Popular holiday island Majorca has been battling issues of overtourism for some time now – but the latest measures proposed by locals could hit holidaymakers hard.
The largest of the Balearic islands, the Spanish hotspot draws in more than 13million visitors each year.
However, recent years have seen huge backlash against growing visitor numbers, and Jordi Mora, president of PIMEM, a federation representing small to medium-sized business associations, has pushed for authorities to implement measures to 'curb tourism'.
According to Majorca Daily Bulletin, he said: 'It is unacceptable that Majorca still fails to limit the number of rental vehicles, especially when the very family-run businesses within that sector are calling for such a measure.
'We must go further.'
The business leader urged for serious measures to be taken, such as cutting back on the amount of places available to holidaymakers to stay on the island.
New measures have been called for in Majorca in a bid to 'curb tourism'. Pictured: Protests in the holiday hotspot earlier this year
Mr Mora added: 'We need to curb tourism, which includes reducing the total number of tourist beds.
'We are already seeing some small-scale hoteliers who would support such a reduction.'
He believes it is possible to 'move towards a more sustainable model' of tourism and slimming down the number of beds available to tourists, 'also means reducing competition and increasing the value of those that remain'.
The industry expert pointed out that trends have changed with British and German holidaymakers.
Instead of two-week stays, tourists these days are booking 'much shorter' trips. He argues the focus should shift to 'value', rather than the number of visitors.
Accommodation prices in the area have increased by 12 to 14 per cent annually over the last three years, which Mr Mora has described as 'disproportionate'.
Mr Mora is also pushing for more competitive pricing that allows holidaymakers to spend with other local businesses, such as dining out.
In September, thousands of locals took to the streets in Palma, Majorca, against airport expansion plans.
Local business leader Jordi Mora has pushed the government to reduce 'the total number of tourist beds'. Pictured: More protests on the popular holiday spot earlier this year
They raised concerns that the proposals would bring in more tourists to areas that are already battling overtourism.
There were reportedly no arrests and the demonstrations were described as 'mainly peaceful'.
The Spanish airport authority Aena denies that multi-million-pound airport expansion plans will bring in more holidaymakers at a time when locals in holiday hotspots are already distressed by what they claim is 'overtourism'.
The management body insists improvements and upgrades are necessary to keep pace with changing demands.
Meanwhile, in Benidorm, local authorities have managed to earn a small fortune of over €100,000 from fining dodgy accommodation, The Olive Press reports.
In a bid to tackle illegal holiday rentals, the resort town introduced new measures last year when Benidorm City Council took over responsibility for regulating the area from the Valencian Government.