Lloret de Mar enters the most powerful months for tourism with a major commitment to consolidating the town as a sustainable, modern and active destination. Lloret de Mar Town Council has presented the summer season with an emphasis on the balance between personal wellbeing, care for the area and coexistence between visitors and residents, while at the same time promoting a wide range of activities for all audiences. In this way, Lloret de Mar reaffirms its desire to be a destination that cares and inspires, proud of its identity. In the words of the Mayor, Adrià Lamelas, “Lloret de Mar is positioning itself as a destination that aspires to excellence and works with respect. This is why joint responsibility and working together with the private sector is so important”.
Sustainable Lloret
Lloret’s beaches have become one of its most popular areas. And this year, a step forward has been taken with new facilities, including a new watchtower at Lloret beach and a lifeguard and lifeguard module at Sa Boadella cove. In addition, the tourist information point at Fenals has been renovated.
The aim is to offer spaces to live actively, relax and connect with nature in a respectful way. For this reason, the measure of smoke-free beaches has been maintained, to make them an inclusive and respectful space for everyone. In addition, half of the showers have been recovered, with the aim of guaranteeing a balance between offering quality services and responsibility towards the environment and water resources.
Sustainability is also very present in the local restaurants, which are aligned with the new values of visitors and are committed to a healthier, more committed diet rooted in the territory. Within the framework of the “LlorEAT Good” project, initiatives such as the following stand out:
- Lloret Gluten Free: 14 establishments are trained and identified to offer safe gluten-free options, accredited by the Catalan Coeliac Association. In terms of accommodation, these account for more than 5,000 hotel beds, offering guarantees to the coeliac community.
- Little Foodies: 20 establishments offer healthy and attractive children’s cuisine, a seal of approval in collaboration with the Alícia Foundation.
- AMED accreditation: recognition from the Public Health Agency of Catalonia for 17 catering establishments that promote the Mediterranean diet and a balanced diet.
This commitment is evidenced by the Lloret Sostenible by Bioscore certification, which rewards the incorporation of environmental, social and good governance criteria, making the destination more sustainable. Lloret de Mar is the first destination to have obtained this distinction, to which more than 50 private establishments and municipal facilities have adhered.
Active Lloret
Physical and cultural activity is a key feature of the summer in Lloret. The programme is adapted to all ages and tastes, with sports, music, theatre, cultural heritage visits, fairs, popular festivals and cinema. The Lloret Outdoor Summer Festival brings together many of these activities under a single umbrella, a dynamic offer that invites you to enjoy a wide and diverse range of shows.
The manager of Lloret Turisme, Elizabeth Keegan, stresses that “it is strategic for the destination to decentralise culture and segment it for the different customer profiles that visit Lloret in high season (couples, families, friends, etc.). The Lloret Outdoor Summer Festival allows us to bring together both public and private musical events, one of the first activities on the programme being Pride Costa Brava, which we have been leading in Lloret for four years and which will be held this weekend”. This year’s Pride Costa Brava has been consolidated with a family diversity festival and an ambitious musical programme with Ladilla Rusa as the headliner.
Active tourism, through sport, will also continue to be present throughout the high season. For almost 20 years, Lloret has been certified as a Sports Tourism destination, which is highlighted by events such as the Iberdrola Skate Series 2025 skateboarding competition, which will be held from 11 to 13 July on Lloret’s beach promenade.
In terms of active discovery of the natural environment, Lloret Turisme organises day and night snorkelling activities to discover the marine flora and fauna of its coastline. These activities are organised by the Xatrac environmental association, which in September will also be repeating the marine biology workshops for families. The focal point is the Casa del Mar, the only space in Girona to be awarded Blue Centre status by the Foundation for Environmental Education (FEE).
Lloret Actua
This year Lloret is deploying a whole range of resources to ensure civic-mindedness and coexistence among residents and visitors. One of the most important of these is the Lloret Actua Plan, a programme that brings together actions in all kinds of areas and has become a cross-cutting tool. One of the most innovative of these is the incorporation of two inspectors who will monitor international booking platforms to check that tourist accommodation has the required licence and complies with the regulations and rules of coexistence. In a further example of co-governance, the Generalitat de Catalunya’s technological platform is being used to monitor advertisements for illegal dwellings. Lloret de Mar has been a pioneer in detecting and sanctioning 23 dwellings that were operating outside the law, and around twenty more cases are being processed, resulting in a 21% reduction in the number of illegal tourist flats published on marketing platforms. According to Frederic Guich, the deputy mayor and councillor in charge of Tourist Accommodation, “we are pursuing those who do a bad job and who want to do business with the residents’ rest. It is a laborious task, but we count on the collaboration of citizens and the innovative platform of the Generalitat. Thanks to this, we have noticed a decrease in complaints from citizens, which indicates that we are going in the right direction”.
Safety is paramount for a tourist destination that multiplies its population considerably during the summer season. For this reason, the Local Police force has been increased this year to 111 officers and the Mossos d’Esquadra (Catalan police force) has been reinforced with 35 officers in the Selva Marítima ABP, a record number, in addition to the 6 beach patrol officers and 4 Civil Protection officers who complete the joint response plan.
The Lloret Actua plan also includes 18 nightlife assistants, a complementary figure in the police force that allows for a presence in the busiest areas at night with the aim of promoting coexistence and enforcing municipal by-laws. This is an example of public-private complicity, shared with the nightlife sector, which the City Council has set as a priority and to which it has allocated 130% more budget than last year, going from €75,910 in 2024 to €176,374 this year, also starting earlier.
The Enjoy&Respect civic-mindedness campaign has also been launched in which, in line with the commitment between the Town Council and the professional sectors, the Bars, Restaurants and Cafeterias Guild, the Lloret de Mar Hotels Association and the Lloret de Mar Traders’ Association also support it. The initiative calls for responsibility and coexistence between visitors and residents, through actions such as wearing a T-shirt, respecting rest and the environment, etc., thus promoting the image of the destination and collaboration with the local fabric. Along the same lines, the business associations have also promoted an initiative regarding appropriate clothing for accessing their establishments. The president of the Bars, Restaurants and Cafeterias Guild, Marc Linares, emphasises that “this is a campaign that, under the slogan “With a T-shirt, yes!”, aims to contribute to promoting the good image of Lloret de Mar as a first-class tourist destination”.
The Town Council has also set up the Coexistence Committee, a collaborative working space between residents, economic sectors and the public administration, to improve coexistence and quality of life in the municipality. The first dialogue session was held in June and will be repeated in September to find out how the summer has developed with the actions implemented and the management challenges.
With all these actions, Lloret de Mar has become a leading destination in terms of services and activities, while fostering respect and coexistence between residents and visitors and preserving its inclusive and sustainable identity.
