Online searches for holidays in Magaluf rocketed in the week that it was reported that a British holidaymaker had performed a sex act on 24 men in a bar during a pub crawl in the Spanish resort.
A video of the unsavoury performance went viral, creating a stir in the British media, and interest in Magaluf rose 24%, according to hotel search site Trivago.
It said when it compared its searches for Magaluf during the week of July 4 to 10, they were almost a quarter up on the previous week.
However, in the same week last year, searches for Magaluf went up 39%, which, said Trivago, suggests some visitors were put off by events reported in the media.
The mayor of Calvia, which includes Magaluf, told TravelMole last week that the region has been working with UK-based PR firm KBC PR & Marketing to change the perception of the area.
"Our commitment to promote our beautiful region to the UK remains as strong as ever," said Manuel Onieva.
