The "new Magalluf" was unveiled at the Fitur tourism fair in Madrid this week with the Calvia council saying that the resort was rapidly going up-market with 80 percent of hotels being in the four and five star categories and efforts to rid it of its "youth party image" were proving successful.
"The new Magalluf will attract more young families and move away from youth tourism," the Calvia council said in a press statement. There is massive investment both from the private and public sector. The Melia Hotel Group has invested heavily in the area with their Melia Innside Calvia Beach now being one of their flagship hotels. The Fergus Group is investing 20 million euros in the old BH holiday complex, and the BCM nightclub continues to win international awards after heavy investment from its owners.
The Calvia council is investing four million euros in upgrading the promenade next to the award-winning beach.
The council said at the tourism fair that Magalluf was changing for the better and they were working long and hard to rid the resort of its "anything goes" party image. They are confident that the resort will soon start attracting a different type of holidaymaker. The police will continue to operate their "zero tolerance policy" when it comes to bad behaviour.