Magaluf for all, Calvià’s ambitious transformation project

The repositioning hopes to give Magaluf a new face, a destination which is now more cosmopolitan, safe and sustainable, and open to a more diverse public: families, young couples and senior travellers. And not just tourists: it's also about reconquering the favour of residents, moving Magaluf away from old stigmas, and thus building a destination for everyone.

“Magaluf presents itself as being more alive than ever, with a tourist offer that expands throughout the year and breaks with past stereotypes. The application of the Responsible Tourism Law promoted by the current Government has proven to be a magnificent tool for change”, assures Juan Antonio Amengual, mayor of the municipality

Magaluf positions itself as a modern, accessible and quality destination. An example of how collaboration, strategic investment and forward vision can transform a tourist enclave into a model of sustainable development.

The “Magaluf for All” project adds a budget exceeding 5.3 million euros, of which over 3 million euros are for the campaign, around 1.2 million for improving security measures and 147,000 euros that are added to what has already been invested in the Calvià Smart Tourist Destination project (DTI)

The campaign includes video material distributed through the internet and social networks in the United Kingdom and other European countries. It will also be displayed dynamically with advertisements on TIB buses, campaigns in media outlets, and multiple events at the destination. Among them, the successful ABTA convention, held last October, to which two other MICE events will be added in 2026: one in May with the audiovisual sector as the protagonist and another in October aimed at luxury tourism.

Works and infrastructures

One of the milestones of the change is the remodelling of the Maritime Promenade, Paseo Gabriel Escarrer Julià. This action has the support of European funds Next Generation EU, within the Recovery, Transformation and Resilience Plan, in collaboration with the Ministry of Industry and Tourism, and the Department of Tourism of the Government of the Balearic Islands, in addition to the contribution from the Sustainable Tourism Tax (ITS).

The new promenade offers a more accessible, pleasant and modern environment, designed for residents and visitors. In the first phase, 3.9 million euros were invested. In this second phase, an investment of almost 2.3 million more is foreseen. This adds up to a total investment of around 6.2 million euros. The grand final unveiling of the renovated Maritime Promenade will take place on 27 June.

In London, the renovation works of Punta Ballena and Calle Blanc were also announced. In the latter, the first phase of the asphalting and pavement works has already begun, which are financed with part of the 7 million budget provided by the Town Hall, within the “Calvià Improvement” plan.

Among the actions, the imminent demolition of the old Hotel Teix in Magaluf and the Hostal Colón in Peguera stands out, which will allow gaining public space and beautifying the urban environment. Both acquisitions and works will have had a budget of close to 6 million euros provided by the Next Generation Recovery, Transformation and Resilience Plan.

Public-private collaboration

Magaluf’s transformation process is the result of an intense public-private collaboration. 80% of the hotels in the area already belong to the 4 and 5-star categories, while the offer of beach clubs, restaurants and top-level venues reinforces the new tourist model.

The “Magaluf for All” project not only improves infrastructures and services but also redefines the tourist model of the destination, counting on tourism that combines leisure, culture, sport and wellbeing, in a privileged natural setting close to the Serra de Tramuntana and the marine reserves of El Toro and Malgrats

Magaluf is consolidating as a reference centre for cultural and sports events. Events such as the Mallorca Live Festival or the Expanded Literature Festival (FLEM) bring together thousands of people each year, attracting an audience seeking different and quality experiences. Campaigns will also be carried out based on active presence at mass events such as the Mallorca Live Festival or the concerts at Es Jardí.

Responsible tourism

In "Magaluf for All", special emphasis is placed on responsible tourism. The positive reception in previous years will lead to repeating joint campaigns between Calvià Town Hall and the British Embassy in Spain. The initiatives, which promote civic tourism, will be visible on social networks in the UK and at various points in the municipality, especially in Magaluf, one of the principal areas receiving British visitors.

Memory and social responsibility

At the same time, the audiovisual project Calvianers, the documentary series that has begun its historical and social journey in the heart of Magaluf, is underway. Driven by the Town Hall and supported by the Government of the Balearic Islands through the ITS, it is part of “Magaluf for All” The mini documentaries have been distributed on the internet and through social networks in the source markets.

The main objective of 'Calvianers' is to go beyond tourist clichés, offering a deep and intimate vision of how the municipality was forged. Through interviews, archives and emotional reconstructions, the series seeks to make visible the way in which residents got organised, supported one another through social cohesion and a sense of belonging

Within the commitment to audiovisual, a chapter dedicated to Magaluf in the series 'Ecos del Mar' is also included, which will be broadcast globally on platforms such as Amazon or Apple TV.