For decades, Mallorca’s tourism story has been closely linked to its European neighbours, particularly Germany and the UK. But there is another market that is becoming increasingly noticeable: the United States.
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In 2025, 211,453 tourists resident in the US visited Mallorca, an increase of 8.8% on the previous year. Across the Balearic Islands, the figure reached 333,561, up 19.7%. Americans are still a small proportion of Mallorca’s overall visitor numbers, but their growth is considerably faster than the island’s tourism market as a whole.
A growing market
The scale of the difference becomes clearer when you look at Mallorca’s traditional markets. In 2025, the island welcomed more than 4.57 million German visitors and 2.28 million from the UK, compared with just over 211,000 from the United States.
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So this isn’t a story about Americans replacing Mallorca’s traditional visitors. It is about another market gradually becoming more important.
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Mallorca received 1.4% more tourists overall in 2025, while the number of US-resident visitors increased by 8.8%. The American market is therefore growing at a noticeably faster rate than tourism to the island as a whole.
Direct flights are making Mallorca easier to reach
One obvious factor is connectivity.
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Palma Airport currently has a direct connection with New York/Newark through United Airlines, giving American travellers the option of reaching Mallorca without first connecting through mainland Spain or another European airport. Aena lists Newark as United’s destination from Palma.
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The wider US-Spain market is also expanding. Turespaña recorded 4.45 million US tourists visiting Spain in 2025, an increase of 4.3%, while spending by American visitors reached approximately €10.2 billion, up 13%.
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For Mallorca, direct air connectivity makes the island easier to consider as part of a longer European trip — particularly when combined with Palma’s position as both a city and a gateway to the rest of the island.
Mallorca fits what American travellers are looking for
There is also evidence that Mallorca already has strong appeal among potential American visitors.
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Research commissioned by Turespaña found that 62% of surveyed American international travellers expressed an interest in visiting Palma de Mallorca. Among the experiences American travellers are interested in when visiting Spain, culture and history, gastronomy, and nature and landscapes all feature strongly.
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That combination happens to fit Mallorca particularly well.
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A visitor can spend a few days exploring Palma, then head into the Tramuntana, visit villages and wineries, explore the coastline or simply spend time on the beaches. The island offers a much broader experience than a traditional package holiday.
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And that may be part of the reason Mallorca is increasingly appearing on the radar of long-haul travellers.
Why does the market matter?
American visitors are also an attractive market for the wider Spanish tourism industry because they tend to generate relatively high levels of expenditure.
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In 2024, US tourists in Spain spent an average of €2,113 per person, with an average stay of around eight days. Turespaña describes the United States as a strategic long-haul market, and the country’s tourism authorities continue to invest in promoting Spain to American travellers.
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Those figures are for Spain as a whole, rather than Mallorca specifically, so they shouldn’t be interpreted as what every American visitor spends on the island.
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But they help explain why the market is attracting attention.
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A different kind of visitor?
There is also an interesting difference in the way the American market fits Mallorca.
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For a European visitor, Mallorca can be an easy short-haul destination: a few hours on a plane and you’re here. For an American traveller, the journey is considerably greater, making the island more likely to form part of a longer trip.
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That suits Mallorca’s growing reputation as a destination where visitors can combine Palma, food, culture, mountains, beaches and outdoor experiences rather than simply spend a week beside the pool.
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It is also a market that Mallorca’s tourism organisations are actively trying to develop, alongside the wider Spanish effort to attract more visitors from North America.
Still a small part of Mallorca's tourism picture
Despite all this, it is worth keeping the numbers in perspective.
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Germany and the UK remain vastly more important to Mallorca in terms of visitor numbers. The 211,453 US-resident visitors recorded in 2025 represent only a fraction of the island’s 13.56 million total tourist arrivals that year.
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But growth of almost 9% in a single year is difficult to ignore, particularly when it comes alongside increasing connectivity and strong interest in Palma among American travellers.
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Mallorca isn’t suddenly becoming an American destination.
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Instead, something more subtle is happening. The island is attracting visitors from a wider range of long-haul markets, and the United States is becoming one of the most noticeable.
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For an island whose tourism industry has traditionally been built around its European neighbours, that is an interesting change — and one worth watching over the next few years.
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