On the surface, Jaume Pujol might pass for any teenager fresh out of school and ready for a carefree summer in the Mediterranean.
But behind his easygoing presence and youthful charm lies one of the most influential young voices challenging the very foundation of Majorca’s economy: its tourism industry.
At just 16 years old, Jaume has already emerged as a prominent figure in the growing anti-tourism movement sweeping through popular European holiday spots.
Fueled by frustration and inspired by Greta Thunberg, he’s not spending his summer basking on beaches but rallying for change.
Spearheading a Movement Across Europe
Last weekend, Jaume took part in coordinated protests across Southern Europe under the umbrella of the Southern European Network Against Tourism.
From the Canary Islands to Italy, demonstrators rallied against the tidal wave of tourism overwhelming their communities.
In Palma, Jaume was front and center. Ahead of the main event, he live-streamed a dramatic protest in which activists blocked a sightseeing bus and set off smoke bombs. T
hen, at the rally, he read aloud a fervent manifesto denouncing the economic model driven by tourism and calling for a radical rethink.
Passion Meets Reality
While Jaume’s passion is evident, the solutions he proposes are hazier.
He doesn’t call for a complete end to tourism but envisions a return to a more self-reliant Majorca—one not held hostage by mass tourism.
Yet with 90% of the island’s population depending on tourism, his dream clashes with the hard realities of economics.
Still, his commitment is unshaken. Even under threat—he’s received chilling death messages from far-right extremists—he continues to speak out.
Despite fearing for his safety, he refuses to be silenced.
A City Changed Beyond Recognition
The transformation of Majorca over the decades supports many of Jaume’s concerns.
Once-sleepy villages like Peguera have been overrun by development and foreign investment.
The quaint charm that once defined the island has been replaced with gaudy tourist strips and overpriced real estate.
Local property agent Alex Hervas paints a clear picture: prices are soaring, driven by foreign buyers.
Apartments are sitting empty for most of the year, owned by absentee landlords.
Meanwhile, young Majorcans are priced out of their own communities and often forced to leave.
Divided Opinions on the Ground
Despite growing support, not everyone in Majorca is on board with the protests.
Many workers—those in shops, taxis, and hotels—acknowledge the problems but fear the collapse of the very industry that supports them.
They’ve seen the devastation caused by the pandemic and know the risks of alienating tourists.
Even within the protest movement, there’s debate.
The network’s leader, Daniel Pardo, insists their campaign isn’t politically motivated, though many see leftist ideology running through its veins.
Seeking a Middle Ground
Local tourism board president Eduardo Gamero is among those pushing for reform without revolution.
He supports limits on tourism, like capping hotel beds and cruise ship arrivals, but warns against drastic measures that could push tourists toward competing destinations like Turkey or North Africa.
With 2.3 million Brits visiting Majorca each year, tensions between tourism’s benefits and burdens are reaching a boiling point.
Jaume and his allies may not have all the answers, but they’ve sparked a crucial conversation about what the future of Majorca should look like.
Whether you agree with the protest tactics or not, one thing is clear: the island’s young generation is demanding change, and their voices are getting harder to ignore.