Austria is wooing German holidaymakers: Come to us, not to Malle!”

Austria is wooing German holidaymakers: Come to us, not to Malle!”

Current events in Mallorca are putting the German tourism industry in a precarious situation. Austria is responding to the increasing anti-German sentiment with a clear appeal: “Come to Austria and vacation with friends.” The Austrian Ministry of Tourism has published an open letter that offers a welcome alternative in the face of hostile slogans such as “Germans out” and “Foreign buyers, go to hell” in Mallorca. The letter aims to encourage German holidaymakers and to emphasize the deep connections between Germany and Austria oe24.at reported.

The aggressive mood in Mallorca, especially in Santanyí, means that shops owned by German owners and vehicles with German license plates are specifically daubed. It is estimated that between 20 and 30 bars were vandalized. These developments reflect an overarching anger among locals against rising property prices and the housing shortage. The “Menys turisme, més vida” initiative therefore calls for political measures to combat these problems, while politicians see those responsible for the protests as a minority WDR reported.

Background to the anger in Mallorca

The reasons behind the growing hostility are complex and multi-faceted. According to the reports, tourism is responsible for around 40 percent of Mallorca's gross domestic product, but many locals, including representatives of tenant associations and environmental groups, are calling for measures to reduce mass tourism. They warn of negative consequences such as a housing shortage, environmental destruction and a massive increase in rental prices since 2021, while wages have only increased by 7 percent. This problem is addressed by n-tv.de taken up, where concerns about increasing homelessness in Palma are also discussed.

To defuse the tense situation, the Balearic authorities are planning various measures, including deactivating new licenses for holiday apartments and introducing increased tourist taxes. The increase in illegal holiday apartments and the pressure exerted on the infrastructure by the high number of tourists are putting a great strain on the locals. Last year, a total of 19 million tourists visited the Balearic Islands, which is estimated to be over 20 million visitors in 2024.

Austria as an alternative for German tourists

Amid these tensions, Austria is highlighting its tourism offerings, ranging from hikes in the Alps to family holidays on farms to cultural city trips to Vienna, Salzburg or Graz. Tourism State Secretary Elisabeth Zehetner from the ÖVP emphasizes the “real friendship” between Austria and Germany and is optimistic about the arrival of German guests, who are considered important for the added value of tourism in Austria. Austria is using the opportunity to position itself as a safe and welcoming alternative for German tourists, in contrast to the tense situation in Mallorca.