Families, a tourist species in extinction in Ibiza

IbizaNot only lizards are becoming extinct in Ibiza. The family, as a basic unit of tourist consumption, is also rapidly being replaced on the largest of the Pitiusas by groups of clubbers and the 'real rich'. Within the real rich there are also families, it is true – not infrequent are the

The progressive disappearance of families has raised logical concern among the Administration and a part of the Ibizan business community. It is good to be a world power in nightclubs, but many sectors view the fact of being 'only that' with suspicion. The trend was already apparent before the pandemic, but, after the viral apocalypse, Ibiza has been reborn more youthful than ever, more festive and hedonistic, ideal for an Instagram photo like an adolescent who feeds only on likes. No families, therefore. This rebirth is expressed in the best nightlife offer in the world. It is an objective fact. This is recognized by the latest ranking of the magazine DJ Mag and has also been recognized by the 2025 Golden Moon Awards granted by the International Nightlife Association.

77 hotels for adults

It is also expressed in the progressive disappearance of 'normal' hotels and their replacement by adult only, a type of hotel category that seeks the higher purchasing power of young couples as a preferred objective, compared to the traditional prudence of families: if there are four or five of you to spend, you really have to watch your wallet; if there are only two of you, the expense can be stretched a little further. A simple search on Booking.com gives us an idea of the dimension of the adult only: 77 hotels classified as adults-only on the platform. Among them, true giants of Ibiza's hotel industry: The Unexpected Ibiza Hotel (Platja d'en Bossa, 181 rooms); Ushuaïa Ibiza Beach Hotel (Platja d'en Bossa, 415 rooms); Meliá Ibiza (Santa Eulària des Riu, 285 rooms), Cala San Miguel Ibiza Resort by Hilton (Port de Sant Miquel, 196 rooms), Grupotel Ibiza Beach Resort (Portinatx, 190 rooms)... The list is very long. There are also small establishments, sometimes family-owned, that have also opted for adult only. In recent years, the offer has extended to areas in the north of the island, traditionally far from youth tourism, such as Portinatx and Port de Sant Miquel. There is no official figure for adult hotel places, but it is clear that what was once a niche offer – practically residual – has become structural.

Probably majoritarian. At adult only hotels, only adults go, but, on the other hand, it is clear that in normal hotels not everyone who goes there is family. Officially, the Ibizan tourism authorities are still trying to promote an image of Ibiza as friendly and inclusive, diverse and open to everyone, with a strong cultural and heritage offering. If you enter the official portal Ibizatravel or its Instagram account, that's the image they try to sell: crystal clear waters, gastronomy, traditions like peasant dances, sports competitions... You won't see any nightclubs. If you open the web version, you are greeted by a fabulous image of Dalt Vila taken from the Santa Llúcia bastion, a UNESCO heritage site in all its splendor. Ibizatravel has 72,700 followers on Instagram. Not bad at all.

But it is far from the impact the party has: Ushuaïa's account has 1.6 million followers on Instagram; a club with only one year of history like UNVRS has 520,000; unofficial media like Ibizaspotlight, focused on nightlife and complementary services, have 200,000 followers. The primacy of nightlife is overwhelming. The Administration has tried to react with initiatives such as the website ibizafamilymoments, with the involvement of the Council, city councils and Tourism Promotion; it publicizes places and activities suitable for children and young people; it also launches a raffle for two all-inclusive trips to Ibiza for families. The initiative's budget is 100,000 euros. It's a bit like sending David to fight Goliath, but without even giving him a stone to throw.

Some important voices in the tourism sector have warned of the risk posed by the 'adults only' operation. The most prominent has been that of the director of Sirenis Hotels & Resorts, Pedro Matutes, who has repeatedly spoken of the "loss of diversity" of Ibizan tourism and the threat it poses to the destination. In fact, Ibizan hoteliers, once always united under the umbrella of the Hotel Federation, now face divided the radical and profound transformation that Ibiza is undergoing as a tourist destination: Palladium Hotel Group (owned by the Matutes Business group) already left the Federation in 2024 and, a few months ago, Vibra Hotels did so – the chain with the most hotel rooms in Ibiza, with about thirty establishments. Hoteliers have divided. Nightclubs set the agenda. And Ibiza is speeding towards a future without families. At least, in hotel rooms.