Lloret Turisme, Lloret de Mar’s tourism management and promotion body, has kicked off the year by demonstrating its leadership in tourism at Fitur, Spain’s leading tourism trade fair, held from 22 to 26 January in Madrid. Lloret Turisme attended with a delegation led by the Mayor of Lloret, Adrià Lamelas, and the Councillor for Tourism, Frederic Guich. The Mayor explained that “2025 presents important opportunities for Lloret de Mar and with the recognition of the supra-municipal government for the work carried out in different strategic areas such as innovation and digitalisation, product specialisation and the commitment to the green and ecological transition, which allow us to continue to be a benchmark and leader in the sector”. Last year Lloret de Mar closed the season with a figure of 1,250,825 travellers and 5,405,176 overnight stays (according to INE data from January to November), with an increase in overnight stays, especially from May to October.
Lloret de Mar, Smart Tourist Destination
One of the main novelties at Fitur was the awarding of the Smart Tourism Destination label. In addition to Lloret de Mar, only the following cities in Spain have achieved this objective: Barcelona, Bilbao, Benidorm, San Sebastián, Gijón and Santander.
The Smart Tourism Destination label is awarded by the Secretary of State for Tourism through SEGITTUR (State Society for the Management of Innovation and Tourism Technologies) only to destinations that obtain a score equal to or higher than 80% in the degree of compliance with the requirements that make up the DTI methodology, consisting of a total of 216 indicators from five blocks considered as backbone and essential to build a strategy for the future: governance, sustainability, accessibility, innovation and technology. In the last 2024, for example, different projects have been implemented, such as intelligent pedestrian crossings, the digitalisation of the Tourist Information Offices or the video surveillance camera project to improve public safety at the points of greatest tourist influx.
Lloret de Mar presides over the Alliance of Leading Sun and Beach Tourism Municipalities (AMT) this 2025
The Mayor of Lloret, Adrià Lamelas, chairs the Alliance of Leading Sun and Beach Tourist Municipalities (AMT), an association comprising the eight main tourist destinations in Spain: Adeje, Arona, Benidorm, Calvià, Salou, San Bartolomé de Tirajana (Maspalomas), Torremolinos and Lloret de Mar. These municipalities receive 20% of the international overnight stays in Spain and generate 4% of the tourist jobs in Spain. The objective of the Mayor of Lloret is to continue working towards one of the main objectives of the alliance, which is to improve the financing of tourist towns and the coexistence between residents and visitors. Along these lines, Lloret de Mar Town Council is developing a Strategic City Plan with short-, medium- and long-term actions. Another strategic project is the positioning of these tourist destinations under the Blue Tourism concept, reinforcing their commitment to environmental sustainability. In this area, Lloret de Mar is also a pioneer with a tourism offer that includes a wide range of proposals in the natural environment and the regenerated water project to deal with periods of drought.
As part of FITUR, the Mayor of Lloret held a meeting with the other mayors who are part of the Alliance of Tourist Municipalities, who also took part in the round table discussion “Sustainable and digital destinations: the new gold of tourism”, a reflection on how destinations are incorporating sustainability and digitisation as a competitive advantage.
Inauguration of Next Generation projects in Lloret de Mar
In 2025, two important projects will come into operation in Lloret de Mar with European Next Generation funds: the municipal market, with a budget of 2.5 million euros, which will combine the sale of local products and gastronomic tasting, and the natural amphitheatre in the Santa Clotilde Gardens, with an estimated budget of 580,000 , which offers spectacular views over Cala Boadella and and the Costa Brava, and has a capacity for 300 people.
Lloret de Mar is one of the first municipalities to achieve the new recognition as a destination “Catalonia, HELLO family!”
As part of Fitur, Lloret de Mar has also won another award, in this case for its specialisation in family tourism. Lloret de Mar has become one of the first three municipalities to receive the “Catalonia, HELLO family!”.
The Mayor of Lloret received the award from the Honourable Miquel Sàmper, Catalan Minister for Enterprise and Employment. Miquel Sàmper, Minister of Enterprise and Employment, the recognition of the destination “Catalonia, HELLO family!”.
The Department of Enterprise and Employment, through the Catalan Tourism Agency (ACT), is promoting the new “Catalonia, HELLO family!” award to identify, publicise and promote in outbound markets those tourist destinations whose public-private offer has high standards of specialisation and adaptation to the family segment. Lloret de Mar has 24 certified companies, including hotels, activity companies and municipal facilities.
This new recognition is the evolution of the family tourism brand created 20 years ago by the Catalan Tourism Agency, of which Lloret de Mar has been a certified destination since 2010.
150 most influential tourism professionals 2025 event
Businessman Damià Font, founder of Marmirada and owner of the Hotel Acapulco; Cristina Cabañas, president of Guitart Hotels; and Elizabeth Keegan, manager of Lloret Turisme were this year’s winners at the official presentation of the sixth edition of the list of the 150 + Influencers in the tourism sector, which took place at Fitur.
Pride Costa Brava (4 to 6 July).
Within the framework of Fitur LGTB+ Lloret Town Council and the Plurals association presented the poster for the “IV PRIDE COSTA BRAVA – Abanico’s weekend 25”to the Minister for Equality, Ana María Carmen Redondo, which will take place from 4th to 6th July and which has become the benchmark LGTBIQ+ event on the Costa Brava.
20 years of filming in Lloret de Mar: new Lloret Film Office website
In 2025 Lloret de Mar also celebrates the twentieth anniversary of the creation of the Lloret Film Office which, under the umbrella of Lloret Turisme, promotes the attraction of audiovisual productions in Lloret de Mar with the aim of creating a new focus for economic dynamisation, deseasonalising and taking advantage of the high promotional impact of this industry.
The new Lloret Film Office website, a platform that provides information on the procedures, locations, filmography and services and facilities offered by Lloret de Mar for producers and location scouts, was presented at Fitur, specifically in the Fitur SCREEN space.
Over the past 20 years, more than 800 productions have been shot and photographed in Lloret de Mar, with major projects such as House of the Dragon, Uncharted, El Inocente, Mano de Hierro, Casa en flames or Mrs. Davis. In addition, there are also many advertising production companies that have become loyal over the years and have shot commercials in Lloret for brands from different fields such as retail, automotive, pharmaceuticals, cosmetics and technology.
