The Mayor's Campaign Against Anti-Tourism Activists
Juan Antonio Amengual, the mayor of Calvia and member of the conservative Partido Popular (PP), has outlined plans to eliminate the "boozy past" associated with the resort town of Magaluf. In an exclusive interview with The Olive Press, Amengual stated his intention to take on what he describes as "anti-tourism guerrillas" who are hounding visitors to the area.
Amengual has vowed to rid Magaluf of its reputation for excessive drinking and partying. He argues that these activists create a hostile environment for tourists, necessitating a firm response from local authorities to restore normalcy and safety to the resort.
Enforcement Tactics and Record-Breaking Calm
Since becoming mayor in 2023, Amengual has overseen changes to tourist hotspots within Calvia, including Palmanova, Santa Ponsa, and Magaluf. He cited council figures indicating that the previous year was the "calmest" tourist season on record, with police complaints decreasing by 30 percent.
To maintain order and support these enforcement efforts, local police have deployed a new fleet of high-tech thermal-imaging drones designed to track troublemakers from above. These technological upgrades allow for more precise monitoring of crowds and potential disturbances in real-time.
Amengual pointed to the England vs. Argentina FIFA World Cup semi-final in July as evidence of this transformation. He noted that despite England's loss, there were no riots or significant incidents compared to previous years when similar global events often triggered large-scale disorder in the area.
Strategic Shift in Tourism Demographics
The mayor’s strategy involves attracting fewer young partygoers and British visitors while targeting families and tourists from Germany, France, Portugal, Spain, and the United States. This demographic pivot is intended to diversify the visitor base and reduce reliance on the traditional spring-break crowd.
To support this shift, priority is being given to new four- and five-star hotels, which now account for more than 85 percent of Calvia’s total accommodation capacity. The focus on higher-end infrastructure aligns with the goal of attracting a wealthier, more family-oriented demographic that spends differently and stays longer.
Amengual acknowledged that overtourism occurs at certain times but emphasized a goal of encouraging longer stays throughout the year. He stated that the focus is shifting toward showcasing the island's food and culture rather than relying solely on sun and beach tourism, aiming to create a more sustainable and year-round appeal.
Regulatory Framework and Regional Decrees
The local crackdown in Calvia follows a broader regional measure implemented by the Balearic government. In early 2020, the regional authority passed an "excess tourism" decree that imposed strict limits on all-inclusive drinks. The regulation banned alcohol advertising in certain areas and outlawed happy hours, two-for-one drink deals, and self-service alcohol dispensers in hotels.
Calvia implemented its own enforcement measures following the adoption of this regional decree. Amengual described the changes as a "major" shift in the area's character, asserting that the direction of travel is correct for the municipality. The combination of regional legislation and local innovation has fundamentally altered the nightlife landscape, moving away from the cheap alcohol promotions that previously defined the resort's identity.