Those looking to catch some rays and frolic on the beach might have to find somewhere new to do it, as an Instagram-famous beach is set to be sealed off by millionaire owners after influencers are said to continue swarming the area.
Sometimes a hidden gem isn't so magical when social media gets hold of it.
A single viral post can transform a quiet sanctuary into a crowded tourist trap almost overnight, leaving locals and landowners scrambling to deal with the consequences.
That's exactly what's happened to a once-peaceful cove in Spain, which has now become the centre of a heated battle to block public access after influencers turned it into a social media sensation.
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In an effort to relieve pressure on the Spanish island's most popular tourist destinations back in 2024, local tourism officials encouraged content creators to showcase lesser-known spots.
However, the process seems to have spectacularly backfired after Instagrammers flooded Caló des Moro, once a secluded cove in Mallorca. Curious influencers posted photos and videos of its crystal-clear turquoise waters and dramatic coastal scenery.
An estimated 4,000 people visit the tiny beach every day during peak tourism season, while 70kg of sand reportedly disappears into towels and footwear each day, amounting to six tons in three months.
Now, the German millionaire owners of the once-remote beach have applied to local authorities for permission to close public access to their property after 'begging' for help for years.
To block access, they have installed a fence and set aside time to clean the beach, according to local outlet Diario de Mallorca.
The formerly isolated location requires scaling rocks and navigating 120 steep stairs, with many TikTokers taking to the platform to show the piles of litter stacked up as tourists don't take it with them up the ascent.
Viewers in the comments of one TikTok video shared by 24sherry24 featured their reactions to the before-and-after effects of the area’s tourism boost.
"And people wonder why locals are protesting against over tourism," one user wrote.
"i will NEVER understand people who go on holidays and are just disrespectful to the locals and the land," another added.
"Such a shame," a third commented.
Owners Maren and Hans-Peter Oehm live in nearby Santanyí and have been the caretakers of the beach for many years. However, the relentless influx of visitors has forced them to put their time and money into cleaning the beach.
Footage from last summer showed sunbathers queuing to reach the sand, while piles of rubbish now litter the shoreline. Other videos show the beach so overwhelmingly crowded that you can barely make out the sand beneath the crowds.
According to the Oehms, the owners have cleaned and tidied the land, replanted damaged vegetation, and put out campfires left carelessly by tourists.