Magaluf successfully inaugurates the first phase of its new seafront promenade

Authorities and a large turnout of visitors took part in a festive event on one of the most iconic beaches in the municipality of Calvià. The celebration began at 11 a.m. with the traditional ribbon-cutting ceremony at the intersection of the promenade and Contra Almirall Ferragut Street.

Calvià’s mayor, Juan Antonio Amengual, expressed his gratitude for the efforts of administrations, businesses, and workers in completing the area’s transformation:"We are joined today by the architects of Magaluf’s transformation—from the various administrations, including the British Embassy, to the companies and workers who have adapted to modern times. Today, Magaluf is a source of pride for all of us; a model of renewal among mature destinations, and an engine for the economy and employment in our municipality and across the island."

The inauguration was attended by Mayor Juan Antonio Amengual and his local government team; Government Delegate Alfonso Rodríguez; President of the Consell de Mallorca, Llorenç Galmés; Director of Tourism Strategy for the Balearic Islands, Pere Joan Planas; Minister of Tourism of the Consell de Mallorca, Marcial Rodríguez; Island Director of Tourism for Supply and Quality, Clara del Moral; Island Director of Governance and Sustainability, Pedro Mas; Island Director of Demand and Hospitality, Marco Táboas; and Calvià’s Justice of the Peace, Miguel Plasencia, among others.

From the business world and civil society, attendees included Gabriel Escarrer Jaume, CEO of Meliá Hotels International; Toni Mayol, President of the Calvià 365 Foundation and the Peguera-Cala Fornells Hotel Association; Mauricio Carbadella, President of the Palmanova-Magaluf Hotel Association; Juan Miguel Ferrer, President of CAEB Restauración Mallorca; Cesar Amable, President of PIMEM Restauración; Pablo Ripoll, President of Meliá Retirees; and Catalina Feliu, owner of the first house built in Magaluf in 1930, among many others.

After touring the promenade, the group was welcomed by traditional xeremiers (folk musicians) and a ball de bot dance group. The institutional ceremony took place at Jacques Sasson Square, the heart of the day’s activities, and featured speeches from Mayor Amengual, Gabriel Escarrer Jaume, Pere Joan Planas, Llorenç Galmés, and Alfonso Rodríguez.

Amengual paid tribute to Gabriel Escarrer Julià—who passed away last November—calling him “the visionary entrepreneur who once believed in Magaluf.” He recalled, “Exactly one year and 16 days ago, Mr. Escarrer unveiled the plaque that now bears his name on this very promenade. Today, from somewhere above, Don Gabriel proudly watches the inauguration of this new seafront promenade named in his honor, an event in which much of his family is also present—and for that, I am deeply grateful.”

Gabriel Escarrer Jaume remarked, “Everything we are is thanks to Magaluf. My father started here 68 years ago, and we are committed to Magaluf and Calvià. Magaluf deserves a second chance—it has a bright future. I must thank Calvià Town Hall for their exemplary public-private collaboration. We no longer have excess tourism; a great deal of work has been done, made possible only through collective effort. Now we must continue striving for excellence.”

One of the most emotional moments came with the presentation of the Cor de Calvià, a metal artwork by local artist Carlos Terroba, to Catalina Feliu. The first house built in Magaluf in 1930 has been passed down through generations of the Feliu family and is today a treasured architectural and heritage landmark. A documentary titled Catalina i Magaluf, directed by Maria Pujalte Aleñar, was screened, chronicling the family’s story and their iconic home.

Llorenç Galmés praised the “effort to complete such an important project for Calvià and Mallorca in record time,” and added a tribute to Gabriel Escarrer Julià: “I am sure he is watching from a privileged place, proud of the progress in Magaluf.”

Alfonso Rodríguez reflected on the area’s transformation: “Magaluf used to be splashed across sensationalist headlines. Today, it’s seen as a model of change and transformation. Tourists now see it as a paradise.”

Pere Joan Planas commended the private sector’s efforts to improve the area’s offerings in terms of quality and sustainability, stating: “They deserve recognition for their commitment, and this initiative was only made possible through strong public administration collaboration.”

The day began at 9 a.m. with sports activities on the beach. All events were free and open to both tourists and residents. A highlight was an exhibition by German ATP tennis player Daniel Altmaier, held on a mini-court set up on-site. Altmaier is currently competing in the ATP Mallorca Championships 2025 in Santa Ponça.

Businesses along the promenade offered special prices for residents, live music, workshops, classes, and tasting menus at the first Magaluf’s Gastro Fair. The street came alive with performances by the Charanga Cansina and Circo Stromboli. Activities and workshops were organized for children, along with live DJ sets and concerts.

A photocall was set up for attendees to capture their moment in front of Sa Porrassa Island. Hundreds of photos were taken. Photography also had a prominent place with the exhibit 100 Years of Magaluf.

A popular attraction was the Biblio Roulotte, Calvià’s mobile library, an initiative by the IMEB (Municipal Institute of Education and Libraries), which travels to public beaches and pools throughout the summer.

Tourism promotion also had its moment. A video was shown about the upcoming ABTA congress—the leading UK travel agency and tour operator association, comprising over 4,300 companies—which will take place from October 6th to 8th, 2025, in Magaluf. The event will showcase the destination to industry professionals, highlighting its evolution and potential beyond sun-and-sand tourism.

Sunday’s inauguration marked the completion of the first 650-meter phase up to Jacques Sasson Square. The second phase of construction will begin next winter to minimize disruption to local tourism businesses and shops.

The project aligns with EU sustainability guidelines, creating a natural setting with low-visual-impact dunes, drought-resistant plants, palm trees, and a water collection system to reduce the use of potable water.

The dunes were outlined using reeds and other plant species, with a maximum height of 80 cm to avoid obstructing sea views from the promenade or beachfront terraces. A total of 48 palm trees were planted in small clusters or "oases."

A stormwater collection system has been installed along the promenade. Water is treated on-site and used for irrigating dune vegetation. Foot showers supply seawater extracted from the beach’s aquifer. These measures aim to reduce the consumption of mains-supplied drinking water.

Upgrades also include new lighting, a barrier wall separating the promenade from the beach, and a central drainage channel.

The work is funded with €4 million from the EU’s Next Generation Recovery, Transformation, and Resilience Plan, in collaboration with the Ministry of Industry and Tourism and the Balearic Government's Ministry of Tourism through Illes Balears Sostenibles. An additional €1 million comes from ITS (Sustainable Tourism Tax) funds.

The event is part of the Magaluf for All campaign led by the Calvià Town Hall and funded by ITS.