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This excerpt discusses the transformation and redevelopment of Magaluf, a resort town in Mallorca, that was historically known for its party tourism but has been undergoing a deliberate shift towards more sustainable and diversified tourism.
### Key points summarized:
– **Historical context:**
– Magaluf grew rapidly during the 1960s as Mallorca opened to mass tourism.
– The tourism model was heavily focused on cheap booze and a party atmosphere, leading to a reputation for lawlessness by the 1990s.
– A notorious incident in 2014 involving inappropriate behavior in a bar highlighted the negative image and acted as a catalyst for change.
– **Challenges and responses:**
– Authorities introduced restrictions on pub crawls, street drinking, alcohol sales times, noise, and increased police inspections.
– Venues started shifting towards daytime openings and more family-friendly environments.
– **Balearic Sustainable Tourism Tax:**
– Introduced in July 2016, charging tourists based on accommodation type and time of visit.
– By July 2025, around 300 projects valued at approximately €850 million were funded by this tax.
– The tax funds improvements in public infrastructure, environmental sustainability, and cultural projects.
– **Redevelopment and improvements:**
– Magaluf’s beachfront promenade was redeveloped with better accessibility, native planting, reclaimed water usage, and integration of environmental features.
– The second phase of the promenade completed in May 2026 cost €3m and was fully funded by the tourism tax.
– The resort now attracts more families and couples, with a calmer, safer atmosphere compared to the past.
– **Local resident perspectives:**
– Residents like Marta want “more quality and less quantity” in tourism to reduce overcrowding and preserve local life.
– There is acknowledgment of impatience among some locals toward tourism-related changes but general support for diversification.
– **Hotel and brand shifts:**
– BH Mallorca, a key player in the 18-to-30 party economy, was acquired and split into three separate hotels aimed at families and higher-spending tourists.
– New venues like Nicky Beach have replaced many older bars to align with the new tourism vision.
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