PRESS DOSSIER 2015
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1. GEOGRAPHICAL AND DEMOGRAPHIC DATA Lloret de Mar is situated in an outstanding geographical setting: the Costa Brava, an area that has long been renowned for its natural beauty in the form of a rich coastal and mountain landscape. It also stands out for its strategic location, close to cities such as Barcelona, Girona, Figueres and Perpignan.
Excellent transport connections The town can be reached by plane, thanks to its proximity to the airports of Barcelona (60 minutes), Girona (20 minutes) or Perpignan (90 minutes); by car, taking exit 9 on the AP7 motorway (part of the E15 trans-European route) if travelling south from Girona-France, or from the C32 motorway if travelling north from Barcelona; by bus, through several scheduled bus services from Barcelona, Girona and other European cities; or by train, along the commuter line that stops at Blanes station. Lloret de Mar is on average just 2 hours 45 minutes’ flying time from any European capital, and is located very close to several places of interest that make ideal day trips. The modernism of Barcelona and Gaudí, the entire Costa Brava, the Montmeló race circuit and the Dalí Museum in Figueres are just some of the examples of places to explore using Lloret de Mar as a base. Moreover, Lloret is close to both Girona and Barcelona, both of which have highspeed rail links to other parts of Spain (AVE) or France (TGV).
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Climate With a temperature that oscillates between 6ºC and 27.5ºC, Lloret de Mar is an ideal destination for enjoying at any time of year, with all sorts of tourism and leisure options to explore. Demographics With 38,832 inhabitants, Lloret de Mar forms part of the South Costa Brava and together with Blanes and Tossa del Mar constitutes a territorial and tourism unit with over 80,000 residents and 1,500,000 tourists. Setting Lloret de Mar covers an area of 48 km2 and enjoys a rich landscape that includes protected areas such as the Cadiretes Massif and Pinya de Rosa. The Lloret coastline stretches along more than 9 kilometres, with five beaches (Canyelles beach, Lloret beach, Fenals beach, Sa Boadella and Santa Cristina beach) and many coves, such as Cala es Xuclador, Cala Banys, Cala des Frares, Caleta Safareig d’en Sitre, Cala Trons, Cala sa Tortuga, Cala Gran, Cala Morisca.
4 of the 5 beaches in Lloret de Mar hold the Blue Flag
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2. LLORET DE MAR, TOURISM MODEL FOR THE 21ST CENTURY On a strategic level, the tourism policy road map of Lloret is marked by the Lloret de Mar 2010-2014 Strategic Tourism Plan, drawn up in 2010. The 2010-2014 Strategic Tourism Plan brought together a decade of studies and projects focused on joint initiatives between the public authorities and the private sector, which began in 2001 with the creation of the Lloret Turisme tourism promotion body. One of the priorities of this strategic plan is to gain access to a mature tourist destination restructuring plan, as set forth in programme 1 for the comprehensive management of the destination, which in turn would boost the consolidation of the destination's own comprehensive improvement programmes and that of its strategic tourism products. Last year, on 31st March, the Government of Catalonia, Lloret de Mar Town Council and the Business Round Table, formed by the private sector in Lloret de Mar, signed an agreement that makes Lloret de Mar the pilot destination in Catalonia for the implementation of a programme for the comprehensive reconversion of mature destinations, as set forth in the Strategic Tourism Plan of Catalonia. The project encompasses aspects such as urban regeneration, the improvement of competitiveness and the fostering of smart destinations, along with the development of strategic tourism products and the attraction of investment.
ď€Œ
Lloret de Mar is the pilot destination in Catalonia for the implementation of a programme of the Government of Catalonia for the comprehensive reconversion of mature destinations
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3.GENERAL TOURISM DATA
5th-ranked sun and sand destination in Spain in terms of hotel bed spaces
+ 30,000 accommodation bed spaces
+ 1 million visitors every year
+ 5 million overnight stays every year
Lloret de Mar has 121 hotel establishments with approximately 30,000 hotel bed spaces. 50% of its hotel accommodation offering is concentrated in hotels with three stars or more, while 64% of the five-star and luxury hotel accommodation on the Costa Brava is located in Lloret de Mar. Accommodation figures for Lloret Type
Hotels
Number of bed spaces
Guest houses
23
1,164
1* Hotels
14
1,464
2* Hotels
7
1,566
3* Hotels
36
11,168
4* Hotels
37
13,435
5* Hotels
4
785
Total
121
29,582
In addition to hotel bed spaces, there are also 4 campsites in Lloret de Mar with a total of 4,001 bed spaces, 11 tourist apartment blocks with a total of 381 bed spaces and 2,055 dwellings for tourist use, with over 14,312 bed spaces.
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Visitors and overnight stays in 2014 With 1,029,316 visitors and 5,126,145 overnight stays, Lloret de Mar remains one of the leading tourist destinations in Spain. The average length of stay in 2014 was 4.5 days and the occupancy level was 64.82%. Visitors (totals) Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Dec
TOTAL
2013
..
22,700
63,583
86,326
114,776
140,808
157,760
179,429
133,554
82,762
35,507
..
1,017,206
2014
..
30,070
57,397
102,294
107,244
139,228
145,954
177,610
125,316
100,982
43,221
..
1,029,316
Jan
Increase (No., %)
12,110
1.19%
Overnight stays (total) Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Dec
TOTAL
2013
..
71,075
241,303
364,377
507,642
647,568
943,865
1,016,232
692,766
392,612
112,396
..
4,989,837
2014
..
87,167
240,912
452,775
432,567
671,066
883,877
1,027,930
721,732
475,574
132,545
..
5,126,145
Jan
Increase (No., %)
136,308
2.73%
* Provisional data of the National Statistics Institute (November 2014)
Comparison statistics 2013-2014 6.000.000
4.989.837
5.126.145
5.000.000 4.000.000 3.000.000 2.000.000
1.017.206
1.029.316
1.000.000 0 visitors
overnight stays 2013
ď ˛
2014
Every year, Lloret de Mar welcomes 12% of the tourists who visit Catalonia and over 40% of the tourists who visit the Costa Brava
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Figures for international outbound markets in 2014: In 2014, Lloret de Mar continued to work with consolidated markets such as France, Germany, the UK and Belgium, as well as fostering the development of strategic emerging markets, such as tourism from Russia and other parts of Eastern Europe, not to mention tourism from Spain, in particular Catalonia itself, which remains a key market.
The main outbound markets in terms of visitor numbers in 2014 were: Country
Number
Percentage
Spain
305,296
29.66%
France
184,660
17.94%
Germany
103,142
10.02%
United Kingdom
95,561
9.28%
Russia
94,781
9.21%
Belgium
41,044
3.99%
Italy
38,389
3.73%
Poland
38,375
3.73%
Netherlands
17,002
1.65%
Number
Percentage
2013 Data: Country Spain
215,440
21.18%
France
203,457
20.00%
Germany
123,963
12.19%
Russia
107,590
10.58%
United Kingdom
84,829
8.34%
Belgium
50,773
4.99%
Italy
45,024
4.43%
Poland
34,383
3.38%
Netherlands
23,102
2.27%
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Comparison of visitor nationalities 2013-2104 350.000 305.296 300.000
250.000 215.440
203.457 184.660
200.000
150.000
123.963 103.142
100.000
84.829
98.561
107.590
94.781 50.773
50.000
0
España
Francia
Alemania
Reino Unido
2013
Rusia
45.024 41.044
Bélgica
38.375 38.389 34.383
Italia
Polonia
23.102
17.002
Países Bajos
2014
This comparison shows a slight decrease in the French and Russian markets and an increase in the number of visitors from the UK and Spain (of which 75% are from Catalonia). Spain is Lloret de Mar's largest outbound tourism market with 29.66%, a significant increase on last year's figure of 21%, with 215,440 visitors.
International visitors to Lloret de Mar principally come from France, Germany, the UK and Russia
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4. TOURISM PRODUCTS: FIGURES AND NEW DEVELOPMENTS FOR 2015 Special interest
Nature - active
Health
Leisure
Sports
Urban beach
Daytime leisure
Events
Culture
Golf
MICE
Shopping
Gastronomy
4.1 Urban beach Lloret de Mar has established itself in recent years as an urban beach tourist destination, as well as positioning itself in other tourism segments, such as sports tourism and MICE tourism. We understand urban beach as a coastal destination concept in which the natural attractions of sun and sand are complemented by a series of added values of the area, such as its culture and gastronomy, along with its shopping and leisure offering. Urban beach has continued to be Lloret de Mar's most important tourism product in recent years. In addition to the significant investment made in the maintenance of beaches and their services (â‚Ź1.5 million per year), the town remains committed to the structuring of complementary products such as nature-active tourism, gastronomy, shopping, leisure and culture. Launch of the Lloret Card In 2015, Lloret Turisme has reached an agreement with various tour operators and hotels in order to launch the Lloret Card. The Lloret Card is an official card created by Lloret Turisme to bring together the destination's private and public tourism offering. It includes promotions, discounts and a wide range of special offers in heritage venues, shops, restaurants, bars, leisure activities, nightlife venues and all sorts of tourist establishments.
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Two categories of the official card can be purchased: •
Lloret Card: valid for adults and young people over 12 years old. Price: €10
•
Lloret Senior Card: for the over 55s. Price: €7
4.1.1. Cultural venues: MOLL In 2003 the town council created the Open Museum of Lloret (MOLL), a project through which the town's main attractions have been refurbished and opened to the general public. The Open Museum of Lloret de Mar is currently composed of: •
Santa Clotilde Gardens: noucentista gardens dating from the turn of the 20th century.
•
Maritime Museum: museum devoted to the history of the Indianos (émigrés who returned home having made their fortune in Latin America).
•
Modernist cemetery: one of the main Indiano cemeteries in Catalonia.
•
Can Saragossa: building that houses the archaeological remains of the Iberian settlements.
•
Castle of Sant Joan: 11thcentury mediaeval tower.
•
Puig de Castellet: Iberian settlement.
•
Es Tint: building where fishermen used to dye their nets.
Evolution and visitor data of the Open Museum of Lloret Santa Clotilde
Maritime Museum
Castle of Sant Joan
Puig de Castellet
Can Saragossa
Es Tint
TOTAL
2003
2,194
2,194
2004
3,996
3,996
2005
5,907
5,907
2006
23,611
23,611
2007
41,770
10,144
2008
42,775
20,378
2,815
243
66,211
51,914
2009
78,438
17,585
4,207
839
101,069
2010
86,120
17,399
5,975
680
110,176
2011
102,809
21,117
7,281
955
3,824
136,521
2012
91,289
16,880
4,838
275
3,321
554
117,239
2013
97,490
15,442
4,203
251
2,478
1,329
121,503
2014
101,342
20,454
6,011
269
3,329
1,405
133,337
NEW IN 2015 Incorporation of Can Font as an Indiano house-museum, completing the Indianos route in Lloret de Mar.
The cultural venues of Lloret de Mar welcomed a total of 133,337 visitors in 2014
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4.1.2 Gastronomy and shopping Lloret de Mar has over 500 shops concentrated in the town's old quarter, close to the beach. Moreover, since 2010 the shops in Lloret de Mar have been authorised to open every day of the year, including Sundays, which has proved an added attraction. The retail sector has also been given an important boost through events such as the Lloret Shopping Night, when visitors can shop until the small hours. As regards gastronomy, 40 of the town's main restaurants and hotels take part in two special gastronomic events: the Rice Gastronomy Days in May and the Cuina de l'Art Fish and Seafood Gastronomy Days in October. There are also top chefs in Lloret who have won prestigious gastronomic awards. The most noteworthy recent awards include: Sant Pere del Bosc restaurant • Restaurant of the year 2015 award in the Gourmand Guide • Two Suns in the 2014 Repsol Guide Freu restaurant • Restaurant of the year 2015 award in the Gourmand Guide • One Sun in the 2014 Repsol Guide Hotel Santa Marta • Restaurant of the year 2015 award in the Gourmand Guide Meanwhile, the province of Girona boasts 13 restaurants with 17 Michelin stars between them, including El Celler de Can Roca in Girona, the world's second best restaurant according to the prestigious Restaurant Magazine.
The shops in Lloret de Mar have been granted special authorisation by the Government of Catalonia to open every day of the year based on tourism grounds
Lloret de Mar is located in the province of Girona, an internationally renowned area for its excellent gastronomy
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4.1.3 Accessibility Lloret de Mar devotes around €100,000 per year to its Mobility and Adaptation Plan for Beaches and Coves, which it implements in conjunction with several organisations such as MIFAS and ONCE in order to structure and promote the available accessible tourism offering. Lloret de Mar currently boasts two adapted beach areas on Lloret beach and Fenals beach. These areas are equipped with: •
Sun awning
•
Amphibian chair for bathing
•
Beach access walkway
•
Adapted showers
•
Medical assistance module
•
Wheeled sun longer service
• Changing rooms When it comes to cultural venues, in Santa Clotilde Gardens electric scooters are made available to persons of reduced mobility, while a Braille guide is available at the Maritime Museum.
Lloret de Mar is a member of the ENAT (European Network for Accessible Tourism), whose goal is to foster accessible tourism throughout Europe, and participates in the Turisme per a tothom (Tourism for everyone) programme of the Catalan Tourism Agency.
4.1.4 Lloret de Mar, leisure town Leisure is one of the pillars of Lloret de Mar's tourism offering. A wide range of daytime leisure and nightlife options are available all year round, with something to suit everyone. Facilities and activities include: •
Water World, one of Europe's top water parks
•
The Municipal Theatre, with an audience capacity of 380
•
The Gran Casino Costa Brava, one of Spain's most innovative casinos
•
25 discos offering sets by some of the world's top DJs
•
27 music bars
•
7 night spots
•
Over 30 nature and adventure tourism activities (diving, nautical activities, Nordic walking, golf, etc.)
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4.2 Sports tourism
ďƒ¸ Sports Tourism Certification 2006
+ 225 annual sports events
+ 34,000 sports people and companions per year
+ 10 certified hotels
Lloret de Mar has been a certified Sports Tourism Destination since 2006 for athletics, cycling and team sports. In 2014, over 40,243 visitors travelled to the destination primarily for sport; specifically, 24,550 sports people and 15,693 companions. Main sports activities carried out during sports stays in Lloret 35%
33%
31%
30%
25%
20%
15% 10%
10%
5%
4,60%
3,80%
3,80%
Indoor Football
Handball
Basketball
0% Football
Athletics
Swimming
Main nationalities of the participants in sports stays 20%
19% 17,30%
18% 16% 14%
11,80%
12%
9,70%
10%
9,70% 8,40%
8% 6,30% 6%
5,90%
4%
2,90%
2,50%
2% 0% Catalunya
Sweden
France
Norway
Eastern Europe
Belgium
Russia
UK
Switzerland
Germany
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NEW IN 2015 7 hotels now specialise in catering for cycling stays These hotels are equipped with: •
Special parking facilities for bikes.
•
Hoses and material for cleaning bikes
•
Bike maintenance and repair service
•
Customised set menus for cyclists
•
Information service on local routes and trails
Vies Braves Lloret forms part of the Via Brava project. The Vies Braves are sea lanes equipped with signs and buoys for open-water swimmers. They run in parallel to the coastal footpaths of the Costa Brava.
Spring is the busiest season for sports activities (April, May and June)
4.3 MICE tourism and festivals
+20.000 delegates per year
+ 60 annual festivals
+ 6.500 specialised hotel bed spaces
2 conference centres
Set up in 2009, the Lloret Convention Bureau is a division specialised in the promotion of MICE tourism. The Lloret Convention Bureau is a public-private body with an annual budget of €120,000. It focuses on two main areas: •
MICE tourism: Promotion and attraction of national and international MICE tourism.
•
Festivals & Events: Advice on and organisation of functions and events through the Festivals & Events programme.
Every year, Lloret de Mar welcomes 20,000 MICE delegates, mainly for meetings of between 50 and 100 people. It also hosts over 60 music, dance and singing festivals.
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Lloret de Mar has positioned itself as a meeting point on the Costa Brava. Its strengths include: •
Good transport connections: 80 km from Barcelona, 30 km from Girona and 115 from Perpignan
•
Favourable climate
•
Heritage and culture
•
30,000 hotel bed spaces (6,500 in hotels specialised in MICE tourism) 2 conference centres Over 80 meeting rooms Team-building and incentive activities
•
Easily accessible on foot
NEW IN 2015 TBEX Costa Brava Catalonia Conference (30th April-2nd May) International conference organised by the Costa Brava Girona Tourist Board, the Catalan Tourism Agency and Lloret Turisme, bringing together 800 travel bloggers, online media writers and content creators in order to share their knowledge and experiences. The Costa Brava is the only destination in the world to host the world's leading travel blogger conference on two occasions. Promotional actions in the south of France as a priority market.
The TBEX Costa Brava Catalonia conference will have a minimum impact of 200 million Internet impressions
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4.4 Events For Lloret de Mar, events constitute a key product for reducing the seasonal nature of tourism and attracting visitors outside the high season. Lloret de Mar has an established calendar of events taking place throughout the year, covering almost every weekend. Events include: Carnival February Tirada a l’Art February Chapels Walk March Rally Costa Brava March Lloret Night Shopping May and September Rice Gastronomy Days May Lloret Formula Weekend May Americanos Fair June Beaches Walk September Cuina de l'Art Gastronomy Days October Rally Costa Brava Històric October Mediaeval Fair November Tirada a l’Art December
LLORET FORMULA WEEKEND Lloret de Mar has welcomed a large number of F1 fans every year since the Circuit de Barcelona-Catalunya has hosted the F1 Spanish Grand Prix. Its proximity to the race track, along with its comprehensive hotel and leisure offering, make Lloret de Mar the chosen destination for thousands of visiting fans on these dates.
Main data: •
The best F1 atmosphere in Lloret de Mar from 8th to 10th May
•
Ferrari exhibitions throughout the weekend plus the unique experience of driving a Ferrari with a co-driver.
•
Concerts, live music and amazing nightlife
•
LLORET NIGHT SHOPPING. The number one night for fashion lovers
•
Family area with driving activities for children and children's workshops
•
Special accommodation offers and admission to the Circuit de BarcelonaCatalunya, representing a saving of up to 50%
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5. LLORET TURISME AND TOURISM PROMOTION Lloret Turisme, the tourism promotion body of Lloret de Mar, executes its action plan in accordance with the guidelines of the 2010-2014 Strategic Tourism Plan. It also implements an Annual Marketing and Promotion Action Plan with the goal of promoting and supporting the marketing of the town's products and companies. Lloret Turisme also carries out a Communication Plan with the goal of safeguarding the development of Lloret's image. Lloret Turisme has its own holiday website, www.lloretdemar.org, available in six languages, a professional press office, professionals.lloretdemar.org, and a website for the Lloret Convention Bureau www.lloretcb.org. It also has a presence on the main social networks: Facebook, Twitter, Instagram and Youtube, along with a holiday blog. In 2014 the online platforms of Lloret Turisme received almost 600,000 visits: •
Holiday website: 554,042
•
Holiday blog: 19,606
•
Press office: 10,168
•
Lloret Convention Bureau website: 10,741
NEW IN 2015 Creation of the new professional area-press office
Lloret Turisme
@lloretturisme
www.facebook.com/lloretturisme
www.youtube.com/lloretturisme
www.linkedin.com/company/lloret-turisme
More information Lloret Turisme Av de les Alegries, 3 17310 Lloret de Mar Mobile +34 629 180 772 Anna Riera Tel. +34 972 365 788 ariera@lloret.org http://saladepremsa.lloretdemar.org.es/
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