Mediterranean island of stunning natural beauty. Its early reputation for cheap mass tourism emerged from the large scale developments on the island's south west coast. Early resorts which remain popular today include Magaluf and Palma Nova to the west of Palma and Can Pastilla to the east. In more recent times Mallorca has reinvented itself with an emphasis on more upmarket tourism with visitors encouraged to explore the island's beautiful coastline and interior. The east coast of Mallorca consists of more than fifty secluded coves of enormous beauty.