Enhancing “Places” Through Archaeological Heritage in Sun, Sand, and Sea Touristic Coastal Areas: A Case Study From Mallorca (Spain)

Abstract

ABSTRACTMany islands and coastal areas worldwide, particularly in warm climates, have experienced a large and sustained population and urban growth driven by mass tourism. This development has created new social spaces that have broken the social and economic dynamics which have traditionally defined these areas. This new reality has led to new socioeconomic praxes that have improved the life of the local communities, but also entailed new conflicts and problems. This article aims to analyze some of the socioeconomic and territorial disconnections and issues that currently characterize coastal areas and islands affected by mass tourism. At the same time, we introduce and develop some useful conceptual tools and practical strategies intended to enhance archaeological heritage and link it together with local communities and tourists to transcend some of these problems. Furthermore, to show the inherent value of our approach, we present a case study from Mallorca (Balearic Islands, Spain), which focuses on the actions performed in order to enhance the island's heritage in touristic coastal areas and connect it through heritage corridors with the Serra de Tramuntana, recently classified as a UNESCO World Heritage area. As a result of our research, we suggest that from the proposed strategies and conceptual framework, cultural heritage—particularly archaeological heritage—can be used as a powerful tool of social and territorial activism. We argue that heritage makes possible the development of new dynamics to reduce territorial, social, and economic issues that may result from the uncontrolled and unplanned development of sun, sand, and sea mass tourism on islands and coastal regions in general.