Ibiza: The Research Context

Abstract

For centuries, Ibiza was a trading outpost and people survived in poverty and isolation. Now it stands as one of Europe’s highest rankings for per capita income for economic growth and tourism. It’s clear that since the 1960s, tourism in Ibiza has transformed the lifestyle, living standards and opportunities for many of the island’s residents as well as provided it with an economy. Commercial enterprises, global chains, Superclub shops and branding and the general commodification of anything remotely touristic is commonplace across the island. While tourism now makes up approximately 80 per cent of the GDP and 4.5 million people visit annually, as we have seen, with it come significant problems of crime, drugs and disorder, which is a major burden to the island’s infrastructure. This reputation has, and in the words of the hoteliers and local business owners, impacted on the reputation of San Antonio and, to some extent, Ibiza. In this short chapter, I would like to introduce the reader to San Antonio and chart the main changes to the resort through the testimonies of those who have witnessed first-hand its commercial evolution.