The mayor of Calvia, Juan Antonio Amengual, has been assuring the British media that "all Brits are welcome" in Magalluf.
The mayor says that there is some "tourismphobia" on account of the behaviour of some tourists, but most certainly not all. "We want people to enjoy their holidays with respect between tourists and residents."
In wishing to enhance the image of Magalluf with the British market, the largest tourism market in the resort, Calvia town hall is campaigning to promote both tourism and responsibility.
In this regard, the town hall highlights the 'Stick with your Mates' campaign in association with the British Embassy. Various measures include special police deployment to prevent theft on Calvia beaches.
Hotels in Magalluf are all open and occupancy in June is forecast to be around 80% - roughly in line with what it would normally be. The tourism sector in the area is confident of having a good summer season and points to improvements to the image that have been made in recent years thanks to the efforts of both the public and the private sectors.