And The Sun was not only on Magalluf. It was The Sun what did it, along with The Mail (among others). It ventured last week to where no sun in fact shines but where the air-con doesn't work. Thousands of British holidaymakers were being condemned to spend their entire holidays camped out in queues for passport control at Palma airport, deprived of cooling air and even bottles of water.
Does The Sun have a specific strategy for Mallorca? One that it doesn't have for all other holiday destinations? It can appear so. There again, passport control mayhem is a surefire media winner. Vast queues of bedraggled tourists, begging to be released. What could be better? And for the privilege of doing so, they'll be stumping up twice as much tourist tax next year. Rip-off Mallorca, The Sun will say.
Still, one trusts that the interior ministry might have sorted things out by next summer, assuming that Britain hasn't been bombed by the combined forces of the 27 member states. "We'll fight 'em on the beaches," The Sun will maintain. But the beaches will be those of Brighton and Skegness, not Magalluf.
Ah yes, Magalluf. Now where were we? All that high-quality tourism converting the resort into a giant beach resort of high-spending, respectful tourists with as much interest (if not more) in culture and heritage as in lying on beaches. Unfortunately, and much to Calvia's chagrin, not everything is going according to plan, and it was The Sun what told everyone. Again.
This time, though, Calvia took exception. They're considering seeing The Sun in court. Enough was enough. Declaring Magalluf a war zone and defaming the local police was too much. The Sun's special envoys to Magalluf might be advised to go even more undercover.
It's fair enough, the town hall wanting to sue. But where might they file an action? In a UK court? Tricky business taking a Murdoch paper to court or any other paper. Expensive as well. The town hall might consider asking the UK justice minister to change things, just as he plans to do with false claims. But dealing with false claims isn't the same as suing for defamation. The Sun will return. Watch out, Magalluf.