Magaluf is now a safer and more family-friendly holiday destination following the introduction of a five-year regeneration plan in 2015, research from Melia Hotels has revealed.
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The resort in Mallorca saw a crackdown on bar crawls in 2014, with the banning of drinking in the street at night.
In 2015, Balearic authorities introduced plans to extend the island's season from eight months to nine to attract tourists seeking alternative breaks, such as sports-based holidays, Travel Weekly reports.
At the 2017 World Travel Market, Melia Hotels International's chief real estate officer Mark Hoddinott said: "We are driving more families at the top-end to Calvia Beach hotel. There is far less reliance on the Brits.
"The dependence on any one market is no greater than 30%. Previously, we depended on the Brits for 75% of our guests in Magaluf."
Calvia's Mayor Alfonso Rodriguez Badal told the Daily Star: "Youth tourism has dropped and we are where we want to be after two years.
"Overall volumes of tourists are also increasing because we have been working on attracting more people in the shoulder season."