A delegation led by the Mayor of Lloret, Adrià Lamelas, has travelled to Madrid to participate in FITUR 2026 in a particularly significant year for the destination, as it marks the 25th anniversary of Lloret Turisme, a pioneering public-private tourism management body in Spain, and for the presentation of the Lloret de Mar Strategic Plan, which sets out the strategic lines that will define the future of the municipality.
Established in 2001, Lloret Turisme has consolidated itself as a benchmark model of co-governance, based on the stable collaboration between the public administration and the private sector, which in 2016 also incorporated social stakeholders and citizens into decision-making. A model that has now become a trend at a national and international level, in a context where shared governance is key to addressing the challenges of sustainability, competitiveness and transformation in the tourism sector. This model has been instrumental in establishing Lloret de Mar as a benchmark for urban sun and sand tourism, with a clear commitment to deseasonalization and the diversification of tourist products such as sports tourism and meetings and events tourism through the Lloret Convention Bureau.
2026–2031 Strategy and International Positioning
One of the key pillars is Lloret de Mar’s commitment to capitalising on the potential represented by the Ryder Cup golf tournament, which will take place on the Costa Brava in 2031, as a lever for international projection and for attracting high-value-added segments. Last week, Lloret de Mar presented the “Lloret with the Ryder Cup” committee, made up of around fifteen representatives from the most strategic sectors to work together before, during and after the event.
Artificial intelligence in the service of the destination
Lloret Turisme is taking a step forward in innovation with the implementation of artificial intelligence solutions applied to tourism management. Specifically, it is working on a comprehensive 360-degree strategy for implementing AI aimed at optimising internal processes and creating tools for the professional sector to improve decision-making through data analysis. In addition, it is also developing an intelligent tourist chatbot to enhance the visitor experience.
Culture, unique spaces and new programming
Among the highlights, Lloret Turisme is presenting the new amphitheatre in Santa Clotilde Gardens, an emblematic space located in the historic Santa Clotilde Gardens that expands the destination’s cultural offering and will host a new musical and cultural programme, helping to reinforce Lloret’s position as a cultural and experiential destination all year round. Furthermore, this space will also host one of the technical visits for the UIA World Congress of Architecture (International Union of Architects), which will be held in Barcelona in 2026.
Lloret’s business presence and recognition of local entrepreneurship
Lloret de Mar‘s participation in FITUR 2026 also features a prominent presence of professionals and companies from the destination with their own stands at the fair, reinforcing the profile and leadership of Lloret de Mar. Among the companies present are H Top Grup / L’Azure Hotel, Evenia Hotels and Evenia Travel Services, Marmirada, Viajes Olympia and Meliá Hotels International, as well as representatives from different key areas of the tourism sector: accommodation, intermediation, technology and innovation.
In this context, the recognition awarded by CaixaBank Hotels & Tourism to Mr Jordi Frigola, CEO of the Frigola Group, as a Transformative Leader also stands out. An award that highlights his career, leadership, and contribution to the development and competitiveness of the tourism sector in the Costa Brava and Barcelona. This accolade reaffirms the role of the local business fabric as a key player in the transformation of the tourism model and in the success of the public-private collaboration model promoted by Lloret Turisme.
Institutional and professional agenda at FITUR 2026
Lloret’s participation in FITUR includes a busy public schedule, with appearances at key events, round tables on sustainability, sports tourism, digitalisation and governance, and presentations by Lloret Turisme itself, as well as an extensive meeting schedule with agencies, operators, the media and partners from strategic international markets.
Among the highlights are Lloret Turisme’s presentation on the implementation of artificial intelligence in the destination, participation in spaces such as FITUR TechY, FITUR Sports and FITUR Screen, as well as events recognising tourism leadership and talent.
Yesterday, the first day of the fair, Lloret de Mar participated in the minutes of silence called for the Adamuz and Gelida railway accidents.
