Javier Tudela, the son of Spanish television personality Makoke, has shared a candid assessment of his latest trip to Ibiza, saying he left the island with “mixed feelings” after noticing changes in the way the destination is experienced.

The influencer, who says he has been visiting Ibiza for many years, praised the hotel where he stayed but gave his overall experience a score of 5 out of 10, arguing that rising prices and the growing emphasis on luxury tourism are changing the island.

His comments were shared through his Instagram account during a family holiday in Ibiza.

“Things should change”

Tudela explained that his criticism comes from his affection for the island.

He said he has been travelling to Ibiza for many years and that his son experienced the island when he was only around two months old.

Because of that long connection, he said he felt it was important to speak honestly about what he believes has changed.

He described his feelings about the latest visit as mixed, despite considering the hotel where he stayed to have been “an absolute success”.

His complaint about prices

One of Tudela's main criticisms concerned the cost of eating and drinking out.

He specifically referred to what he described as the price of a beer on a terrace in Ibiza's port, saying that sitting down for a drink could mean paying €12 or €15 for a beer.

This was presented as his personal experience rather than a representative price for every terrace or venue in Ibiza.

He also criticised the perception that visitors need a VIP reservation or a very large budget simply to go out for a drink.

A criticism of luxury tourism

Tudela's wider argument is that Ibiza increasingly appears to be oriented towards high-spending visitors.

He said he did not want to promote an image of the island that did not correspond with the experience he had actually encountered.

His comments focused particularly on the contrast between what he called “the Ibiza of bottles and VIP areas” and the more traditional experiences he remembers.

The Ibiza he wants to see

Tudela said he would like to see greater emphasis placed on what he considers the island's authentic side.

He specifically mentioned the traditional markets, Dalt Vila and established restaurants.

He also highlighted simple family activities, such as sitting with children in a plaza and enjoying the moment without feeling that everything is designed around luxury tourism.

“No todo vale”

His message was summed up with the phrase “No todo vale”, or “Not everything goes”.

He argued that Ibiza can continue developing while still protecting characteristics that made the island attractive in the first place.

For Tudela, that means preserving an Ibiza where visitors can enjoy experiences beyond luxury venues and exclusive nightlife.

A warning about accessibility

The influencer also raised a broader concern about accessibility.

In his view, when a destination becomes too expensive for a large part of the public, it risks losing some of the qualities that originally made it special.

That is his personal assessment rather than a statistical claim about affordability across Ibiza.

He nevertheless said he believes changes are still possible.

He says he wants to keep returning

Despite his criticism, Tudela stressed his affection for Ibiza.

He said he loves the island and wants to continue returning for many years.

His message was therefore framed less as a rejection of Ibiza and more as an appeal to protect the aspects of the island that he feels are disappearing.

The reaction on social media

The post generated discussion among his followers, with some agreeing with his concerns about prices and others questioning whether celebrities and influencers are part of the luxury tourism culture they criticise.

One follower criticised Tudela and attributed part of Ibiza's current situation to people like him.

Tudela responded with a sarcastic comment and then questioned whether being a public figure meant he was no longer entitled to express an opinion about the island.

Other responses to the post included people recalling an older version of Ibiza and residents commenting on the increasing cost of living and going out.

These reactions represent individual social-media opinions and should not be treated as a representative survey of residents or visitors.

A debate Ibiza knows well

Tudela's comments touch on a debate that has become increasingly visible in Ibiza in recent years: how the island can accommodate its international tourism economy while maintaining access to everyday experiences and preserving its cultural identity.

His comments are personal, but the subjects he raises, including prices, luxury tourism and the changing character of popular areas, are increasingly part of public discussion about the island.

From celebrity holiday to public conversation

Tudela's Ibiza visit may have started as a family holiday, but his assessment has become another social-media conversation about what the island is becoming.

He is not presenting his comments as an economic study or an official assessment of Ibiza. Instead, he is sharing his own experience as a long-time visitor who says he has seen the destination change.

His central message is that Ibiza can continue to attract visitors without losing the more accessible and traditional experiences that he associates with the island.

“The Ibiza I remember”

For Tudela, the Ibiza he wants to protect is one of markets, Dalt Vila, traditional restaurants, family plans and simple moments.

He argues that preserving those experiences matters not only for longtime visitors but for the identity of the destination itself.

His closing message was that he hopes Ibiza does not lose that essence, adding that he believes the island still has time to take care of what made so many people fall in love with it.