You can't fix tourism by shrinking it, only by redirecting what it does.
Thomas Ellerbeck has a particular way of describing Mallorca that cuts against the postcard version. Yes, there is sun. Yes, there is sea. But the TUI board member and chairman of the TUI Care Foundation sees something else when he looks at the island — a living laboratory for what tourism could become if the industry ever gets serious about doing it right.
Ellerbeck spoke recently with Mallorca Magazine about the Foundation's work on the island and what he believes it signals for the broader tourism world. His argument is not modest: Mallorca, he says, is already a role model for other holiday destinations, and the Foundation intends to deepen that reputation through a cluster of concrete environmental and social projects.
The numbers behind TUI's presence on the island give some weight to that claim. Close to two million holidaymakers travel to the Balearic Islands with TUI each year. The company employs thousands of people there. TUI Musement, one of the group's most forward-facing subsidiaries, is headquartered on the island. That kind of footprint creates both responsibility and leverage — and Ellerbeck is explicit that the company intends to use both.
The TUI Care Foundation was set up in 2016 as an entity independent of the parent company, with a mandate to support the sustainable development of holiday regions. It now operates in more than 30 countries, organized around four priorities: education and training, marine conservation, protection of local nature and culture, and the nurturing of local entrepreneurship. The pandemic, Ellerbeck notes, sharpened the Foundation's focus — when tourists stopped coming, the fragility of tourism-dependent communities became impossible to ignore, and the Foundation launched programmes in Mallorca during that period specifically.
In the Balearics, several projects are either underway or in development. A marine conservation programme is working alongside local specialists to restore and renaturalize bays across the islands. A separate agricultural initiative aims to promote sustainable farming methods while opening new income streams for local producers. Reforestation is also on the agenda: the so-called TUI Forest in Mallorca has become a template the Foundation wants to replicate in destinations around the world, inviting guests to participate in the planting.
On the emissions side, TUI has signed onto the Science Based Targets Initiative — a framework co-founded by WWF — committing the company to measurable, science-grounded reductions across its airlines, cruise operations, and hotel portfolio. In Palma, the company is planning to pilot a shuttle service powered by hydrogen. In other destinations, tour guides who previously drove between hotels by car have already switched to e-bikes. Ellerbeck describes these as small steps, but insists they carry immediate, tangible effect.
What runs through all of it is a definition of sustainability that Ellerbeck pushes back against the conventional framing. Too often, he argues, the word gets reduced to ecology alone — to carbon counts and recycling bins. The Foundation's model insists on three equal pillars: ecological, social, and economic. That means local farmers supplying hotel kitchens, local entrepreneurs getting the small push that initiates large change, local communities actually sharing in the prosperity that tourism generates. Without that social and economic dimension, he suggests, the ecological work is incomplete.
The island itself, in Ellerbeck's telling, is more than a backdrop for all this. He describes Mallorca as one of the most dynamic places in Europe — shaped by people with stories worth telling, a diversity of nature and culture that gets flattened by the sun-and-beach shorthand. A video project the Foundation is supporting is designed to surface exactly that complexity, to shift how the island is perceived by the millions who visit it each year.
Whether TUI's model holds up as a genuine blueprint or remains an ambitious corporate narrative will depend on what the projects actually deliver on the ground. The reforestation targets, the bay restorations, the hydrogen shuttle — these are still largely in progress. But the framing is deliberate: Mallorca as proof of concept, the Balearics as the place where responsible mass tourism either demonstrates it can work, or doesn't.
Notable Quotes
Sustainability is too often reduced to ecology — but it has three equally important components: ecological, social, and economic.— Thomas Ellerbeck, TUI board member and TUI Care Foundation chairman
The future of tourism is sustainable. There is no doubt about that. The whole sector is now at the beginning of a sustainable transformation.— Thomas Ellerbeck, TUI Care Foundation chairman
The Hearth Conversation Another angle on the story
What's actually new here — companies talking about sustainability isn't exactly rare.
What's slightly different is the insistence that ecology alone doesn't count. Ellerbeck is explicit that social and economic participation have to be equal parts of the equation, not afterthoughts.
Does that change anything in practice?
It shifts where the money and attention go. Supporting local farmers who supply hotels, backing entrepreneurs starting small businesses — that's a different intervention than planting trees and calling it done.
Nearly two million TUI tourists to the Balearics each year. Doesn't that scale make the sustainability talk feel a little hollow?
It's the central tension. The Foundation's argument is that scale is precisely why it matters — that you can't fix tourism by shrinking it, only by redirecting what it does to the places it touches.
The hydrogen shuttle in Palma — is that meaningful or symbolic?
Probably both, at this stage. It's a pilot. But the e-bike switch for tour guides in other destinations is already done, and Ellerbeck frames these as proof that small operational changes have real, immediate effects.
The TUI Forest as a global blueprint — what does that actually mean?
The idea is that guests participate in reforestation, not just observe it. If it works in Mallorca, TUI wants to replicate the model in destinations worldwide. It makes the tourist an actor rather than a burden.
What's the thing this story doesn't quite say out loud?
That the whole model depends on whether local communities actually see the benefit — or whether it remains a well-intentioned framework that mostly serves the company's brand.