The persistence of the sun and sand tourism model

The Balearic Islands are one of the world's leading markets for sun and sand tourism. As an example of mass tourism with high environmental costs, they have been condemned by some authors as entering a final phase of decline. In this paper, the Balearic tourist market is analysed, posing three hypotheses: (1) During recent years certain characteristics of sun and sand tourism have changed, but the tourists' behaviour and needs are far removed from “new tourism” stereotypes. (2) As a sun and sand holiday destination, the Balearic Islands have undergone a considerable restructuring process directed at offering improved quality, and it is, in fact, a competitive destination. (3) The model's persistence, in the long term, must be based on the adaptation of the sun and sand tourism model within the framework of sustainable development.