At the Berlin Tourism Fair (ITB) 2024, discussions between Balearic institutions and German tour operators revolved around familiar issues: the need for more air connections to Ibiza and Formentera, and concerns over high prices and the shift towards direct hotel bookings. Ronny de Clercq, executive vice-president of Alltours, highlighted Ibiza’s high costs, comparing it to luxury destinations like Mykonos and Saint-Tropez. Despite a general optimism about tourism recovery post-pandemic, concerns were raised about Ibiza’s downturn due to German tourists’ preference for package tours over online bookings. The issue of price increases was acknowledged, with Ibiza’s market being distinguished for attracting tourists with higher purchasing power. Meetings with tour operators Schauinsland and RTK were unexpectedly cancelled, indicating potential friction. The Consell de Ibiza pointed out that the imbalance in prices and market share between German and British tourists was partly due to connectivity issues, suggesting a focus on improving flights from key German cities. The narrative remains that Ibiza is targeting a wealthier clientele, which has led to a shift in its tourism strategy, moving away from volume to value, despite a slight decrease in German visitors in 2023. Keywords: ITB 2024, Ibiza, German tour operators, air connections, high prices, luxury destinations, tourism recovery, package tours, market strategy. For the full article, please visit Diario de Ibiza website here.