Fifty years ago this was a lonely dune-covered shore; now it has become the major resort on Mallorca's east coast. The main attraction are its fine sandy beaches; from Cala Bona ('the good bay') to Cala Millor ('the better bay') they stretch unbroken for 2km.
Cala Millor, like many of the eastern coast resorts, are popular with north Europeans. In summer it is 'lively', travel-agent speak for brash, and best avoided unless you like discos and late-night bars. In winter it takes on a new atmosphere, as a resort for the 'young at heart', another travel-agent euphemism. To see what this coast used to be like, walk to the headland at Punta de n'Amer.