Palma de Mallorca, 2012-11-13 — /travelprnews.com/ — The Spanish Government has approved the “Tourism Merit Award for public-private partnership for the modernization of mature destinations” to Melia Hotels International, in recognition of its repositioning project for Magaluf, one of the most popular destinations of Mallorca, developed in the 60s.
These Honorary National Awards were created in 1962, and this is a brand new category that aims to acknowledge those Institutions and Companies that have remarkably cooperated with the public sector in order to renovating mature tourist destinations, helping them to increase their quality, accessibility and image to reposition them in the market.
Therefore, the project led by Meliá Hotels international & its partners´ has become a reference for private projects that, like this one, bet for the reinvention of the obsolete tourist offer, and for enhancing the destination’s social and economic sustainability, in Allianz with the public sector.
The Calviá Beach Resort Project was declared of “Regional Interest” in 2011, getting the Balearic Government’s and the Calviá Town hall’s support. This has been key for reducing the bureaucratic timings and also to provide higher legal security to potential investors. Thanks to all this, it has been possible to renovate several hotels located in the sea-front, as well as to create new leisure spaces and businesses such as the newest location of the Global luxury lifestyle and hospitality brand, Nikki Beach, Nikki Beach Mallorca, and the first European location for the “Wave House” brand – a leisure brand incorporating artificial waves pools to practise the “Flow Riding” and the “Flow Barrelling” sports. The first phase has also included the theming of a hotel to become a family resort, “Sol Katmandu Resort”, and others that have contributed not only to the destination’s image, but also to attracting new markets and creating new jobs, whilst increasing tourist profitability and competitiveness as a whole.
Meliá has always been linked to Mallorca and to Magaluf, and with the valuable and sustained support of the Balearic and local Governments, the Company aims to keep contributing to its repositioning, and to the further destination’s sustainability. The project’s coming phases point to new actions such as the pedestrianization of the street behind the sea-front, the improvement of the urban surroundings and the change of use of some hotels to adapt them to the new requirements of the XXI century tourists
For the Company´s CEO, Mr. Gabriel Escarrer, “ this acknowledgement reinforces our commitment to the renovation of a destination deserving of a “second chance “, due to its enormous potential and for the relevance of the tourism activity for the local society”.
Contact:
Communications Department – Meliá Hotels International
971 22 44 64
comunicacion@melia.com
www.solmelia.com
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