Formerly known as a stag-do haven full of drunk partygoers, one Spanish destination is stepping into a new age, fuelled by a multimillion euro investment. The seaside resort of Magaluf is undergoing a drastic transformation, with an upgraded promenade, modernised hotels, and new restaurants, sports and culture offerings, to mark the “beginning of a new era”. 

The council also said that the new Magaluf was winning the “hearts and minds of tourists” with the resort now welcoming a variety of different nationalities, with Brits still being the key market, writes the Majorca Daily Bulletin. It reported that crime had drastically dropped too during the key summer months, with 406 reported crimes in July compared to 870 during the same month in 2024.

“Magaluf presents itself as being more alive than ever, with a tourist offer that expands throughout the year and breaks with past stereotypes,” assured Juan Antonio Amengual, mayor of the municipality, at the World Travel Market in London in November.

Funding from the Magaluf for All project allocated around €1.2million (£1million) for improving security measures, as well €3 million (£2.6million) towards a campaign to promote the new destination, reports Spain Travel News. 

A total investment of around €6.2million (£5.4million) has gone into the redevelopment of the Gabriel Escarrer Juliá Promenade alongside the seafront.

The Magaluf for All campaign website said: “Magaluf has undergone an unprecedented transformation. The renovation of the seafront promenade, the modernization of hotels, the commitment to sustainability, and the creation of new cultural and social spaces have marked the beginning of a new era.”

It described the destination as a place “open to residents, families, and visitors from all over the world” who seek “quality, authenticity, and unique experiences”.

“Today, the area presents itself as a first-class Mediterranean destination: modern, accessible, and committed to its environment,” adding that Magaluf “looks to the future without forgetting its history”.

A clampdown on street drinking and late-night sales of alcohol was also rolled out in the area, with hefty fines as a threat to anti-social street drinkers who disrupt the tranquillity of the environment.