Magaluf ‘reborn’ as resort following image makeover

Magaluf has been “reborn” after the Spanish resort ended its focus on attracting young UK holidaymakers for booze-fuelled nights out, according to the boss of the country’s biggest hotel chain.

Local people “can feel proud” about the town’s transformation into a safer and more family friendly destination, Melia Hotels International chief executive Gabriel Escarrer said.

His company has invested almost 250 million euros (£218 million) in its hotels in the area over the past six years.

Figures published by the Palmanova-Magaluf Hotel Association (PMHA) show that young people or students made up just 17% of visitors this year, compared with 22% in 2016. This is due to a rise in bookings by families and couples.

Magaluf, situated on the coast of the island of Majorca, is also keen to focus on hosting conferences at its four and five-star hotels, as well as sports holidays.

The destination welcomed the recent announcement by tour operator Thomas Cook to scrap its once notorious Club 18-30 holiday brand, which saw trips to Magaluf focused on the region’s wild nightlife.

In 2016, a zero-tolerance policy towards anti-social behaviour and crime was introduced, banning drinking in the streets and imposing minimum dress requirements in public places.