Miralles Rejects 'Tourism Saturation' Slogans
Miquel Miralles, chief executive officer of THB Hotels and president of the Mallorca Hotel Chains Association, has called for tourism to be removed from the political fray, urging stakeholders not to blame the sector for issues unrelated to its operations. Speaking in Palma on Oct. 11, 2026, Miralles described the narrative of "tourism saturation" as a cliché and an easy slogan that oversimplifies complex societal challenges.
Miralles insisted that hoteliers cannot be held responsible for the rise in housing prices on the island. He pointed to population growth and a long-standing funding deficit as the underlying causes of these issues, rather than tourism itself. According to Miralles, tourism and housing have become entangled in ideological battles, with blame placed on the industry through slogans that breed frustration rather than solutions.
The hotelier argued that this framing ignores the structural factors driving economic pressure. He stated that the focus should shift away from blaming hoteliers for problems stemming from deeper causes within the broader economy and public policy framework.
Cracking Down on Illegal Operators
Miralles emphasized the need to tackle illegal holiday lets and encroachment by unlicensed operators in sectors like retail and transport. He stated that these businesses should be cracked down on more effectively so they are not profitable even after paying fines, arguing that such enforcement is necessary to level the playing field for legitimate hoteliers.
Industry Outlook and Economic Uncertainties
Looking ahead to 2027, the Mallorca hotel sector anticipates a mix of confidence and uncertainty. Miralles noted that while tourism markets remain resilient, the industry faces significant volatility regarding oil prices, geopolitical developments, housing costs, infrastructure deficits, and complex regulations.
Airfare trends for the upcoming season present specific challenges. Miralles explained that airlines have hedging arrangements in place a year in advance to maintain prices until the end of the current season. However, future contracts will depend on oil prices, which directly affect airfares. He stated that uncertainty is likely to be the norm, requiring the industry to adapt to rigid legislation, last-minute booking trends, and impacts on labor markets and supply chains.
Despite these headwinds, Miralles highlighted that tourism records are being broken again, with spending rising more than visitor numbers. He emphasized that hotels have focused on increasing value rather than volume for many years and have maintained a stable cap on accommodation capacity for a long time. This strategy contrasts with the perception of unchecked growth often cited in public discourse.
Extending the Season and Political Engagement
Miralles expressed a desire to extend the tourism season to stay open for more months to increase resilience for companies, suppliers, and staff. He noted that while more tourists are not needed in July and August, they are needed in the off-season, suggesting a strategic shift toward balancing demand throughout the year.
Ahead of regional elections in May next year, Miralles plans to reach out to various parties to present their view and outline needs that are essentially society's needs. This effort aligns with broader industry initiatives, such as the Exceltur alliance of leading tourism and travel companies, which has set out a ten-point wish list for the next Spanish Government.