Nestled in the south-west of Mallorca, the historic town of Calvià is famed for its classical architecture with many buildings dating as far back as the 17th century and easy reach to beaches and mountain views.
In Magaluf, one of the largest resorts in the municipality, a new “selfie trail” is putting the popular holiday destination on the map for camera-ready visitors.
Launched under the slogan “Magaluf for All” in April, the Calvià Town Council’s new route includes strategically placed photo booths to attract visitors and residents alike to get Instagrammable snaps of themselves and the town.
To solve the digital age-old dilemma of choosing between asking a stranger to take your photo or settling on taking a selfie to capture both yourselves and the scenic views, the council has teamed up with a company called TURS to market the experience.
The route consists of “patented smart signage that allows visitors to take perfect photos and selfies independently”, Calvìa Town Council’s press release said.
So far, four designated selfie stands have been installed on Passeig Calvià and near Magaluf beach on the seafront promenade. The locations include the historic Cas Saboners estate, which the town council recommends taking photos at sunrise, and Illa de Sa Porrassa.
Three more selfie stands are set to roll out in the future at the Torre de Torrenova estate.
For the tech savvy, the route offers more than a photo opp. With just a few clicks, users can map out where to go on the trail to get the best photos. A web app has also been designed with an audio guide available in several languages for users to learn more about each point in more detail.
Calvià’s council said the initiative is part of a broader campaign to promote sustainable tourism awareness, highlighting that the route is backed by the Balearic Government and funded through Mallorca’s sustainable tourism tax.
The initiative is designed to encourage “responsible behaviour among tourists and residents, fostering coexistence and environmental stewardship”, the council said.
It added that the drive would promote Magaluf organically with the support of visitors turning themselves into the “best ambassadors of the destination”, by sharing their memories online.