Calvià Town Council, located in the west of Mallorca, has unveiled a new tourism modernisation plan for 2027. This project, which will see an investment of €20 million, aims to transition towards a high-quality tourism model and attract travellers with significant purchasing power. The regional government expects this amount to rise as additional projects are tendered.
Mayor Juan Antonio Amengual remarked that a "greater effort is now being made to meet the demands of residents, tourists and local business owners," highlighting the importance of "balancing tourist activity with residential life."
Projects in the towns
The main project, which has already commenced, involves remodelling Magaluf's Promenade, one of the island's most popular tourist areas. The budget for this work is €3.9 million, funded by European grants and the Balearic Islands Tourism Strategy Agency (AETIB).
This project will see the remodelling of 650 metres of the promenade, with completion expected before May, in order to minimise any negative impact on tourist activity.
Another ongoing project is the refurbishment of the Bulevar de Peguera, with an investment of €4.15 million. Of this, €2 million will be provided by the Next Generation funds, €750,000 by the Consell de Mallorca, and €1.4 million by the local council.
The modernisation of this commercial space will be carried out in two phases, during the winter periods of 2025-2026 and 2026-2027, with the primary goal of minimising any disruption to the town's tourist activity.
Additionally, the Balearic Government, in collaboration with the central government, will invest €5.4 million to renovate one of the town's most important roads, Avenida Rei Jaume I in Santa Ponça. These works are scheduled to take place between this year and the next.
Furthermore, €600,000 from the Next Generation funds will be allocated to the renaturalisation of Torá Beach, while €6 million will be invested in improving pavements and sidewalks throughout the town, with completion expected in 2025.
Boosting luxury tourism
Through these renovations, the local government aims to diversify the market, reduce summer seasonality, and, above all, attract tourists with a high purchasing power.
The town's mayor emphasised that this strategy seeks to "attract high-end tourists year-round, with a growing number of visitors from the United States, Australia and South Korea, particularly in areas such as Bendinat, Portals Nous and Illetes."
In 2024, the average price for an overnight stay in this area of Mallorca has risen to €200 per night, marking an 11% increase compared to the previous year, which reflects the growth in luxury tourism.
The town offers 51,330 hotel rooms in 3- to 5-star hotels, with most of these being 4- and 5-star establishments. During the winter months, 24 hotels remain open, providing more than 3,300 rooms, to reduce seasonality during the summer.
New luxury hotels
The growing attraction of high-net-worth travellers has led to the opening of new luxury hotels.
In 2025, the presence of international luxury hotel chains will be further established, with Aethos transforming the Mar i Pins into a 5-star hotel and Blasson Property Investments opening the Mandarin Oriental Punta Negra, targeting the American market.
The Santa Ponça Park hotel will also undergo refurbishment and will be rebranded as the Purobeach Resort Santa Ponça. Additionally, the Pajarita Group will expand its presence by opening two new restaurants in Palmanova, further solidifying its position in the local hospitality scene with high-end establishments such as Siso Beach and Barbuda Beach.
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