Average daily spend by tourists has gone up significantly since this photo was taken in 2009. | Julián Aguirre

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Figures from the Balearics Statistics Institute show that over the past few years the average daily spend by tourists has increased. Therefore, the rise in the number of tourists is not the only reason why there is a greater overall level of tourist spend.

The daily increase, which applies to foreign and national tourists, is due to different factors. One, quite simply, is that prices have gone up. Hotels in the Balearics have, for example, some of the highest prices. These have come about because of the level of demand and hotel modernisation and have been reflected in negotiations with tour operators. Over recent years a sizable proportion of the hotel stock has upgraded its category rating.

There has also been a reduction in the number of hotels with all-inclusive offers, meaning there is more spend in bars and restaurants. Economic recovery across Europe has also meant that visitors have more money to spend.

Last year, the total tourist spend in the Balearics reached a record high of over 14,500 million euros. Everything points to this being exceeded in 2017. Between January and April, there was an increase of almost 13% - a total of 1,777 million euros. The average daily spend was up by 10.6% to almost 124 euros. To place this in context, in 2009 the average daily spend was just under 99 euros.

This average has fluctuated, but it has been above 100 euros since 2009. In 2015, it was a little over 104 euros, having been up to 111 in 2013. Last year, it shot up to almost 128 euros.

More and more, there is a call for the Balearics to not just grow its tourism quantity. Such a view is shared by business and environmentalists. Carmen Planas, the president of the Balearic Confederation of Business Associations, has said on more than one occasion that more growth doesn't equate to better growth. Quality is the key, and the Majorca Hoteliers Federation agrees. Its president, Inmaculada Benito, has said that the Balearics cannot allow an increase in revenue only because of an increase in the number of visitors.

It has to be noted, however, that not all business benefit in the same way, especially some shops and bars/restaurants.