Hazel Andrews is professor of tourism, culture and society at Liverpool John Moores University. Since the late 1990s she has conducted research into British tourism in Magalluf and Palmanova.
In 2023, she is of the opinion that, while some things have changed, others have not. "People continue to expect things to be as they always have been - the types of thing that made Magalluf popular. They created their own image of the place and they keep coming back to see their expectations fulfilled."
Andrews spoke on Monday at a University of the Balearic Islands conference - 'The end of the Magalluf model?' - which considered the evolution of British tourism in the resort.
One thing to have changed, she observed, is "the display of Britishness". There isn't the same flaunting of British national identity. "I suppose this reflects changes in recent years in a society that has become more diverse and understands national identity differently."
For young tourists, she suggested, Magalluf continues to be a destination that is like a rite of passage, one that has been handed down from generation to generation. "This hasn't changed, but it's not just young people. You can see older people, mature couples totally drunk and engaging in disagreeable behaviour."
She feels that the future of Magalluf will depend on the hotel owners and the model that they intend for the resort. Putting an end to a culture of just beach and alcohol will be difficult and can't be done one year to the next. However, a rise in prices is beginning to make certain other destinations more financially attractive.
Andrews acknowledges that British tourists "have a bad reputation". "It is more noticeable because many of them tend to concentrate in certain areas." As to the Balearic government's tourism of excesses law, she says that this didn't go down well. "They don't like restrictions."
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Jules OHe probably was forced to pay 3€ for beer at one of the beach bars. Obviously that's pure profiteering. Those shacks they call bars are obviously pulling down megabob at the expense of innocent Brits. Benidorm next year.
Peter PerfectReally, Peter? Have you had experience of the economics of running a bar in Magaluf. Please tell me more about it...
Nothing will change while it still makes obscene amounts of money for the bar owners every year.
Morgan WilliamsWho are “they” ? Are you again disrespecting the British in general or the English in particular ?
Don't lose hope. They might catch up with the rest of the world someday. But maybe not.