"Passionate about tourism." So states the mayor of Palma, Jaime Martínez, on his Twitter (X) page. Well before becoming mayor, the Twitter account had informed us that he was passionate about tourism. And such was his passion that towards the end of 2013 he had become Balearic tourism minister when Carlos Delgado unexpectedly quit. The following year, his passion was stretched to the limit by the notorious 'mamading' video that represented (possibly) Magalluf's absolute nadir. But fortunately, passion was plentiful. Around that time, Palma was coming up with its 'Passion for Palma' slogan and logo (with its various spin-offs) and Meliá were passionately transforming Magalluf.
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