Around sixty tourism professionals have taken part today in the presentation of the 2025 tourism data report for Lloret de Mar and the outlook for Holy Week 2026, organised by Lloret Turisme in partnership with the technology company Mabrian. The session also involved the company Bioscore Sustainability, which for the first time presented the destination’s specific sustainability results as part of the “Lloret Sostenible by Bioscore” project.
According to the main findings from the destination’s tourism intelligence and big data platform, Lloret de Mar consolidates the trend towards a less seasonal model with significant growth in the pre-season months (especially February and April) and the post-season (September and October), while the average stay (4.3 days) and average spend per card (€127.40) remain stable compared to the 2024 season.
Stability in volume and qualitative improvement
The volume of travellers and hotel nights remains stable compared to 2024, with a total of 5.1 million nights and 1.17 million travellers. This stability comes against a backdrop of a 4% reduction in available hotel rooms, which reinforces the improvement in profitability indicators.
This improved performance is reflected in an increase in RevPar (revenue per available room), at €53.90 compared to €52.34 in 2024, driven by increases in ADR (average daily rate) and the maintenance of room nights.
The destination records growth in the pre-season months (especially February and April) and in the post-season (September and October), a trend that reinforces the destination’s destagionalisation strategy and allows for a gradual reduction in the concentration of summer months through a more balanced distribution of activity throughout the year. In fact, the data show that the pre- and post-season account for 47% of annual hotel overnight stays, 22% from January to May and 25% from September to December.
This lower concentration in the central summer months contributes to a more satisfying experience for the visitor, which is reflected in the improvement of the overall satisfaction indicator, reaching 87 points, an improvement on 2024.
Changes in the ranking of international markets
In terms of origin markets, despite a slight decrease in overnight stays from some of the more traditional international markets and the domestic market, the growth recorded in other international markets allows the overall volume of stays to remain similar to that of 2024.
In the words of the Councillor for Tourism, Cristina Aymerich: “This performance reinforces the strategic importance of continuing to work on the diversification of markets, as it contributes to the greater resilience and sustainability of the destination”.
In the international market, for the first time by number of nights stayed, the Polish market (10%) consolidates as the third international market behind France (16%) and the United Kingdom (12%), overtaking Germany (7%) and confirming a growth trend for one of Europe’s emerging economies. This development reinforces the diversification of the international mix and contributes to maintaining the overall stability of demand. Countries such as Ireland, Sweden, Norway, Finland and Croatia also show significant growth compared to 2024, and the United States maintains stable figures.
A more balanced product mix throughout the year
The year 2025 confirms a clear evolution in the destination’s positioning. In 2019, visitors’ interest in the sun and beach product clearly predominated, but this year it has decreased by 8%, falling from 27% in 2024 to 19% in 2025. Currently the mix of tourist products is much more balanced, with a notable rise in interest in culture (up from 15% to 17%) and active tourism and sport, which remain stable at 13% and 10% respectively. Nightlife increases its share, from 7% to 9%, while the gastronomic, family and wellness products maintain similar shares to the previous year.
In the words of the manager of Lloret Turisme, Elizabeth Keegan, “This redistribution of interests favours a more evenly spread demand throughout the year and broader travel interests, aligned with the strategy promoted by Lloret Turisme over the past decade”.
High satisfaction and perceived quality improvement
The overall satisfaction index (87 points) improves compared to 2024. The improvement in the product satisfaction index (73 points) stands out, recovering from last year and rising above the 2023 and 2019 values.
Perceptions of safety (93 points) and climate (90 points) are also very high. In terms of safety, Lloret de Mar shows the second-best result compared to competing destinations.
Tourism sustainability: improvement in indicators
The overall tourism sustainability index improves compared to the previous period, standing at 56/100. This positive development is driven primarily by three key areas:
- Distribution of tourist spending
Although the average spend per card remains stable, it is growing in markets that are not the main ones — such as Belgium, the United States or Italy — and is distributed more evenly across categories, which reinforces the destination’s economic diversification.
- Sustainability perception
47% of mentions related to Lloret’s sustainability are positive, while only 13% are negative, evidencing an improvement in its image linked to the environment, well-being and cultural preservation.
- Motivational diversification
Homogenisation of the weighting of tourist products, achieving a very balanced product mix by 2025.
Incorporation of data analysis from the Lloret Sostenible project by Biocore
The report incorporates for the first time a detailed analysis by Bioscore Sustainability, expanding the management system with environmental, social and governance indicators that are measurable and comparable on an annual basis.
During 2024, the “Lloret Sustainable by Bioscore” destination project has recorded growth in the number of affiliated tourism agents (from 13 to 26) and participating establishments (from 25 to 49), which significantly expands the project’s measurement and monitoring base.
The analysis allows a distinction to be made between direct emissions, which have decreased both per overnight stay (-12.37%) and per traveller (-15.18%), and emissions linked to electricity consumption, which have increased, partly due to the rise in the national electricity factor and higher energy consumption per unit of activity.
This comparable annual measurement system allows for the identification of priority areas for improvement for both private establishments and public buildings, reinforces data-driven decision-making, and advances towards more efficient resource management.
Easter Week Outlook at Girona-Costa Brava Airport
As for the air connectivity planned for the months of March, April and May at Girona-Costa Brava Airport, 274,000 seats and nearly 1,400 flights are scheduled, with connections to 13 countries and 35 cities.
Although the overall planned capacity is slightly lower than that of 2025, the United Kingdom strengthens its position with new routes from Edinburgh and London Luton.
As for the profiles expected for Easter, a combination of families, couples and sports groups is anticipated, with a significant share from the French and domestic markets, as well as an increase in interest from the British and Polish markets. The diversification of interests — between cultural, active, sporting and short-break getaways — reinforces the destination’s appeal during this period.
Lloret de Mar – Closing report 2025
