Despite protesters' request for tourists to leave, more arrived in Spain.

On July 6, thousands of protesters marched through the streets of Barcelona, shouting: "Tourists leave!"

Over a month later, Spain's tourism board sent out a new message via email: "Spain: the summer you'll never forget … We can't wait to see you again!"

Those tourists who were caught in the crossfire of Barcelona's July protest, including those who were hit with water guns and whose confrontations were recorded, may be less likely to return. However, data indicates that not all tourists were deterred by the incident.

The number of international visitors to Spain increased by 7% in August compared to the previous year, with a total of 10.9 million arrivals.

This year, the top three most popular destinations were also the locations where demonstrators held protests.

In August 2023, 2.4 million international travelers visited the Balearic Islands, which includes Mallorca, representing a 4% increase from the same month in 2022. Additionally, 2.3 million foreigners visited Catalonia, where Barcelona is located, marking a 6% increase from 2022. Furthermore, 1.6 million travelers went to Andalusia, experiencing a 9% year-on-year growth.

According to Skift, a survey by Mallorca's tourism board revealed that 89% of American tourists were either unaware or unconcerned about the protests that took place on the island this year.

Nearly 70% of those who were aware of the demonstrations stated that they had no effect on their travel plans, according to Skift.

'Bookings bounced back'

Despite being Europe's largest online travel agency, Booking.com did not observe any significant changes in post-protest bookings to Mallorca or Barcelona.

Barcelona saw a "notable impact" in searches and bookings after the July 6 protest, according to RateGain, a software company that processes transactions and intent data for the global travel industry.

A 23% decline in hotel bookings and a 35% drop in search activity were observed within 7 to 10 days of the event, according to a company representative who spoke to CNBC.

Within six weeks, "bookings bounced back."

'Not the end'

Daniel Pardo Rivacoba, a member of the Assembly of Neighbourhoods for Tourism Degrowth, stated that Barcelona's July 6 protest "is not the end of anything."

The organization's larger goals were achieved through a published list of 13 demands, which urged Barcelona's officials to reverse plans to expand the city's airport, reduce the number of cruise terminals near the city, curtail the short-term rental market, and end tax-funded tourism promotion of the city.

Barcelona's city council did not respond directly to the July 6 protest, but it has since announced new measures to tackle overtourism, including the release of a 135-page "Government Measure For Tourism Management 2024-2027" on Sept. 17.

The plan outlined 55 actions to achieve a better equilibrium between tourists and locals.

Rivacoba stated that it was all just "cosmetic speeches and social washing."

Barcelona's City Council prioritizes managing its tourism since it has reached its limit with 17 million visitors annually, as stated by a spokesperson.

"The city's economy benefits from tourism, which accounts for 14% of its GDP, according to the spokesperson. However, the success of tourism in Barcelona should not be measured solely by the number of visitors but rather by managing the flow of people to avoid exceeding social and environmental limits."

Real-time crowd data can be obtained through the use of sensors and mobile phone monitoring tools to manage visitor flows and mitigate overtourism.

Rivacoba's organization believes that a decrease in tourist numbers is necessary, he stated.

Rivacoba stated that the city council's decision to increase the nightly tourism surcharge by 4 euros ($4.38) is not aimed at reducing tourism, but rather to generate additional revenue.

'Winning the struggle'

Rivacoba stated that protesters are enthusiastic, despite claims that an influx of summer tourists humiliated them.

The sentiment of the people of Barcelona towards touristification has undergone a significant shift, from the previously held belief that tourism benefits everyone, to the current perception that it has gone too far.

Despite local media reporting a crowd of approximately 3,000 people on July 6, Rivacoba stated that over 15,000 individuals participated in the march.

During and after the July march, he said the organization has received both sympathy and solidarity from local and international journalists.

"The struggle is being won by us, as evidenced by both things," he stated.

Who leads?

The Neighbourhoods for Tourism Degrowth Assembly declares on their website that residents are the key to resolving Barcelona's mass tourism issues.

More territories are collaborating and coordinating joint dates for large-scale mobilizations, meetings, and shared strategies.

"Of course, there are more protests being organized," Rivacoba stated.

Glenn Fogel, CEO of Booking Holdings, stated on CNBC Travel on Sept. 6 that protests are not the most effective way to address overtourism and may even have the opposite effect.

Alleviating overtourism is a responsibility of governments, but solving it will require cooperation between governments, travelers, residents, and travel companies.

Fogel stated that the economic benefits are derived from the tourists.