A popular resort town that is a favourite for Brits has received a major upgrade as the 2025 tourist season gets underway. Brits have been flocking to countries like Spain and Portugal as the summer season continues, with many running into high temperatures in popular spots. For tourists from the UK heading to Magaluf in Majorca, they will notice a significant difference when walking along the beach this summer. Calvià City Council has inaugurated the first phase of Magaluf’s refurbished promenade, the Paseo Gabrial Escarrer Julià, and says that this marks the first move in the destination becoming more family-friendly.
The Spanish town is known as a major party destination, but it is trying to change its reputation and appeal, hoping to attract more responsible tourism going forward. A €4 million grant from the EU’s NextGenerationEU Recovery, Transformation and Resilience Plan and an additional €1 million via the Balearic Islands’ Sustainable Tourism Tax have resulted in a brand new promenade along the beach, spanning a total of 650 metres. The promenade is described as “fully modernised” with native flora, low-impact dunes, footbaths, stormwater reuse systems and energy-efficient lighting.
There are further improvements to be made to the promenade, with work set to continue in winter 2025/2026 to minimise the impact on tourism activity in the area. The second phase is expected to be complete by next summer.
Juan Antonio Amengual, Mayor of Calvià, explained that Magaluf is shedding its party reputation to welcome more families. “Once known primarily for its nightlife, Magaluf is repositioning itself as a high-quality, year-round destination,” he said.
“The new seafront creates a welcoming, accessible and open space for all types of visitors from young couples to families and elderly travellers.”
The town is set to invest a whopping €20 million (around £17 million) to diversify the area’s tourism model. Calvià has relaunched its educational campaign under the slogan “Magaluf for All / Be Responsible,” promoting responsible behaviour in the area to combat its wild party image.
However, some people aren’t convinced about Magaluf’s new beachfront transformation. One tourist posted on social media: “If before in season, that beach was full and there was nowhere to put everyone, now they have taken away one more trace of the beach. Who comes up with this great idea? Who accepted this project?”
Another shared: “I don’t know that this is better. Now those who want to do evil can hide it behind the dunes. Before, when everything was flat, I had a view from one side to the other.”