The crowding problem elsewhere
Santorini and Tuscany built their wedding-destination reputations over decades, and the tourism infrastructure grew to match, sometimes at the cost of the privacy and exclusivity couples are actually chasing. Peak-season Santorini in particular now means sharing sunset views with cruise-ship crowds most afternoons.
What Mallorca offers instead
A Mediterranean wedding aesthetic that's trending hard across Pinterest and Instagram, paired with an island large enough to still have genuinely private, uncrowded corners, working fincas, mountain villages, coastline that isn't overrun. It's the same visual language as Tuscany or Santorini without the same density of other people's weddings happening simultaneously.
Why now, specifically
New direct U.S. flight access has made the island dramatically easier to reach just as American demand for Mediterranean weddings is climbing. Mallorca is catching that wave earlier than most American couples have caught on, which, for now, means better availability and more personal attention than the established destinations can offer.