Meliá Hotels International has concluded the first stage of its Calvià Beach Resort project aimed at generating the gradual renovation and repositioning of Magaluf, a mature resort destination located on the south west coast of Mallorca.
This beautiful location became a magnet for European tourists in the 1960s, 70s and 80s, but had lost competitiveness over recent years and seen a decline in all of its socio-economic indicators.
The project has been undertaken by the hotel company through a joint venture with the company Evertaas, and aims to lay the foundations for a new tourism model that will set an example for other destinations. The main objectives are to reposition the destination by improving its urban environment and facilities while also raising the value and economic and social sustainability of the area by integrating Magaluf into the privileged surrounding coastal environment which includes marinas and luxury residential areas.
Meliá Hotels International and its partners also have the support of the Balearic Island authorities and Calvià Town Hall, who declared the project of “special regional interest” and have provided greater administrative flexibility and a commitment to stimulate investment and guarantees for investors through increased legal security. This all made it possible to complete the first stage of the resort development in just a few months and operate the new facilities for part of the summer season from June.
The first stage of Calvià Beach Resort has focused on the renovation and repositioning of the four hotels on the seafront, affecting approximately one kilometre of beach. The actions planned for the next 4 or 5 years include the renovation of other hotels, changes in their use, pedestrianisation, more improvements to complementary facilities and the construction of new urban areas and facilities, as well as the progressive incorporation of nautical, golf and sports tourism, etc. in the low season.