Lonely Planet Writer

Spain’s Magaluf resort to get upmarket makeover

Magaluf to get make-over.
Magaluf to get make-over. Image by Chris / CC BY-SA 2.0

Money is being pumped into a rebranding of Mallorca’s Magaluf resort, a favourite among holidaying Brits, to raise its image after more than a decade’s reputation as a haunt for alcohol-bingeing tourists and sexual promiscuity. Hotel owners have been pressured into refurbishing their establishments and improving facilities, as €3 million has been plowed into raising the quality of tourism in the town. The main thoroughfare, Avenida de Magaluf, is getting a €1.5 million spruce-up. New regulations to curb binge-drinking in the area are expected to come into effect in May and the resort may even get a name change. Magaluf’s reputation has plummeted to new lows in recent years after a number of alcohol-fuelled tourist deaths, increasing muggings and sex scandals; the rest of Mallorca, in Spain’s Balearic Islands, is better known for culture, hiking and family-friendly holidays. Read more: theguardian.com