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A Palma Airport advert has sparked outrage across Mallorca and here’s why

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The Wero billboard at Palma Airport has sparked criticism from politicians who say it sends the wrong message about Mallorca.
Credit : Europa Press

A giant advert at Palma Airport has sparked an unexpected row in Mallorca. The billboard is not promoting alcohol, nightlife or package holidays. It advertises Wero, a digital payment service similar to Bizum.

Yet its slogan has angered politicians and residents who believe it sends exactly the wrong message about the island. Within days, it had become one of the most talked about topics on the island.

The reason was not the product being advertised. It was a phrase that many people in Mallorca felt carried a message they have grown tired of hearing.

The billboard promotes Wero, a money transfer service similar to Bizum. But critics say the slogan echoes one of the most famous tourism campaigns ever created: ‘What happens in Vegas stays in Vegas.’

For some people, that comparison may seem harmless.

In Mallorca, it landed very differently.

The Balearic government has now asked airport operator Aena to remove the advert, arguing that it projects an image of the island that many residents and local authorities have spent years trying to move away from.

Why a banking advert has caused such a strong reaction

The wording on the billboard refers to paying friends back quickly and easily during a trip.

On its own, it sounds fairly innocent. The controversy comes from what many people believe it is referencing.

The slogan has been widely interpreted as a wink to the famous Las Vegas campaign that became globally known in the early 2000s.

That campaign was built around the idea of holidays without limits, wild nights out and experiences best left untold.

Whether the creators of the Mallorca advert intended that comparison or not, many people immediately made the connection.

And that is where the problems began. Tourism councillor Jaume Bauzà described the campaign as unacceptable and argued that it damages Mallorca’s international image.

Politicians from both the Partido Popular and Més per Mallorca have publicly called for the billboard to be taken down.

Their criticism is not really about a payment app. It is about what they believe the slogan represents.

A sensitive moment for Mallorca

The timing probably explains why the reaction has been so strong. Tourism remains the island’s economic lifeblood, but discussions about overcrowding and visitor numbers have become increasingly common.

Over the past few years, Mallorca has found itself at the centre of debates about overtourism, housing pressures and the strain that millions of visitors place on infrastructure every summer.

At the same time, local authorities have tried to promote a broader image of the island.

Beaches remain important, of course. So do restaurants, hotels and nightlife.

But officials have increasingly focused on culture, gastronomy, nature and year round tourism rather than the party destination reputation associated with certain resorts.

That is why some residents saw the advert as a step backwards. For them, it revived a stereotype that Mallorca has spent years trying to shake.

The use of ‘Malle’, a nickname commonly used by Germans when referring to Mallorca, generated criticism as well.

To many German tourists, the term is completely normal. To some locals, it has become associated with a version of Mallorca that feels disconnected from the island’s identity.

Aena says the criticism is misplaced

Aena has defended the billboard and rejected claims that it promotes excessive tourism. The airport operator points out that the advert is marketing a financial service and not encouraging any particular type of behaviour.

It has also stressed that airports do not determine tourism demand.

According to Aena, the number of visitors travelling to Mallorca depends on the destination itself and the tourism offer available on the island. That response has done little to calm the debate.

What makes this story unusual is that almost nobody is arguing about the actual product being advertised.

The discussion is entirely about perception :  One side sees a harmless marketing campaign. The other sees a slogan that recalls a tourism model Mallorca is trying to leave behind.

For travellers arriving at Palma Airport, the billboard may be little more than another advertisement among hundreds of others.

For many people living on the island, however, it has become something much bigger than that. It has become part of a conversation Mallorca has been having with itself for years about the kind of destination it wants to be in the future.

Apartment fire

Two dead after devastating Magaluf apartment fire as faulty fridge suspected

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A deadly fire that ripped through an apartment building in Magaluf in the early hours of Thursday June 11 morning has claimed the lives of two people, left several others in hospital and forced residents from their homes as investigators work to determine exactly how the tragedy unfolded.

The blaze broke out shortly after 5am at the Trianón II apartment block in the Torrenova area, close to the bustling tourist resort of Magaluf. Emergency services rushed to the scene after reports of flames engulfing a third-floor apartment before smoke rapidly spread through the building.

By the time firefighters brought the fire under control, two people had lost their lives and around 20 residents had been affected.

Fridge fault under investigation

Early investigations suggest the fire may have been sparked by an electrical fault in a refrigerator inside one of the apartments.

According to reports, occupants initially tried to tackle the flames themselves, but the fire quickly intensified. Thick smoke soon filled the building’s stairwell, creating what emergency officials described as a “chimney effect” that allowed smoke to spread rapidly through multiple floors.

Firefighters carried out rescues while ambulance crews treated residents suffering from smoke inhalation. Four people remain in hospital receiving treatment, with one reported to be in a serious condition.

Authorities have confirmed that the two victims were in separate apartments. One has been identified as a 58-year-old Argentine man, while the second victim is a woman whose identity has not yet been officially confirmed.

Questions over smoke and escape routes

Investigators believe smoke was responsible for much of the devastation.

The stairwell, which served as the building’s main escape route, quickly became filled with toxic fumes, making evacuation extremely difficult for residents attempting to flee.

Specialist teams are continuing forensic examinations of the building, although officials have stressed that the investigation remains ongoing and no definitive cause has yet been confirmed.

Municipal technicians are also assessing the structural impact of the fire. For now, the apartment where the blaze is believed to have started, along with the flats directly above and below it, have been sealed off.

Hotels step in to help displaced residents

As the community comes to terms with the tragedy, Calvià Town Hall has praised the response from local businesses, hotels and residents who quickly offered support to those affected.

In a statement, the council thanked hoteliers, traders and establishments across Torrenova, Magalluf and Palma for their solidarity following the fire.

Thanks to the collaboration of the local hotel sector, residents who cannot return to their homes this weekend are being accommodated in hotels across the area. Businesses also provided supplies and assistance to emergency services and displaced residents throughout the morning.

The council described the response as an example of the community coming together during an exceptionally difficult day.

Two days of mourning declared

Calvià Town Hall has declared two days of official mourning in memory of those who died.

Flags at municipal buildings will fly at half-mast, while a minute’s silence is due to take place outside the town hall at midday on Friday.

The fire has shocked both residents and visitors in one of Mallorca’s busiest tourist areas. While investigators continue to search for answers, the focus has now shifted to supporting the victims’ families and helping those who have lost their homes begin to rebuild their lives.

What began as an ordinary summer morning in Magalluf has left a community grieving, united by a tragedy that will not soon be forgotten.

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Mallorca

Mallorca newspaper 11 – 17 Jun 2026

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Euro Weekly News delivers the latest news and events for Palma de Mallorca, Palma Nova, Poniente, Santa Ponsa and Alcudia all in one place in English.

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fira de ses herbes

Selva herb fair returns: Mallorca’s most magical tradition blooms again

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The scent of rosemary, myrtle and wild mountain herbs is once again filling the streets of Selva as one of Mallorca’s most distinctive cultural events returns for its 27th edition. The main fair day happens on Saturday June 13, seeing the Fira de ses Herbes transform the picturesque village at the foot of the Serra de Tramuntana into a living showcase of the island’s botanical traditions.

What began as a celebration of the medicinal and culinary uses of local plants has evolved into one of Mallorca’s most beloved annual fairs, attracting visitors eager to experience authentic island culture beyond the beaches and resorts.

A tradition rooted in Mallorca’s past

For generations, Mallorcans have relied on herbs gathered from the mountains and countryside for everything from natural remedies and cosmetics to perfumes, liqueurs and cooking. The fair honours this centuries-old knowledge through workshops, demonstrations, exhibitions and cultural performances.

Visitors can browse stalls packed with aromatic plants, essential oils, natural beauty products, herbal liqueurs and artisan goods, while learning about the traditions that have been passed down through local families for centuries.

Throughout the week, Selva hosts concerts, dance performances, book presentations, community workshops and food events, creating a lively atmosphere across the village.

The ritual everyone waits for

The highlight of the festival arrives on the main fair day, June 13, when locals gather before sunrise to collect murta (myrtle) from the surrounding countryside. The aromatic plant is then carried back into the village in a colourful procession accompanied by music and traditional characters.

As evening approaches, crowds gather in Plaça Major to witness the fair’s most iconic ritual: the distillation of murta water using a traditional copper still. The process has become synonymous with the event and remains one of the most atmospheric traditions on Mallorca’s cultural calendar.

The celebrations continue with folklore performances, giant figures, fire shows, drumming groups and the popular Ball de l’Estol de ses Herbes before the festival closes at midnight.

More than a market

While the herbal market remains a major attraction, the Fira de ses Herbes is ultimately a tribute to Mallorca’s rural heritage and its deep connection with the natural landscape. From the fragrances drifting through the narrow streets to the community spirit that brings together residents and visitors alike, the festival offers a rare glimpse into traditions that continue to thrive in modern Mallorca.

For anyone looking to experience a different side of the island, Selva’s herb fair remains one of the most authentic and enchanting events of the year.

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