For those in the UK, Mallorca might be best known as the island wannabe influencers jet off to so they can strut through the Love Island villa. Or the island teens embark on their first clubbing holiday, visiting the party resort of Magaluf. But, recently, there’s been a change in the water – and a variety of very famous faces have been spending time on the Spanish island.

Yep, if you don’t already know the gorgeous beaches of Mallorca, you’re about to see a lot of them on your Instagram feeds. Even Hailey and Justin Bieber have been relaxing on the Balearic island this week, with Justin sharing some loved-up pics of the pair enjoying a sunset on the beach.

But the destination was definitely Hailey’s fashionable choice, as she’s hosted a Summer Camp for Rhode Skin on the island – taking over the Gran Folies beach club until July 23, with Instagram-ready grey and eggshell yellow sun loungers, towels and beach inflatables.

Mallorca might have already popped up on your For You Page too. TikToker Anna Shumate – known as annabananaxdddd on the app, where she has 11million followers – was recently in Mallorca with a few of her TikTok famous pals, where they’re uploading clips chilling by the pool, as well as dancing at BCM Mallorca, the biggest and one of the most famous nightclubs in party resort Magaluf. The multi-floor club has a capacity of 7,000 people, and some of the biggest names in music have hit the decks, including Tiesto, Calvin Harris and Steve Aoki.

Anna and her friends are not alone. Earlier this month, Alix Earle – Hot Mess podcaster with 7.5million followers on TikTok – also jetted to the island for a reunion with her mates from college, and yes, she was also relaxing in beach clubs and partying on the island. In one video, teetering in heels, she’s hiking with friends back up to their villa from a night out. And loads of holidaymakers on the island uploaded their own TikToks, shocked they were on the island at the same time as one of the internet’s most famous.

Because Mallorca, particularly Magaluf, being the new It girl holiday destination for Gen Z is a definitely a surprise to some. For Brits, Magaluf is more associated with the noughties BBC Three TV series Sun, Sex and Suspicious Parents – a party resort for teenagers and those in their early 20s to let loose, sleep with people they shouldn’t, and vomit up far too much alcohol. In fact, Magaluf was once dubbed the Mediterranean’s ‘worst’ holiday destination, and rather horrifically nicknamed ‘Shag-a-scruff’ by Brits due to its popularity with said youngsters as well as stag dos looking for a cheap place to wreak havoc.

So, why are the internet’s buzziest influencers opting to spend time on the island? And how has Mallorca managed to turn its cheap and cheerful reputation to one of luxury? Grazia asked co-founder and CEO of Luxury Escapes Adam Schwab why the destination is starting to feature on people’s vision boards for 2025 and beyond.  

‘This generation wants more from their summer holidays,’ he told us. ‘It’s not only about chilling by the pool anymore – they’re after a cool vibe, wellness additions, great food, and that Instagram-worthy feel. They want something that’s as enjoyable as it is shareable.’ (And isn’t that the truth.)

He says the company has noticed a shift in people booking trips to the island, thanks to the hype online. They say, from May, they’ve seen a 39% increase in Mallorca bookings compared to the same period last year, and that Mallorca is now the most searched Spanish destination for those in the UK too, overtaking Barcelona and Madrid.

‘The buzz around the destination is partly thanks to social media and celebrity influence – it adds a layer of aspiration and cultural relevance,’ he says.  ‘That’s especially true for Gen Z travellers from the US – lots of them are discovering Mallorca for the first time thanks to that kind of cultural exposure,’ he added. ‘For Brits, it’s a bit different – many grew up knowing Mallorca as a classic family holiday destination. However, as a whole, the destination is being seen in a totally new light, and that’s what makes its resurgence so exciting. It’s not just a comeback – it’s a new era shaped by a new generation of travellers.’

Jet2Holidays also say they’ve noticed a shift towards more glamorous Mallorca holidays, as a spokesperson tells us ‘there has also been a lot of growth in four and five-star hotels and more of a focus on luxury’. ‘While Magaluf still has the classic partying side for those who want it, the evolving mix of holidaymakers has led the resort to diversify its offerings,’ they say.

So, there you have it. If you desperately need a break abroad, you want to post enviable Instagram stories by the beach and the pool, and you’re partial to be a bit of partying, maybe consider Mallorca. All the cool girls are.