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The hotspot for sex, drugs and dance music is looking to go from 24-hour partying to 24-karat gold

Orlando Bloompunches Justin Bieberin a club. Leonardo DiCaprio lounges on his yacht. It is all part of summer time on the Spanish island of Ibiza, famous for its A-list celebrities, world-class DJs and jam-packed, all-night parties.

Celebrities have identified the clubbing mecca as a must stop on the international party circuit at least since the 1950s when Errol Flynn used to moor his yacht Zaca and come ashore with his entourage.

But something seems to have shifted lately, according to a BBC report earlier this month in which several DJs said Ibiza has become too expensive for young people.

Im playing in Ibiza this year, only because they pay well, Afrojack told the BBC. The whole magic you used to have on Ibiza is not possible anymore because a ticket is $100 (75). I go to Mykonos, play exactly the same thing and you buy a $13 (10) ticket. They are too focused on the VIP.

With competition for the title of party island coming from Greece and Croatia and Las Vegas comeback fueled by Electronic Dance Musicand Sin Citys ability to snag top talent, Ibiza is in the midst of rebranding itself from a destination for 24-hour partying to one offering a 24-karat gold experience.

Spains so-called White Island is aiming to lengthen its season and boost its identity as a luxury destination. Think a newly improved marina for yachters, fancier restaurants and five-star hotels the only new hotels allowed on the island since 2007.

There has been a huge investment in thematic hotels aimed at the upper-end of the price range, said the Ibiza governments tourism secretary Carmen Ferrer. Its not just about the hotels, but all they offer surrounding them restaurants, water sports, music and leisure. But I think what really distinguishes the luxury offer in Ibiza is the unique lifestyle the island allows.

The clear preference for the very VIPs this year was the Ibiza Gran Hotel, which boasts the islands only casino and is sandwiched between the legendary club Pachaand restaurant-cabaret Lio, next door to the marina and cocooned in lavishness.

We have noticed that the luxury consumers are growing faster and faster, and the world of luxury involves so many services, Ibiza Gran Hotel general managerRaul Sierra said.

See the article here:
Ibiza Rebranding from Hippy Haven to Luxury Destination