Modern day Malia is a holiday resort, tourism and commerce are the main economic activities in the town, with plenty of hotels, restaurants, gift shops, bars and nightclubs. Malia has become one of the most popular tourist locations of Crete, and one of the most popular in Europe. The prominence of Malia as one of the leading spots for nightlife in Europe is cemented by the attraction of big name DJs and events. The Main Strip is home to many bars, clubs, taverns and restaurants. This is supported by the many close by hotels and apartments in Malia and the immediate area. Malia has a fine sandy beach which starts from the bottom of the strip and continues towards the East near to the Minoan palace of Malia.