A campaign has been launched in Mallorca to tackle beach littering and binge drinking by European tourists. A new penalty system could see Britons facing a £1,400 fine for excessive drinking or leaving bottles on the sand.
The four-mile Playa de Palma in the capital Mallorca, a booming destination for young British holiday-makers, will be the area most patrolled. In recent years, locals have named Britons and other north European tourists 'bucketheads' after plastic tubs used to drink rum, vodka and sangria which are often then thrown onto the beach. The council criticises the English for being the third most offensive nationality, behind Austrians and Germans.
The crackdown is part of the city council's endeavour to promote a more sophisticated and selective brand of tourism on the island. Therefore young holiday-goers planning a trip to Mallorca should bear in mind that typical 'Magaluf' style beaks are becoming less tolerated. Visitors to Mallorca this summer are advised to look out for posters ordering 'No en la playa' which display a large yellow bucked with straws and a bottle. Equally, we recommend you do not drink on the beach, and pay particular attention to dispose of all litter in bins.
Through its campaign, Palma hopes to sell itself as an architectural and gastronomic destination and to boost its integrity as a cultural holiday spot ideal for visits all year round. The consortium in charge of development in Palma has announced that up to 60 per cent of hotel space will be abolished and replaced with higher-budget accommodation destined at families and "a more discerning tourist." This is good news for families who wish to enjoy Palma's idyllic beaches and sites such as impressive gothic Cathedral of Santa Maria of Palma away from European binge-drinking culture.
If successful, Mallorca's campaign may see young British travellers focus their attention to other destinations in the future. Nevertheless, it will take an extensive makeover to break Mallorca's reputation as a clubbing and drinking hotspot for young Europeans.
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