'Magaluf is now THE benchmark for higher-quality tourism': As killjoy Mayor declares victory in war on booze-loving budget holiday Brits, there's just one problem...

Published: 11:05, 13 June 2026 | Updated: 11:15, 13 June 2026 The extensive building work is finished, the finishing touches have been applied and, just in time for the summer season, the new £6million promenade is ready - with the Mayor set to formally open it at a civic ceremony within days. The new beachfront walkway is described as the centrepiece of a five-year plan to shift the image of Magaluf from being perhaps the most downmarket holiday resort in Europe to what he now calls, rather grandiosely, 'internationally recognised as a benchmark for higher-quality tourism'. There is just one small problem in the Mayor's masterplan however: someone forgot to tell the 'sun, sea, sand, sex and Becks' crowd that they are no longer wanted. Because when the Daily Mail visited the famously brash Mallorca holiday town this week, we found that it remains teeming with young, often British tourists on very cheap package trips intent on hitting the beach, the bars and possibly even each other. Magaluf attracts an estimated one million British tourists each year and the vast majority are under 30 and not conversant with regional Spanish politics - so much as keen for a budget wild night out. Few we met seemed aware of the drive to make the resort more wholesome - despite the appearance along the town's notorious strip of a series of ominous signs warning: 'Drink On The Street Penalty 500 euros', 'Dirty The Street Penalty 200 euros' and 'Wear No Clothes On The Street Penalty 400 euros.' Ever since 2020, when local tourism minister Iago Negueruela admitted that the popular perception of the resort as 'Sh*galuf', as some called it, was 'not the image we want', there has been a concerted effort to clean up the town. First the regional Balearic government passed the so-called 'Law of Excesses', which aimed at fighting 'anti-social behaviour caused by the excessive consumption of alcohol' and improving the 'quality' of tourists visiting Mallorca and other Spanish Mediterranean islands. The local Mayor in Magaluf has hatched a five-year plan to shift the town's image from being perhaps the most downmarket holiday resort in Europe to what he now calls, rather grandiosely, 'internationally recognised as a benchmark for higher-quality tourism' There is just one small problem in the Mayor's masterplan however: someone forgot to tell the 'sun, sea, sand, sex and Becks' crowd that they are no longer wanted Because when the Daily Mail visited the famously brash Mallorca holiday town this week, we found that it remains teeming with young, often British tourists Mayor Juan Antonio Amengual (pictured), whose constituency of Calvia encompasses the popular resort, will imminently personally unveil a new £6million beachfront promenade as the final step of the town's partially EU-funded Next Generation Recovery Programme Four years later further legal prohibitions followed with all-inclusive hotel guests limited to a maximum of six alcoholic drinks per day – three at lunch and three at dinner. Two-for-one cocktails and happy hours deals were also banned. Just this week it was announced 'by municipal decree' that there would be no all night partying allowed because of the World Cup. Even though some matches will not even kick off until 3am local time, bars and fans were warned that normal closure time rules would apply throughout with no outside bars allowed to play commentary out loud after midnight. And Mayor Juan Antonio Amengual, whose constituency of Calvia encompasses the popular resort, will imminently personally unveil the new 286-metre walkway that runs from one side of Magaluf's picturesque beach to the other – and looks remarkedly similar to the old one – as the final step of the town's partially EU-funded Next Generation Recovery Programme. All of which culminated in Señor Amengual making his announcement that Magaluf is now a 'benchmark for higher-quality tourism' - a claim that saw him likened to 'Comical Ali', the nickname for the legendary Iraqi press officer who in 2004 was given the difficult task of spinning the idea that Saddam Hussain was winning the Gulf War. The reason people joked about it was that for those visiting the town's infamous strip at night - as the Mail did this week - there is no obvious change from the Magaluf of legend. In the early evening we saw packs of sun-burned, hungover and barely dressed young men and women try to shake off the excesses of the previous night by downing shots - before heading on to the next bar on the Carrer de la Punta Balena, as the hilly 500m of bars, strip clubs, fast food outlets and tacky shops is officially called. Young Britons predominate but they are joined by their partners in crime from across Europe - Holland, Poland, Germany, Ireland, Norway, even some from other parts of Spain. Alcohol poisoning, sexual assaults, fist fights and even stabbings are frequent events and paramedics often have to rescue youngsters who have passed out in the street or suffered some other kind of self-inflicted injury. Just last week four tourists were pepper sprayed by Spain's paramilitary Guardia Civil officers at 8.30 in the morning for brawling in the street. But this hasn't dampened spirits, a sense summed up by chants of 'No Scotland, no party' coming up this notorious street. They came from a group of four young working class men from Edinburgh. Bricklayers John and Charlie, both 19, and Jamie, 20, a welder, and Lewis, 18, an electrician, had, by their own account, been tearing it up every night since they arrived a week ago. John explained their typical daily itinerary: 'It's sun, beach, nice dinner and then getting pished [sic]. It's been great.' Lewis said: 'We're loving it. It's everything you want after working hard all year.' The friends spent £700 each on flights, bed and breakfast at a hotel away from the beach and transfers to and from the airport. Jamie said: 'We did this bingo party last night at Pirates, it was great.' Charlie added: 'It's our last night. It will be a shame to go home. It's been great fun, the drinking, the dancing, the banter on the strip.' Brits flood to Magaluf on very cheap package trips intent on hitting the beach, the bars and possibly even each other Magaluf attracts an estimated one million British tourists each year and the vast majority are under 30 and not conversant with regional Spanish politics - so much as keen for a budget wild night out Few we met seemed aware of the drive to make the resort more wholesome Ever since 2020, when local tourism minister Iago Negueruela admitted that the popular perception of the resort as 'Sh*galuf', as some called it, was 'not the image we want', there has been a concerted effort to clean up the town First the regional Balearic government passed the so-called 'Law of Excesses', which aimed at fighting 'anti-social behaviour caused by the excessive consumption of alcohol' and improving the 'quality' of tourists visiting Mallorca and other Spanish Mediterranean islands Four years later further legal prohibitions followed with all-inclusive hotel guests limited to a maximum of six alcoholic drinks per day Tommy and Cathy Sinclair (pictured) from Glasgow have been running Sinky's Scottish Bar in Magaluf for more than 40 years. Tommy said: 'Magaluf has changed a lot since we first came here' Proving it's not just the under-30s who flock to the strip, was Tommy, 62, from King's Cross in London. He may have appeared slightly unsteady on his feet and unclear as to the precise whereabouts of his hotel, but he was plainly not going to let such minor issues undermine his broader fondness for Magaluf. 'I'm loving it,' he clarified. Brits who live and work in Magaluf year round say the drive to improve is having limited effect - though some changes are perhaps filtering through. Late-night shopkeeper Adele, 58, originally from Macclesfield, told the Daily Mail: 'These laws have been in force for a couple of years now. 'But they haven't made much difference. 'You will get fined if you walk around naked. But then you can't walk around naked anywhere, can you? 'And you are not allowed to take beer glasses out into the street. But all you need to do is to pour your drink into a plastic cup. 'The police do enforce these laws but I've been here for 20 years and it's not so different from what it has always been.' Tommy and Cathy Sinclair from Glasgow have been running Sinky's Scottish Bar in Magaluf for more than 40 years. Tommy said: 'Magaluf has changed a lot since we first came here. It's much more diverse than it used to be, lots of different nationalities and families. 'But it still gets very rowdy on the strip.' Cathy added: 'The council say they have clamped down on excessive drinking but the hotels are still serving endless drinks at the all-inclusive places until 11pm. 'And after that the big drinkers come to places like ours. And these are the trouble makers, people who have been drinking all day for free.' However Maliki Singh, owner of the Magaluf Steak House, said more and more families are now coming to the resort. 'We have lots of different types of tourist to the old model now - families. They like our food.' Nanette, a barmaid at the Bar Redonda originally, just off the strip, claimed Magaluf had gradually changed during her 20 years. She went on: 'Prices have gone up which has meant that there are not as many people coming here. 'It's true to say that there are a lot more families, but we need more young people, they are the ones that spend the money.' Kebab shop owner Mohammed Noazz however said that trouble is still regular: 'There was another fight last night right here on the strip.  'Some English boys had an argument with an man about drugs.' But he acknowledged the crackdown on anti-social behaviour was beginning to have some effect. He went on: 'The police are very strict. Every night they stop tourists. 'Just last night they stopped two English girls who were drinking a bottle of vodka in the street. The police fined them.' Tattoo artist Lorena agreed that police do stop some people but said it has little effect on the general mood. 'After midnight it can still get pretty wild on the strip,' she said. 'Young people are drinking and dancing in the street. But it is mostly legal. 'There are no drugs. Well, some do sell some hashish, but there is no cocaine as you see elsewhere. Mostly it is just alcohol. But there is a lot of that.' Around the corner from the Strip and popular with football fans is Magaluf Square, which has huge outside screens to broadcast matches - until that midnight noise curfew kicks in. It offers 'two hours of bottomless drinks' – sangria, prosecco, cocktails and draught beer, along with three small plates of tapas – calamari, patatas bravas, chicken wings, and others, for 40 euros. The more upmarket Oceans Calvia Beach club is particularly popular with young high-spending Scandinavians. They offer packages for large groups where 400 euros buys access, a bottle of 'premium spirits', such as Smirnoff vodka, with three litres of mixers as well as two jugs of cocktails. More earthy, less aspirational settings, like the Coco Bongo or The Benny Hill Place are more affordable – with draft beer for 4.50 euros a pint, shots for 4.00 euros, and a whole bottle of Smirnoff for 70 euros. A full English, Scottish or Irish breakfast costs 6.50 euros. Fish and chips is less than ten euros. Owner Sergio told the Daily Mail: 'You can get anything you want in Magaluf, anything that is legal, or just about legal. There is drinking, watching football, playing games. 'The police are no problem. If you don't start a fight, you can do what you want until six o'clock in the morning.' 'And if you want women there are many strip clubs and lap-dancing places.' This brings us to the sleazier aspect of the resort - which is still very visible despite the Mayor's clean up initiative. In the early evening we saw packs of sun-burned, hungover and barely dressed young men and women try to shake off the excesses of the previous night by downing shots. Pictured: Revellers in Mallorca last year Alcohol poisoning, sexual assaults, fist fights and even stabbings are frequent events and paramedics often have to rescue youngsters who have passed out in the street or suffered some other kind of self-inflicted injury Young Britons predominate but they are joined by their partners in crime from across Europe - Holland, Poland, Germany, Ireland, Norway, even some from other parts of Spain A private dance at one of the dozen or so lap-dancing clubs costs 30 euros a time. Entrance is often free with pints of vodka and Red Bull selling for just six euros. An hour with a prostitute costs about 100 euros, Sergio explained. 'Come, come, come with me and have a beer', invites a muscle-bound, young English man at the entrance to a 'private bar'. A wide-eyed, young, unnatural blonde Irish woman is more direct. 'If I put your head in my t*ts, will you come into the club?,' she asked. The all-you-could-possibly-need shops close to the beach are closing up - so that essential 'I love c***', 'I love ginger p****', or 'I love big ass' t-shirt will have to wait. Not quite the stuff of a benchmark for higher quality tourism, arguably. But one group we talked to would have delighted the mayor - a party of Oxford University students who had come here hoping to discover Magaluf's cultural side, having been attracted by 'an amazing last-minute deal' rather than a cheap party reputation. Jo, 23, from Oxford, said; 'We're on a girls' holiday. We came to Magaluf because on lastminute.com it was £400 for five days, flights, hotel and breakfast. 'It's our first day here. We have not seen the late night nightlife yet. I'm looking forward to a boat trip, food and a bit of culture, maybe. Rebecca, 20, from London said: 'I've come for a bit of sun. It's an amazing beach. The water is very blue. I want to relax and spend time with friends. 'I'd heard about the reputation of Magaluf and that made us realise we need to look after each other. It's less grotty than we expected. 'But you can tell that there are lots of British people because there's loads of pubs and kebab places.' Lydia, 21, from Oxford, said: 'I came to de-stress after three years at uni. Tonight we were looking for paella, and it was great.  Maliki Singh (pictured), owner of the Magaluf Steak House, said more and more families are now coming to the resort, instead of 'the old model' of tourist Kebab shop owner Mohammed Noazz (pictured) however said that trouble is still regular: 'There was another fight last night right here on the strip' 'If you have self-control, you can have a budget holiday. I just want to hang out with friends.'  Bella, 20, from Birmingham, added: 'I think it's beautiful. I think the landscape is stunning. 'I know about Magaluf's reputation but if you've got your head strewed on, and you're not here for the wrong reasons, then you can enjoy it as a normal holiday. 'At the end of the day you're in a beautiful holiday destination.' The comments below have not been moderated. The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline. By posting your comment you agree to our house rules. Do you want to automatically post your MailOnline comments to your Facebook Timeline? Your comment will be posted to MailOnline as usual. Do you want to automatically post your MailOnline comments to your Facebook Timeline? Your comment will be posted to MailOnline as usual We will automatically post your comment and a link to the news story to your Facebook timeline at the same time it is posted on MailOnline. To do this we will link your MailOnline account with your Facebook account. 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