Lloret Turisme, in collaboration with Personalxef, presented Lloret de Mar’s positioning as a healthy and responsible destination at the La Patente show cooking space in Barcelona. The event, which brought together around fifteen general media outlets from Catalonia, was attended by the mayor, Adrià Lamelas; Elizabeth Keegan, manager of Lloret Turisme; and Personalxef, creators of gastronomic content and chefs from Lloret with an audience of more than 530,000 followers on Instagram.
The mayor, who gave the welcome speech, emphasised the municipality’s commitment to coexistence, sustainability and quality of life, highlighting the desire to consolidate a balanced city model for residents and visitors. Personalxef then presented the event menu, inspired by the “Healthy Lloret” philosophy, with an autumn gastronomic offering based on local produce and Mediterranean recipes that highlight tradition and the values of wellbeing and health.
In the words of the manager of Lloret Turisme, Elizabeth Keegan, “Lloret de Mar is now a benchmark destination on the Costa Brava and in Catalonia, especially in terms of healthy eating”. Lloret de Mar currently has more than fifteen certified gluten-free establishments; seventeen establishments with the AMED distinction, which recognises restaurants that promote Mediterranean cuisine; and around twenty establishments with the Little Foodies seal, promoted jointly with the Alícia Foundation, which guarantees good, healthy and sustainable children’s catering. In addition, Lloret de Mar is the first destination in Catalonia with Bioscore certification, which accredits the sustainable commitment of its accommodation, catering and public facilities with permanent control indicators in areas such as water management, energy efficiency and carbon footprint.
During the presentation, special emphasis was also placed on the potential of Lloret de Mar‘s natural environment: improving and extending the coastal path along the 9 kilometres of coastline; making all its beaches smoke-free and preserving the two sea routes (former Vías Bravas) for the enjoyment of open water swimming; as well as the preservation of its forests, which are essential for outdoor activities.
In terms of mobility, there are also plans to implement strategic projects that will substantially improve sustainability in this area, such as the introduction of BRCAT by the Generalitat de Catalunya, a fast bus and bicycle lane on one of the main arteries into the municipality. This infrastructure will enable sustainable connectivity with neighbouring municipalities such as Blanes and Tordera.
Also noteworthy is its strategy for coexistence and responsible tourism management with the Lloret Actua plan, a cross-cutting plan promoted by the Town Council with the aim of ensuring a more sustainable, cleaner and safer tourism model. Among the most relevant measures is the creation of a body of inspectors dedicated to detecting and sanctioning illegal tourist accommodation, which has opened 52 disciplinary proceedings for unlicensed activities with fines of up to £20,000. A specific service has also been set up to monitor cleanliness, waste and the environment, made up of four officers who have carried out 700 inspections, with 132 requests, 40 disciplinary proceedings and more than 250 incidents resolved due to poor waste management practices.
Looking ahead, Lloret de Mar, as the main hub of the Costa Brava, is entering a new phase as a leading Mediterranean city in sustainability and sport, with its sights set on hosting the 2031 Ryder Cup at Camiral, a Quinta do Lago Resort, Girona. Located just twenty minutes from Lloret de Mar, this event represents a strategic opportunity to showcase Lloret de Mar’s tourist offering to the world and reinforce its image as a modern, connected city that is alive all year round, with a specialised offering and leisure activities tailored to the needs of these customers.
