Press kit 2011
Index Lloret de Mar: small city, great destination
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What is it like?
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Where is it?
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How do I get there?
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Why is it a first-rate destination?
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What does it offer?
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A benchmark for tourism restructuring
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What tourism products does Lloret de Mar have to offer?
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Lloret, “urban beach� destination
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Lloret, leisure centre of the Costa Brava
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Lloret, sports tourism destination
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Lloret Natura, nautical and active tourism
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Lloret Convention Bureau, conference and incentive destination
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Lloret Festivals & Events
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Open Museum of Lloret
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Lloret, gastronomy and shopping
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2010 hotel occupancy statistics
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Lloret in figures
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Lloret de Mar: small city, great destination
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Lloret de Mar is one of the most important tourism destinations in Southern Europe, situated in the incomparable setting of the Costa Brava, just 70 km from Barcelona, 45 km from Girona and 80 km from Figueres.
What is it like?
The municipal district covers 48 km2 and boasts standout features such as its five main beaches, stretching along 9 km of coastline, and a rich natural heritage.
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Lloret de Mar’s tourist attractions, services and facilities, together with its commercial, gastronomic and activities offer and its tourist accommodation and hotel infrastructure, make it one of the most varied and highest quality tourism destinations in the country. This stretch of coastline, called the Costa Brava, is known for its rocky shores and cliffs, hidden coves, Mediterranean vegetation and crystal-clear water, of which Lloret de Mar is a prime example. With more than a thousand years of history, its own language and culture, and an unbeatable geographical setting that features both sandy beaches and the leafy valleys of the Pyrenees, it has become the favourite destination of travellers from all over the world. Lloret de Mar boasts a great strategic location, close to places that are hugely popular with tourists, such as Barcelona, Girona or the Dalà Museum in Figueres.
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Where is it? Lloret de Mar is situated on the north-eastern tip of the Iberian Peninsula, in Catalonia, one of Spain’s autonomous communities. The city is situated in the province of Girona and forms part of the Costa Brava tourism brand. The Costa Brava is one of Catalonia’s most established coastal areas and one of the most visited by tourists.
How do I get there?
Bany
By plane Lloret de Mar is located close to important airports: 75 km from Barcelona airport and 30 km from Girona airport. Barcelona airport offers scheduled flights to the world’s major cities. Girona airport offers flights to several European cities through low-cost airlines, along with a large number of charter flights.
AEROPORT GI COSTA BRAVA
DEPAR
By car There are three entry points to Lloret de Mar. From the south: on the C-32 coastal motorway that connects Barcelona and Lloret. From the north (France): exit 9 (Lloret de Mar) on the AP7 motorway. From the north-east: Lloret is 12 km away from Tossa on the G-680 road.
E-15 Montmeló (Catalunya Circuit)
AP-7 C-32 N-11
By bus Lloret de Mar is connected to Barcelona, Girona and major European cities through scheduled and private bus services. Lloret boasts an international bus station and private stations that cater for foreign coaches.
BARCELONA AIRPORT BARCELONA
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FRANCE
AP-7 E-15
Figueres
Besal煤
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N-11
GIRONA
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Sant Feliu de Guixols
Tossa de Mar
LLORET DE MAR
Blanes
DEPARTURE BLANES
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1.4 Why is it a first-rate tourism destination? Lloret is currently the most important tourism destination on the Costa Brava.
Every year it welcomes 12% of the tourists who visit Catalonia and more than 40% of the tourists who visit the Costa Brava.
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In 2010, Lloret de Mar welcomed 1,039,544 visitors and 5,381,104 overnight stays were recorded in the city. Lloret de Mar is also Catalonia’s number one sun and sand destination in terms of the number of hotel bed places and overnight stays in hotel establishments and is ranked fifth for the whole of Spain. The hotel accommodation offer comprises 125 establishments with a total of 31,222 bed places. It is worth noting that more than 50% of the hotel accommodation offer is concentrated in three-star or higher hotels.
TYPES AND CATEGORY
NUMBER OF ESTABLISHMENTS
CAPACITY
5-STAR HOTELS
3
743
4-STAR HOTELS
28
11.121
3-STAR HOTELS
40
13.957
2-STAR HOTELS
11
2.204
1-STAR HOTELS
15
1.702
GUEST HOUSES
28
1.495
APARTMENTS
38
3.624
4
3.421
CAMPSITES
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64% of the five-star and luxury accommodation available on the Costa Brava is situated in Lloret de Mar.
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After adding apartments and campsites, the total accommodation capacity of the destination is 167 establishments and 38,267 bed places. To give an idea of the size of Lloret’s hotel offer, it is equivalent to one third of the hotel bed places in all of Cuba and one third of the hotel overnight stays in Croatia. Lloret de Mar’s importance as a tourism destination is also reflected in the total expenditure of visitors to the city, estimated at 430 million euros. This figure is higher than the income of autonomous communities such as Navarre and Aragon.
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Sun and urban beach
What does it offer? Lloret de Mar is a destination that has adapted to the new demands of the market. Having started out in the 1960s with a tourism model mainly based on sun and sand, the town has been striving for more than a decade to maintain its standing as a competitive destination that is keen to develop all its territorial and tourism potential. The strategy of showcasing resources as standout tourism attractions has enabled the diversification of products, of which the main ones are as follows: sun and sand tourism, sports tourism, meeting and conference tourism, leisure and event tourism. The city boasts an abundance and diversity of tourism resources, among which the natural and cultural heritage resources associated with the coastline stand out in particular. As such, over the last few years the destination has made a great effort to add tourism value to these heritage resources and to generate new and standout tourism attractions through the structuring of innovative products such as “Lloret Natura”, the “Open Museum of Lloret” and “Shopping and Gastronomy”. Sun and sand holiday tourism remains the destination’s star product but the offer is being enriched with the addition of complementary products. These products are mainly aimed at the following segments: families, groups of young people, groups of sports people and companies.
Sports tourism
MICE tourism
Active and nature tourism
Leisure and events
Cultural Heritage. Open Museum of Lloret
Shopping and gastronomy
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A benchmark for tourism restructuring
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As
one
of
Europe’s
pioneering
tourism
destinations, Lloret de Mar is facing up to the challenges of the 21st century with the twin goals of adapting to the changes that have taken place in the world tourism market and of redefining itself as a city as a result of the socio-economic changes that have taken place in the destination and its environment.
Where have we come from? Labelled as a mature mass tourism destination, it must be pointed out that Lloret’s tourism offer established itself during the tourism boom of the 1960s and 1970s. Growth stabilised in the 1980s, by which time the city boasted more than 30,000 accommodation places. The 1990s saw the start of the restructuring of a significant number of lower category hotels, which were either upgraded to 3, 4 or 5-star establishments or were turned into tourist apartments.
Where are we now? Over the last decade, the public authorities and the private sector have implemented a tourism planning process involving policies aimed at improving quality and restructuring the tourism offer, showing a commitment to transforming and showcasing the area’s natural and heritage resources.
In 2003, Lloret Turisme was created. This public-private management body coordinates, implements and supervises tourism policy, serving as a hub for the coordination of all the institutions and companies involved in the sector.
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The aim of this new tourism policy is to improve competitiveness in respect of emerging destinations, to define new tourism management strategies and models, and to reposition the destination in international markets. These aspirations led to the start of a new process of change that has been embodied in more than 30 planning and development projects in all areas: urban planning and infrastructures, environment, commerce, tourism etc. Particularly noteworthy are the Municipal Urban Development Plan (POUM), approved in 2006, the Trade Facilities Development Plan (POEC) of 2008, the Strategic Cultural Heritage Plan, approved in 2006, and, in terms of tourism, the 2001-2003 Tourism Excellence Plan and the 2005-2009 Great Horizons Plan, which have set the agenda for tourism policy in the last decade. The implementation of these plans has enabled Lloret to become an important compact urban centre in which most economic, tourism and commercial activity is concentrated in a small area of the municipal district, specifically 14%, with the advantages that this entails. Moreover, in conjunction with Blanes and Tossa (Costa Brava towns), it forms a very powerful territorial unit with a residential population of 82,686 inhabitants and more than 1,500,000 tourists.
Where are we headed? With the goal of reflecting all the projects related to tourism policy and the strategies that will shape the future of Lloret de Mar as a tourism destination, the decision was taken to draw up the 2010-2014 Strategic Tourism Plan. In recent years, Lloret de Mar has been successful in stabilising its accommodation offer and the annual volume of tourists.
At present, 80% of the tourist accommodation places in Lloret are concentrated in 6 sub-zones that occupy 6.6% of the urban territory.
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Through the implementation of new tourism policy strategies and the creation of new tourism products the tourism season has been lengthened.
The number of hotel bed places that are available from March to October has increased by 40% in respect of 2003.
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As far as demographics are concerned, Lloret de Mar has doubled its population in the last ten years, rising from 20,000 to 40,000 inhabitants, which, when added to the significant number of tourists welcomed by the city every year, shows the need for serious reflection on the challenges to be faced in the future. The 2010-2014 Strategic Tourism Plan is a cross-sector document that shows all the efforts made in a range of areas. It also includes an exhaustive diagnostic study of the city’s situation in terms of urban development and tourism with the goal of defining a strategy to define future actions. All of the participating agents, both public and private, have played a key role throughout the process.
Overview of the Strategic Plan Tourism must continue to be the main sector of economic activity in Lloret de Mar, which will be perceived as a standout tourism destination, with its own personality, based on urban beach tourism and the development of all its possibilities, involving an innovative urban environment and landscape that are well maintained and of high quality. Furthermore, it must be integrated within its context, using it to firmly establish a first-rate demographic, economic and tourism activity in as a whole, boosting investment and advanced activity related to tourism and leisure.
territorial centre of Catalonia economic
In addition, it must incorporate environmental, economic and social sustainability criteria in all actions related to tourism, strengthening collaboration, cooperation and coordination between the various levels of the public sector and between the public and private sectors, with the support of civil society.
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To boost Lloret's life cycle as a destination.
To generate a model of sustainable development shared by the private and public sectors.
The aims of this Plan are
To firmly establish Lloret as an ambitious leading international destination.
To raise the local population's awareness of the importance of tourism.
To improve the overall competitiveness of the city.
Contents of the Strategic Plan The growth in population, facilities and services in recent years has turned Lloret into a compact comfortably-sized city and at the same time a great tourism destination. The Strategic Tourism Plan shows how Lloret has developed from a sun and sand destination into an urban beach destination, highlighting all the possibilities encompassed by this definition: setting, leisure activity, restaurants, hotels, safety, cleanliness‌ The Strategic Plan proposes 10 programmes listing 51 specific actions to be implemented over the next few years.
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Destination management programme
One of the most important actions is the preparation of the project for inclusion in a Plan for the Restructuring of Mature Destinations. These plans are an initiative of the Office of the Secretary of State for Tourism and aim to restructure and modernise mature destinations. Example action: Name of action Inclusion in a Plan for the Restructuring of Mature Destinations
Aim • To obtain a grant from the Office of the Secretary of State for Tourism for the modernisation and updating of mature destinations. Description • Drawing up of a dossier for the Office of the Secretary of State for Tourism, for the Catalan Government and for Girona Provincial Council that presents Lloret de Mar’s current situation, its needs in terms of restructuring, environmental and urban recovery, the regeneration of its business model and the boosting of its capacities for the future. The dossier points out the need to improve transport connections. Lloret de Mar is currently the only city with over 30,000 inhabitants in Catalonia with no direct motorway access. 2. Programme for the comprehensive improvement of the destination This includes aspects such as the need to continue with the restructuring of the hotel sector (45% of hotel establishments opened before 1970), actions to improve landscape and urban structure, including the refurbishment of façades or connectivity between areas. Furthermore, it also has a bearing on the improvement of mobility, taking into account the increase in the number of visitors at certain times of year, e.g. summer, and aspects such as quality certificates to meet the growing expectations of an increasingly demanding tourism market in all tourism parameters. Example action: Name of action Improvement of mobility and parking facilities
Aim • Comprehensive project for the improvement of mobility. • Traffic reduction of the old quarter and seafront
Description • Installation of a Traffic Control Station, operated by the Local Police, to control traffic lights, information panels, car park occupancy and pedestrianised areas. • Removal of the seafront parking area, widening of pavements and reduction of traffic to one lane.
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Programme for the development and strengthening of strategic tourism products
A strategy geared towards making the most of Lloret’s territorial resources (climate, natural environment and heritage) and tourism resources (facilities, accommodation and complementary offer) to create a portfolio of tourism products that enables it to maintain its standing as a leading destination. The products that are being strengthened are as follows: sun and sand tourism (which is evolving into a sun and urban beach concept), sports tourism, meeting and conference tourism, young people’s tourism and leisure and events tourism. These main products are complemented by the following products: “Lloret Natura”, “Open Museum of Lloret” and “Shopping and Gastronomy”, the purpose of which is to turn natural and heritage resources into tourist attractions by creating nautical, cultural and active leisure activities, as well as by strengthening the extensive shopping and gastronomy offer. Example action: Name of action MICE tourism
Aim • To structure and position Lloret de Mar in the meeting, incentive and conference segment. • To reduce the seasonal nature of tourism
Description • Creation of new municipal infrastructures (theatre, Municipal Arts Centre). • Setting up of the Lloret Convention Bureau. A publicprivate management body that promotes the destination in the MICE sector, currently boasting 50 members.
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Marketing, promotion and sales programme
Lloret de Mar has already begun the important task of making its strategic products stand out. In this respect, it is essential to make use of the range of tools that enable the communication of the new positioning to target groups, markets and segments, as well as to increase the overall competitiveness of the destination. This section includes strategic marketing actions, brand boosting, implementation policies, online presence, strategic alliances, visitor welcoming, etc. Example action: Name of action Lloret de Mar’s online presence
Aim • To manage the website and its contents with the aim of improving both Lloret de Mar’s online presence as well as the perceptions of various target groups regarding the destination. • To use the Lloret Turisme website to attract travellers with specific interests (strategic products). • To use the website as a sales support tool.
Description • Lloret de Mar, through Lloret Turisme, is making a huge effort to create a website and web 2.0 platforms that are agile, attractive and highly informative for users.
In 2010, Lloret Turisme’s online strategy received an Alimira prize, awarded by the Centre for Tourism Studies – University of Barcelona together with the Barcelona International Tourism Fair. Hotels occupation January February March April May June July August September October November December
4/5-STAR HOTELS
3-STAR HOTELS
74,8
77,3
120,00 100,00 80,00 60,00 40,00 20,00 0,00
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5. Programme for the improvement of business competitiveness The quality of tourism depends to a large extent on the involvement and proper training of the businesspeople, staff and civil servants involved in tourism activity. Example action: Name of action Q for Quality certification Aim • To improve business competitiveness through quality certificates Description • Lloret Turisme is participating together with businesses in the quality programme developed by the ICTE (Spanish Institute for Tourism Quality) entitled SCTE (Spanish Tourism Quality System) Sectors, aimed at obtaining the Q for Quality seal adapted to the various branches of tourism activity (accommodation, restaurants, nightlife...). • Lloret Turisme is one of the only tourism offices in Spain that holds the Q for Quality seal. 6. 2009
2010
31,1
38,5
62,2
77,3
71,6
58,4
74,2
70,3
61,4
68,7
71,2
68,2
93,9
90,1
96,9
96,4
71,9
79,1
66,9
71,1
52,7
66,3
46,4
58,2
Tourism intelligence programme
One of Lloret Turisme’s main functions is the gathering, analysis and communication of data on markets and tourism activity, which it turns into knowledge for Lloret’s tourism sector. The purpose of this is twofold: on the one hand, to enable innovation and the development of new products and, on the other hand, to ensure that business and promotional decisions are based on reliable information concerning the market and the destination. Lloret Turisme is currently carrying out various market studies geared towards gathering data on the profile of visitors, hotel occupancy and more specific studies on sports and conference tourism.
2-STAR HOTELS
1-STAR HOTELS
63,4
60,7
Example action: Name of action Hotel Occupancy Study
Aim • To carry out regular market studies to improve the design of marketing strategies and decision making.
Description • Monthly drawing up of reports on hotel occupancy data (figures, nationalities, average stay length) ne
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Sustainability and accessibility programme
This programme involves the adaptation of spaces, the removal of physical barriers and the development of specific products for this segment of demand, as well as the adaptation of promotional material to different types of disability.
Lloret de Mar invests € 60,000 euros a year in this area.
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Example action: Name of action Programme for the improvement of universal accessibility
Aim • To adapt the destination to meet accessibility needs in terms of public spaces, transport, resources and publicly operated facilities.
Description • Annual budgetary allocation and setting up of a technical team entrusted with implementing the Universal Mobility Plan.
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Programme for the strengthening of the relationship with the territory
This programme analyses the optimisation of the resources, synergies and actions of population centres with which Lloret could form territorial tourism units (such as Blanes, Tossa or Calella). It is also aimed at getting the most out of existing facilities in these towns, using joint resources to plan new infrastructures and, on the basis of this territorial unit, generating a joint investment attraction centre. One example might be the pooling of sports facilities to host large-scale events that require more infrastructures than can be provided on a municipal level. Example action: Name of action Generation of a Lloret-Blanes-Tossa joint vision
Aim • To carry out specific joint actions to strengthen the position of the area.
Description • Signing of an agreement between the three gardens (Santa Clotilde, Marimurtra and Pinya de Rosa).
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Programme for attracting investment and for developing strategic projects
Lloret de Mar’s tourism potential, linked to its growth dynamics and territorial development, along with its status as a tourism pioneer and leader in Catalonia, are key factors that pave the way for territorial development opportunities on the basis of strategic projects. Example action: Name of action Drawing up of the Lloret de Mar Investor's Portfolio
Aim • To strengthen Lloret de Mar’s position as a standout tourism destination in Catalonia.
Description • Drawing up of an economic dossier that showcases the destination and the advantages of investing in it.
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Communication and awareness programme aimed at the local population
This programme has been designed to specify actions aimed at the local population to minimise conflicts arising from the intense tourism activity that takes place at certain times of year, especially in the summer. One example are the civic responsibility decrees drawn up by the municipal authorities with the purpose of striking a balance between the needs of locals and tourists. Example action: Name of action Repositioning of the destination
Aim • Repositioning of the destination
Description • Transmission of messages that strengthen the feeling of pride of being from Lloret so that locals become the first “ambassadors” of their city and contribute to the efforts to reposition the destination.
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What tourism products does Lloret de Mar have to offer?
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Lloret de Mar and the diversification of its tourism products Lloret de Mar is committed to the following five strategic products: “urban beach”, “leisure”, “MICE”, “sports” and “events”, which in turn are reinforced by the following complementary products: “nature, “shopping and gastronomy” and “culture – Open Museum of Lloret”
Lloret, “Urban beach” destination Thanks to the pleasant climate during most of the year, the beauty of its beaches and coves, and its extensive accommodation and complementary offer, sun and sand holiday tourism remains the star tourism product in Lloret de Mar. However, the destination has evolved over time and a new “urban beach” concept has been created. The transition from “sun and sand” to “urban beach” tourism involves the adoption of a model that is much more closely associated with the territory (showcasing of urban and natural spaces), with the local population (atmosphere, culture, traditions, events), with quality (services, safety, cleanliness) and with the showcasing of the city’s tourist attractions.
New in 2011 Beaches and their surrounding area • Significant investment in beaches: Lloret is aware that its beaches are hugely attractive for tourists and allocates considerable funds for their maintenance and improvement. The city’s largest beaches provide showers, a daily rubbish collection service, a sand cleaning service, a lifeguard and first aid service, and ramps and an amphibious chair to facilitate disabled access to the water. The annual investment in beaches is in excess of €1,300,000. • Renewal of quality certificates: Lloret, Fenals and Cala Boadella have once again been certified as Blue Flag beaches. The central beaches, Lloret and Fenals, also continue to hold the Q for Quality certificate, awarded by the Spanish Institute for Tourism Quality (ICTE). In 2010 Lloret was also awarded the Ecoplayas, seal, which guarantees a commitment to environmentally sustainable services.
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Press kit 2011 With special interest
Nightlife
Sports
Urban Beach
Leisure day
Events
Culture
ActiveNature
Health
Golf
MICE
Shopping
Gastronomy
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• Improved connection between beaches: they can currently be reached by sea and by road, using public transport (special buses) as well as along coastal footpaths. • Extensive offer of nautical activities at all the beaches: from more recreational activities such as parasailing and jet skiing to sailing, kayaking, snorkelling and diving. • Sport promotion activities and children’s activities on beaches in summer months. The beaches have been naturally divided into areas for different types of beachgoers: family zones and zones for young people. • Family Tourism Certificate. In 2010 the city was awarded the Catalan government’s family tourism seal, which guarantees that the destination and a large proportion of its private tourism offer is adapted to the specific needs of families. • Restructuring of accommodation facilities. Refurbishment of hotels and increase in the number of hotels that specialise in certain visitor types, such as hotels with the family tourism seal. • Investment in public space. children’s area, urban furniture.
Landscaping,
• Improvements carried out along Lloret de Mar’s coastline in terms of mobility, the pedestrianisation of the seafront, the reduction of traffic, parking facilities, incorporation of sports lane, etc. • Annual activity boosting programme involving sports, cultural and social events throughout the year.
Lloret, the Costa Brava’s leading nightlife centre The nightlife sector has been one of the main assets in the promotion and marketing of Lloret de Mar for many years. The nightlife offer constitutes one of its main tourism resources and generates international demand. Local tourism policy in recent years has been geared towards reorganising and restructuring the nightlife sector with the aim of guaranteeing top quality and making it compatible with the remaining tourism products and population segments. In this respect, Lloret de Mar
Press kit 2011
has been one of the leading tourism destinations in the regulation of these activities, whether through specific municipal decrees or in conjunction with supra-municipal bodies. As a result of these actions, in recent years establishments that have failed to meet the required environmental conditions have been closed down. In parallel to the regulation of activity, the sector itself has also made a commitment to quality. Lloret de Mar currently boasts renowned discotheques that feature top international DJs such as DJ Tiesto, DJ Paul van Dijk or Armin Van Buuren, among others. These establishments are concentrated in a single area and can easily be reached on foot. There has also been a commitment to diversifying the nightlife offer.
New in 2011 In 2010 the Gran Casino Costa Brava opened for business and in 2011 Lloret Theatre will open its doors. These two facilities serve to diversify the offer and attract new demand. The Gran Casino Costa Brava and other places in Lloret have been used as shooting locations for a film based on the true story of the Pelayo family. The García Pelayo family won millions playing roulette in casinos all over the world by applying a simple and legal system. They broke the bank in casinos across five continents. Throughout the year the Gran Casino Costa Brava will host major poker tournaments. It has signed a contract with 888 Poker to make Lloret an international venue this year and has signed Leo Margets, considered one of the world’s best poker players, as the new face of the Poker Club.
Lloret, sports tourism destination Lloret de Mar is now one of Southern Europe’s leading specialised destinations in tournaments, sports events and team training camps for various sports, including football, basketball, handball, volleyball, cycling, hockey, martial arts or sailing. Lloret has all the ingredients required of a top sports tourism destination: • A pleasant climate with mild temperatures and plenty of sunshine in winter and spring.
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• A strategic location close to Barcelona and Girona airports, well connected to France by road. • An outstanding natural setting, with great natural attractions, both on the coast and inland. The Costa Brava is an ideal place for water sports of all kinds, while its orography and inland landscape stretching to the Pre-Pyrenees make it a favourite destination for cyclists and mountain bike enthusiasts. • First-rate sports facilities concentrated in a single sports area in the city centre. • An accommodation, services and leisure offer situated around the sports area, making everything accessible on foot. Moreover the beach is located less than 800 m away. • Its proximity to world famous sports venues such as the FC Barcelona’s Camp Nou stadium and the Circuit de Catalunya Formula 1 and Moto GP racetrack, as well as to other top quality facilities in the neighbouring towns of Blanes and Tordera.
Since 2006, Lloret de Mar has been certified as a Sports Tourism Destination by the Catalan government, a specialised tourism seal that endorses Lloret as a suitable destination for international visitors to hold their events and training camps. New social trends indicate the interest in outdoor physical exercise and wellness, while the fragmentation of holidays into shorter periods is an additional factor that explains the growing popularity of hobby or sports breaks with friends. Each year, Lloret de Mar receives more than 100,000 sportspeople who take part in a wide range of sports competitions or who attend high profile sports events. Lloret’s sports facilities and infrastructures provide the city with added value and also serve to diversify the tourism offer by attracting a very specific type of visitor who generates multiplying effects in the destination and who contributes to reducing its seasonal nature.
Press kit 2011
That is why, year after year, Lloret de Mar has been improving its sports facilities and creating new ones, as well as signposting trails and paths and providing beaches with additional services. Moreover, the private sector has invested heavily to incorporate first-rate sports facilities and specialised services within its hotel accommodation offer.
Soccer field artificial turf
Lloret currently boasts 16,000 m2 athletics tracks with 8 lanes, catering for a total of 300 sportspeople and 560 spectators; two football grounds with FIFA-certified artificial pitches and one grass pitch; two sports halls; and a motocross circuit.
New in 2011 As regards infrastructures, a 50 m indoor Olympic swimming pool is currently being built, along with a third sports hall, the Pompeu Fabra. In respect of sports events, from 10th to 14th October, Lloret de Mar is hosting the Senior Sports Meeting, the Olympic games for the over-40s, in which 1,000 seniors from all over Europe are scheduled to take part. This is the first time that this multi-sports championship will be held. Seniors will compete in a range of sports disciplines (swimming, tennis, paddle tennis, pitch and putt, golf, cycling, gymnastics, dancing, dominoes, bridge, bowling, athletics, table tennis, pĂŠtanque, chess and football). Sant Pere del Bosc golf course: Creation of a golf course offering great variety in terms of both golf and scenery.
Lloret Natura, nautical and active leisure tourism destination Lloret de Mar is also synonymous with outdoor sports; its excellent climate nine months of the year, its outstanding setting, with a stunning combination of coastal and mountain landscape, and its comprehensive complementary offer make it an ideal destination for active and nature tourism. Lloret’s 9 km of beaches and coves constitute one of the highlights of the Costa Brava. Its scenic beauty makes it a paradise for water sports lovers. A large number of activity companies operate in Lloret during the summer months, offering all sorts of water sports: from more recreational activities such as cruise
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boat trips, parasailing, jet skis, kayaking and snorkelling to more demanding sports such as sailing and diving. Sailing enthusiasts are amply catered for at Cala Canyelles sports harbour and in the city’s 3 sailing clubs. Lloret has hosted many competitions, including the 2010 Patin Sailing Spanish Cup. Sea kayaking is one of the fastest growing water activities, offering enthusiasts a relaxing way to discover the rocky coastline in full contact with the sea. Sea kayaking, like diving, is also a suitable mid-season activity. Diving is also catered for. Situated very close to the prestigious natural marine reserve of the Medes Islands, situated in the centre of the Costa Brava, Lloret’s underwater coastline offers wonderful surprises. Three diving centres offer courses for beginners or hire out all the necessary equipment. Lloret’s inland area is mountainous and covered by pretty Mediterranean woodland. A path network called the “water paths” connect Blanes, Lloret and Tossa to inland towns and villages. The GR-92 long-distance path that runs through Lloret from north to south can also be used. Mountain biking, hiking, running and Nordic walking are the main activities on offer.
New in 2011 Kayaking • In January Lloret held the 5th Transfreu, a sea kayaking event that takes place along the stretch of coast between Tossa and Lloret. This year there were more than 200 participants. Hiking • All of the hiking trails have been checked to improve both free-standing and ground signs. • The Chapels Trail and Beaches Trail have been incorporated; two legendary popular trails organised by the Xino-Xano hiking club. • Trails have been linked with the neighbouring towns of Blanes, Tossa and Maçanet.
Press kit 2011
• Circular trails have been created to encourage 1-day excursions in the municipality. • Products have been created that combine hiking with the transport offer. One example is the hiking trail from Lloret to Tossa with the return trip by cruise boat. Nordic Walking • Nordic walking or walking with poles is an activity that is going from strength to strength. Free excursions continue to take place on Saturdays in 2011. • Lloret continues to offer training through its Nordic walking school, which is also the Catalan branch of the Spanish Nordic Walking Association. Geocaching • Last October, Lloret hosted Spain’s 1st Geocaching MEGA-EVENT. There are now more than 100 treasures to seek out, enabling geocachers to discover the surrounding area of Lloret. Extreme sports • In 2011, Lloret will once again host the Costa Brava Xtrem Running race. This mountain stamina race, now in its third year, crosses the Costa Brava from south to north from Blanes to Cadaqués. Cycling • The county’s MTB centre has incorporated new trails. • Lloret has created a small bike park for those who are new to mountain biking.
Meeting, incentive and conference tourism, MICE Lloret de Mar’s population has doubled in the last 10 years, rising from 20,000 to 40,000 inhabitants. This transformation from a town into a small city has entailed considerable structural changes. Lloret has incorporated new services and infrastructures, along with standout facilities such as the Municipal Theatre, the Municipal Arts Centre and the Gran Casino Costa Brava and Evenia Olympic Resort conference centres. In parallel with these developments, in recent years a considerable proportion of the more than 30,000 hotel bed places (6,000 of which are concentrated in 4 and
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5-star hotels) have been adapted to meet the needs of this demanding segment. In addition to the 2 conference centres, with a combined capacity of 2,000 delegates, Lloret boasts 80 meeting rooms suitable for all sorts of events. Lloret’s strategic location is a key factor. The city’s excellent transport connections (proximity to Girona and Barcelona airports, easy access by road), its offer of facilities and outstanding sites, its large capacity in terms of hotel accommodation and services, and, of course, its Mediterranean climate with pleasant temperatures and sunny days, make Lloret de Mar an ideal spot on the Costa Brava that is highly competitive and ready to become a leading national and international destination for conferences and meetings. Business or incentive tourism can also be combined perfectly with the offer of structured products, such as golf, health-wellness, sports activities, culture and gastronomy. Thanks to Lloret’s rich cultural and natural heritage, many indoor and outdoor activities can be scheduled throughout the year, as can team-building activities. Added to this, there is an extensive leisure offer topped off with the recently opened Gran Casino Costa Brava, one of the most innovative concepts in Europe, along with a wide-ranging gastronomic offer. In 2009 the Lloret Convention Bureau was set up. This public-private body, which forms part of Lloret Turisme, is entrusted with promoting Lloret as a standout destination on the Costa Brava for holding meetings, incentive trips, conferences and events.
Lloret de Mar 2011 Conference Calendar National Conference of the Local Police of Catalonia Venue: Olympic Conference Centre Number of participants: 150 Date: 22nd February 6th Conference of the Catalan Nightlife Sector. Venue: Hotel Guitart Monterrey Number of participants: 200 Date: 14th March 18th National Catalan Conference of Casualty and Emergency Services Venue: Hotel Guitart Monterrey Number of participants: 300 Date: 23rd, 24th and 25th March
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Press kit 2011
13th Archival Conference Catalonia Venue: Lloret de Mar Number of participants: 300 Date: 5th, 6th and 7th May
of
13th Ecoplayas Conference Venue: Lloret de Mar Number of participants: 150 Date: 5th, 6th and 7th October
New in 2011 Auditorium Olympic Place Evenia
Team-building and incentive trips designed to fit in with the destination: Lloret de Mar. The Lloret Convention Bureau, in conjunction with Humanside Experiences, has created a comprehensive programme of tailor-made programmes designed to fit in with the destination.
Events and leisure In today’s changing society, people’s needs and motivations have altered when it comes to choosing holidays, weekend leisure activities and short breaks. People search for entertainment and wellbeing through their interests, hobbies and personal motivations. Lloret de Mar boasts a varied tourism offer, extensive facilities and a great many natural and heritage resources. Its proximity to Barcelona, Girona and the south of France means that the events sector in Lloret de Mar has become a key factor for the external promotion of the destination and for achieving a reduction in the seasonal nature of tourism activity by attracting nearby visitors to the destination with a profile that serves to complement that of the visitors who have typically visited the city until now. With this in mind, a comprehensive year-round activities calendar has been drawn up which gains special prominence in low-mid season months. The calendar offers something for everyone: traditional and historical events, concerts, sports events, etc. The Historic Costa Brava Rally (Rally Costa Brava Històric), Patin Sailing Spanish Cup, the Rally Costa Brava, the Tour of Catalonia (Volta Ciclista a Catalunya) or the Mediterranean International Cup are examples of annual events held in the city that indicate Lloret de Mar’s importance as a sports events venue.
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With the goal of winning the hosting of new events in different fields (promotional, incentive, motor sport, sports, hobbies, culture, music, performing arts, charity, etc.), in 2011 the Lloret Convention Bureau has drawn up the Festival & Events programme.
New in 2011 Lloret Festivals & Events is a programme created with the aim of providing an advisory service for event organisers. The main functions of this free service are to facilitate the work of organisers, provide advice in the search for public and private venues, organise technical visits and report on services and suppliers. Thanks to its size and comprehensive offer of resources and services, Lloret is an ideal destination for organising both small and large-scale events.
Cultural heritage as a tourist and leisure attraction. The Open Museum of Lloret Lloret de Mar boasts more than 1,000 years of history. The city’s first golden age was in the 19th century when it was one of the shipbuilding towns of the area. Since the start of the tourism phenomenon in the 1950s, the city’s historical and heritage legacy had not been taken into account as a tourism resource. The ever-present sun, beach and leisure were sufficient for meeting tourism demand. With the aim of structuring and showcasing the city’s cultural heritage, in 2003 Lloret City Council drew up a heritage recovery plan entitled the Open Museum of Lloret (known by its Catalan initials MOLL). The MOLL, Open Museum of Lloret, is a heritage interpretation concept through which visitors are offered an educational and entertaining explanation of heritage elements, including their history and the interesting tales and people associated with them. The elements that form part of this project to date are as follows: Santa Clotilde Gardens, the Maritime Museum, the Castle of Sant Joan, the Iberian settlement of Puig de Castellet, the modernist cemetery and the Can Saragossa farmhouse. Each of these elements is representative of its time, the period of the Indianos being especially important. Can Comadran, Es Tint and the Iberian settlements of Montbarbat and Turó Rodó are scheduled to be included in the project in the near future.
Press kit 2011
Lloret forms part of the following cultural networks: the network of Indiano towns of Catalonia; the network of maritime museums of Catalonia; the Iberian legacy trail of Catalonia; the network of museums of the Costa Brava; and network of historical cemeteries.
New in 2011 • Official opening of the Can Saragossa Museum: New cultural facility that houses the permanent exhibition of the Iberian world of Lloret de Mar, operating as a partner centre of the Archaeology Museum of Lloret de Mar, and the Joan Llaverias local painting collection. The initial cost of the facility is €1,268,983. • Adaptation of Es Tint. This is the building where fishermen used to dye their nets and fishing utensils when they were still made of cotton before the introduction of nylon. Only two facilities of this type have been preserved on the Costa Brava. • Installation of lighting in Santa Clotilde Gardens for evening events. • Programme of guided and dramatised tours of the city’s cultural elements.
Gastronomy and shopping All tourism destinations have a wide range of shops and restaurants. There is nothing new in this. In recent years, in line with Lloret’s transformation into a city, both restaurants and seasonal and traditional retail outlets have made a huge effort to adapt their offer to meet the specific needs of increasingly demanding visitors. Innovative initiatives are being implemented to make the twin concept of shopping and gastronomy a tourist attraction in its own right. Lloret de Mar currently boasts a total of 515 commercial activities mostly concentrated in the old quarter. The city council, in conjunction with the private sector, has carried out important actions aimed at improving the commercial quality of the destination. One highlight in this respect is the municipal decree restricting street displays, which has served to improve the urban landscape. Bazaarstyle multi-product retail outlets, typical of the early tourism boom years, are gradually making way for single-brand or franchise fashion stores (clothes, accessories, etc.).
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Another important factor is that since 2010 stores can open every day of the year. This means that stores which are interested can open at weekends in the low season, thus strengthening the events, active leisure and cultural offer that is promoted at weekends in the low season. The associations of retail outlets and bars and restaurants, in conjunction with Lloret Turisme, are structuring the Shopping & Gastronomy product, the goal of which is to implement actions to boost these products together. As regards gastronomy, most restaurant establishments are located in the city centre and stand out for their wide range of cuisine and prices to suit all budgets. Gastronomy and tradition join forces in Lloret in the shape of the cuina de l’art gastronomic days held in May, with some thirty restaurants taking part.
New in 2011 Shopping & Gastronomy product: creation of the Arròs de l’Art rice gastronomy days.
Press kit 2011
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Statistical data on hotel occupancy for 2010
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Each year Lloret receives: 1,039,544 visitors and 5,381,104 overnight stays
TOURISTS 2009
2010
Increase
Spanish
227.692
277.388
21,8%
Foreing
753.668
762.156
1,1%
TOTAL
981.360
1.039.544
5,9%
2009
2010
Increase
Spanish
916.608
1.218.910
33,0%
Foreing
4.234.596
4.162.194
-1,7%
TOTAL
5.151.204
5.381.104
4,5%
OVERNIGHT STAYS
27% of visitors are Spanish and 73% are foreign 100,00% 90,00% 80,00% 70,00% 60,00% 50,00% 40,00% 30,00% 20,00% 10,00% 0,00%
January
February
March
April
May
June
July
August
September
October
November
December
Spanish
52,05%
61,01%
Foreing
47,15%
38,90%
49,88%
35,1%
29,00%
22,05%
11,90%
14,65%
15,65%
31,61%
51,47%
64,45%
50,12%
64,90%
70,92%
77,95%
88,10%
85,35%
84,35%
68,99%
48,55%
35,55%
From November to March, there are more Spanish than foreign visitors and more overnight stays by Spaniards than by foreigners. 2010 Months January
Total entries
Total overnight stays
Spanish
Foreing
Total
Spanish
Foreing
Total
9.156
8.167
17.323
36.775
25.078
61.853
February
13.227
8.450
21.677
64.572
30.564
95.136
March
34.731
34.892
63.623
153.996
122.676
276.672
April
31.450
58.161
89.611
227.562
249.340
476.902
May
32.632
79.591
112.223
166.557
376.241
542.798
June
24.323
85.967
110.290
66.343
495.256
561.599
July
18.596
137.635
156.231
69.431
879.375
948.806
August
25.287
147.370
172.657
104.011
934.554
1.038.565
September
18.970
102.243
121.213
61.926
595.850
657.776
October
32.412
72.107
104.519
118.650
321.100
439.750
November
18.877
17.796
36.673
75.831
84.041
159.872
December
17.727
9.777
27.504
73.256
48.119
121.375
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Press kit 2011
The main countries of origin are as follows: France (23.1%), Germany (8.7%), Belgium (7.8%), Italy (5.6%), United Kingdom (4.9%), Russia and former Soviet republics (4.7%), Scandinavian countries (1%). Of the 27% total of Spanish visitors, 5.3% were Catalan. Scandinavian countries 1%
Russia 4,3%
United Kingdom 4,9%
Germany 8,7%
Belgium 9,2%
Others 7%
France 23,1%
Italy 5,6%
Spain Catalonia 5,3%
27%
The average annual hotel occupancy rate is 75.2% Hotels occupation
2009
2010
5/4-STAR HOTELS
3-STAR HOTELS
2-STAR HOTELS
1-STAR HOTELS
January
31,1
38,5
74,8
77,3
63,4
60,7
February
62,2
77,3
March
71,6
58,4
April
74,2
70,3
May
61,4
68,7
June
71,2
68,2
July
93,9
90,1
August
96,9
96,4
September
71,9
79,1
20,00
October
66,9
71,1
0,00
November
52,7
66,3
December
46,4
58,2
120,00 100,00 80,00 60,00 40,00
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The overall average length of stay is 5.18 nights Average stay
2009
2010
January
3,1
4,1
February
4,1
4,7
March
3,9
4,0
April
3,9
5,4
May
2,7
4,8
June
5,6
5,1
July
6,8
6,0
August
6,6
6,0
September
5,8
5,9
2,00
October
4,7
4,1
1,00
November
3,4
4,4
0,00
December
4,0
4,5
5/4-STAR HOTELS
3-STAR HOTELS
2-STAR HOTELS
1-STAR HOTELS
4,9
5,4
5,2
4,5
7,00 6,00 5,00 4,00 3,00
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nu
Ja
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ru
b Fe
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Ma
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Ap
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Ju
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Lloret in figures
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General data • Population: 40,000 inhabitants • Surface area: 48 km2
Tourism data • Accommodation offer: 38,267 accommodation bed places • Number of hotel establishments: 167 establishments • Hotel offer: 31,222 bed places • Number of hotel establishments: 125 establishments
Natural resources: • 9 km of coastline, 3,735 km2 of beaches • Green spaces, 27,000 ha of woodland, 105 ha of land included in the Plan for Spaces of Natural Interest (PEIN). • 66.2 km of trails and routes (hiking, Nordic walking...)
Sports facilities: • Sports harbour with 134 moorings, 3 sailing clubs • 2 golf clubs and 2 pitch & putt clubs • 270 registered sports facilities • 2 sports halls, 3 football pitches • Number 100,000
of
sportspeople
welcomed
annually:
Conference tourism facilities: • 2 Conference Centres, 80 meeting rooms.
Shopping, nightlife and restaurant facilities • 661 establishments, with a total surface area of 55,207 m2. • 25 discotheques, 27 music bars and 7 dance halls • 241 bar-restaurants, with a total seating capacity of 15,794 diners. • 20 restaurants, with a total seating capacity of 1,508 diners (4 in the 2009 Michelin Guide and 2 in the 2010 Repsol Guide). • 1 water park, 8 complementary offer companies
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Lloret Turisme www.lloretdemar.org
Anna Riera Tel : 972 36 57 88 ariera@lloret.org http://saladepremsa.lloretdemar.cat
lloret@promotourist.com