency and bar, parading around town in his hi-vis supercar, happily posing for photos with whoever wants one.
Frank clearly understands the power of social media and, as many do, he likes to document his life online. A no holds barred blitz of verbal diarrhoea documenting his thoughts, ideas and wishes including, rather bizarrely, details of his partner Jade who performs a live sex show much to his delight. As he says himself he loves ‘watching her get railed’. Each to their own and they are consenting adults so it’s none of anyone else’s business whatever sexual fetish they so choose to partake in. It’s all part of the strange make up of this couple and maybe to some, part of the attraction.
Where the story becomes relevant to this self titled ‘Man in San An’ is Frank’s quest to conquer San Antonio’s West End through his alleged ‘purchase’ of the Lux nightclub formerly known as Play 2, home of a thousand memories for those lucky enough to be in San Antonio during the glory days of the 90’s and 00’s.
Judging from the online comments (and private Whatsapp messages) it’s safe to say that Frank is a marmite figure but he has a loyal following back in Benidorm and plays to his strengths and his adoring crowd. Where this tale becomes slightly more dramatic is his online strategy of pronouncing himself to be the chosen one sent to ‘save’ the West End, the infamous street stretching a couple of hundred metres in the urban centre of San Antonio.
Watching and listening to his online posts was a mixture of high octane energy mixed in with a touch of delusion and a rounded off with some ‘Jackanory’ (look it up kids) but who doesn’t like to spin a tale on social media these days especially when you’re trying to sell something. Some might say he’s another online narcissist hooked on the attention that only social media can shine a light on but I couldn’t possibly comment and maybe people in glass houses shouldn’t throw stones, but these platforms can work both ways and it’s a brave decision to become such a vocal disruptor in an already busy street with plenty of characters, petty jealousies and egos.
San Antonio veterans like myself and my social circle have seen it all before, a bravado performance lacking a little in self awareness and asking for trouble. A high stakes game that can make or break a reputation.
Needless to say Frank’s quest to ‘save the West End’ didn’t end well. I had September in the sweepstake so when he packed up his his bright yellow sports car and legged it back to the mainland before the end of July I was annoyed that I hadn’t been braver with my prediction.
It turns out that the West End doesn’t need ‘saving’ after all. It has its challenges, it needs evolution and new ideas and brave decisions but it doesn’t need those looking for a quick buck who don’t understand the dynamic of an area consistently in the spotlight. After retreating to his safe space Frank finally owned up to his ‘failure’ and unsurprisingly it was everyone’s else’s fault except his own.
What is reassuring about this story is that Ibiza is still an incredibly difficult nut to crack especially when you’re trying to bring a bit of Benidorm into the mix. The island has moved on in so many ways and any business needs investment. Not just money but time, effort and real graft rather than a few social media posts promising the world but ultimately delivering very little.
I don’t know Frank or Jade and hold no ill will for him or his modus operandi and at least they ‘had a go’ even if they did leave with their tails firmly between their legs but Ibiza isn’t Benidorm or anywhere else in the world for that matter. I hope he continues to be successful wherever he chooses to operate but let the Stagman’s tale be a cautionary one for those looking to reinvent the wheel and make some quick euros on the White Isle. As the old saying goes….you don’t choose Ibiza, Ibiza chooses you.
On Sunday morning I decided to take a walk. I won’t bore you with the details but I was trying out a rucksack I had purchased for my winter travels. I was bumbling along at a gentle pace when I happened upon a scene of pure carnage at Es Pouet beach near the NYX hotel in San Antonio. Several ambulances with flashing lights, 3 people being attended to, one of them in a very bad way.
It was a scene of nightmares. I saw a guy I knew with his wife who was obviously still in shock. They had witnessed the accident, had been right next to the three young ladies as they had been mown down by the big Jeep Wrangler driving erratically, hitting a lamppost and a bin.
It was 11.30am on a Sunday morning for god’s sake. I hung around like a spare part taking a few photos as is my instinct at these times. I put the pics on our British Association whatsapp group to share the news and someone came back straight away with the following
“I saw this guy driving near my work this morning. He was on the wrong side of the road as had a balloon going on”
Let that sink in for a minute.
Words truly fail me at these times. The witness at the scene described to me in detail what he had seen and said straight away that he feared the worst for the young girl and unfortunately he was proved correct when a little later word came through that she had tragically passed away. Innocently walking down the street on a Sunday morning in the Ibiza sunshine.
It’s times like this when I hate it. The whole free spirit thing, do what you love, love what you do but I need to remind myself that the man arrested for this heinous crime is the exception not the rule. We can’t blame anything or anyone apart from him for his actions. He was the one speeding, he was the one sucking on a balloon in a 1 ton vehicle which became a deadly weapon.
It could have been my friends, it could have been my children, it could have been you or me but tragically it was 3 innocent young ladies in their early 20s who were in the wrong place at the wrong time minding their own business until a selfish show off in a powerful SUV decided that his petty enjoyment was more important than the life of a girl he will never know but always remember.
The arrested man will now face justice and be given what he deserves, I will leave that to the Spanish courts but whatever he subsequently has to face it will be nothing compared to the news that some poor parents are now trying to process. A daughter on holiday who won’t be coming home.
Has the penny dropped yet? Activists on Spanish streets shouting anti tourist slogans, graffiti on Barcelona walls saying ‘tourist go home’, keyboard warriors always willing to double down on why ‘tourism’ is such a dirty word. Idealist thinking at its most dangerous.
Empty streets, staff being laid off, restaurants 40% down in Mallorca, Balearic businesses closing. Can you join up the dots here? It’s August and tempers are starting to fray but the current situation has only shined a brighter light on Spain and Ibiza’s issues and many are seeking answers. The Ibiza business model that took 40 years to mould has taken 5 years to destroy.
Social media might tell you that all in the garden is rosy however as any serious user of ‘InstaSnapFace’ knows you should never let the facts get in the way of a good story, like influencers peddling their ‘perfect lives’ until you meet them only to realise they are neurotic basket cases using likes and views as their only currency.
If I’m not making any sense then let me spell it out with a simple equation. Tourismophobia + high prices + poor service = trouble.
But this is only half the story on the White Isle. 3 night weekend offenders who pre-book everything and only use the same 10 businesses (that all have a digital marketing army behind them), adult only signs, a small amount of families (who rarely leave their all inclusive hotel), an airport arrival lounge that doubles as a discotheque, fluid hotel pricing to eye watering levels and many other things are marginalising the middle market mass tourism that historically accounted for the majority of Ibiza’s income.
The world is too small, there are too many other options to think you can pull the wool over the eyes of those valuable tourists. The re-emergence of Greece, the consistent quality of Turkey, the new markets opening up, forever tempting the tourist dollar. As any holiday company boss will tell you, it’s a cut throat business.
Ibiza has world class day and nightclubs, a rich culinary history that has now added top-end restaurants, a UNESCO world heritage site equivalent to any in the Mediterranean, natural beauty beyond compare. All the ingredients are there yet the final recipe is a bitter taste to many.
It’s a new order and many businesses are struggling under the pressure. The complementary offering can’t get a foothold anymore and whereas in previous years many could withstand the odd bad year, now it’s almost impossible.
The big businesses are becoming all powerful, there’s no room for others. The investment is so high that no stone is left unturned in the pursuit of success. Places that previously relied on historic goodwill have their wings clipped so are unable to function like before. Never has the phrase ‘the rich get richer and the poor get poorer’ been so apt. The Ibiza of 2025 is a relentless, ruthless place unforgiving for those who aren’t on the same page or lucky enough to be on the top table.
Ibiza is and always has been an incredible destination but the equilibrium is now so skewed that it’s creating social tension which has spilled over and blamed the one thing it can’t do without, the proverbial shooting yourself in the foot.
And guess what…. it looks like those pesky tourists who come over to Spain and the Balearics, and more specifically Ibiza and Mallorca, with pockets full of credit cards and have the audacity to enjoy themselves have started reading the headlines with placards and graffiti saying ‘tourist go home’. As the old saying goes, you reap what you sow.
MAN IN SAN AN by Martin Makepeace 