The rising cost of holidays in Ibiza and the apparent shortening of some visitors’ stays are once again at the centre of the island’s tourism debate.

A video shared on social media by Ari S. Goldberg, a US entrepreneur and investor with a background in marketing, digital media and startups, features a conversation with a shopkeeper in Ibiza’s historic centre who says she has noticed a change compared with previous seasons.

The woman, who says she has been living and working on the island for 24 years, describes what she believes is a quieter year for her business. During the conversation, Goldberg asks her about the evolution of tourism in Ibiza and raises one of the issues increasingly discussed by parts of the local business community: visitors who once stayed for a full week may now be choosing much shorter trips.

From one week in Ibiza to just two days

“People who used to come for a week are now coming for two days,” Goldberg says in his post, summarising the conversation with the shopkeeper.

The entrepreneur also focuses on the sharp increase in prices in Ibiza, using the cost of bottled water in some nightlife venues as an example. According to Goldberg, a bottle that might have cost around €5 several years ago can now reach €25 at certain establishments.

The example has reignited a familiar discussion about the cost of tourism in Ibiza, particularly at a time when accommodation, restaurants, nightlife and other holiday expenses can make the island one of Europe’s most expensive destinations.

Is Ibiza becoming too expensive for some tourists?

Goldberg, founder of investment firm RNMKR and previously the creator of digital platform StyleCaster, interprets the situation as part of a broader economic trend that he believes is affecting the purchasing power of European tourists.

His comments, however, should be understood as his personal interpretation of the testimony featured in the video, rather than as an independently verified analysis of Ibiza’s tourism statistics.

Nevertheless, the video has reopened a debate that returns to the island every summer: to what extent are rising prices changing the profile of Ibiza’s visitors, their spending habits and the length of their stays?

The question is particularly relevant for small businesses and Ibiza’s wider tourism economy. Even if visitor numbers remain strong, a shorter average stay could have a significant impact on how much tourists spend and where they choose to spend it.

Shorter stays could change tourist spending in Ibiza

Beyond overall figures for tourist arrivals and holiday spending, the shopkeeper’s testimony highlights a concern shared by parts of Ibiza’s retail and hospitality sectors: that visitors may continue to arrive in large numbers but stay for fewer days and become more selective about their spending.

For businesses that rely on tourists throughout the season, the distinction between a seven-day holiday and a two-day trip can be significant.

The debate therefore goes beyond whether Ibiza is attracting visitors. It raises a broader question about the island’s tourism model: are higher prices encouraging tourists to shorten their holidays and rethink how they spend their money while in Ibiza?

For now, Goldberg’s video offers one personal account rather than definitive evidence. But it reflects a question increasingly central to the conversation about Ibiza tourism, affordability and the future of the island’s visitor economy.