Alfonso Rodriguez, Pilar Carbonell, Biel Barceló, Gabriel Escarrer, Miguel Ensenyat, Jaume Nadal and Jose Antonio Garcia Moles at the Meliá presentation.

The ME London hotel was the location on Monday night for the official presentation of changes that have occurred in Magalluf. Arranged by Melía Hotels International (ME is a Melía hotel and brand), the presentation highlighted the eradication of “alcohol tourism” and the resort’s regeneration. Made as part of Majorca’s promotion at the World Travel Market, the presentation was aimed at a British tourism market for which Magalluf has been its most popular resort since the 1970s.

The event was attended by over a hundred representatives of the UK’s tourism sector as well as by other companies which have worked to improve Magalluf and various Balearic politicians: the tourism minister Biel Barceló; the mayor of Calvia, Alfonso Rodríguez; Calvia’s tourism councillor, Antonio García; the government’s director-general for tourism, Pilar Carbonell. The Times devoted half a page in drawing attention to the changes in the resort, referring to the improvements and investment projects that have been made.

Gabriel Escarrer Jaume, Meliá’s CEO, stressed the commitment that Meliá and nine other companies had made to transforming Magalluf in terms of repositioning it and changing the nature of its tourism.

Prolonging the season, focusing on family tourism, fostering active and sports tourism, modernising the restaurant and non-hotel complementary sector, and positioning the Magalluf brand: these are the aims of both the business community and the town hall.