Hotel bosses in Magaluf have drawn up a five year plan to give the resort an upmarket re-brand.
A consortium of 10 British and Spanish holiday and leisure company bosses met today to discuss the multi-million pound upgrade plans.
Magaluf currently has a reputation for all-night partying and anti-social behaviour.
The five year plan includes increased hotel prices and a chain of new restaurants on the strip in a bid to make it popular with families.
New rules have already been introduced to crackdown on drunken behaviour this summer.
Partygoers are no longer allowed to consume alcohol on the streets between the hours of 10pm and 8am.
