Shop owners in Majorca are planning to hand out reusable bags to tourists who buy items in their stores, in an attempt to make visitors feel more welcome and appreciated. The initiative will be rolled out on February 27, 2026, and is part of a series of measures that businesses are taking to try and counter the negative publicity generated by the anti-tourism protests.

The Balearics have once rocked by demonstrations against mass tourism in recent months, with tens of thousands of local residents taking to the streets to vent their anger. The new campaign - known as Smile at a Tourist Day - is being organised by the Federation of Retail Employers of the Balearic Islands (Afedeco). It is also linked to the wider #ThanksForVisitingMallorca campaign, led by the Hoteliers Federation in Majorca (FEHM).

The organisers have invited both members and non-members of Afedeco to take part in the initiative, which will take place simultaneously at several well-known spots around the island.

The reusable bags will be printed with the campaign's slogan and are intended to show the appreciation of local shops for tourists. Business leaders hope the small gesture will encourage visitors to fill them with local products and souvenirs to take home.

Joana Manresa, president of Afedeco, said the aim is for every tourist to feel welcomed and appreciated. She explained that the bag is a symbol of the experience visitors should have — exploring the streets, discovering shops, engaging with locals, and taking a piece of Majorca back home.

Manresa acknowledged it was important to maintain a balanced tourism model that best suits the island's current needs. But she emphasised that tourists were very much part of Majorca's history and future, whose stories and cultures enrich local society.

The initiative comes as revenues have fallen by up to 20% in stores across the island, according to Pepe Tirado, president of the Acotur association of tourist services businesses.

Some restaurants are also reporting occupancy rates of just 50%, as fears grow about the impact of the anti-tourism protests that have erupted across Spain in the past few years.

In an attempt to counter the negative publicity, the Hotel Federation of Majorca (FEHM) launched a campaign in June to thank tourists for choosing the island. At an event held next to the Palau de Congressos in Palma, a billboard with words in English was unveiled.

Adapting a popular protest slogan, the billboard proudly says: "Tourist, go home happy. Be happier returning to Majorca soon."

The end of the message is concluded with the word "Thanks" written in capital letters. Javier Vich - the head of FEHM - said the organisation plans to erect 20 billboards carrying the message, as well as displaying posters in the 870 member establishment.