Around sixty professionals from the tourism sector today attended the presentation organised by Lloret Turisme and Mabrian Technologies to present the report on tourism data for the end of 2024 in Lloret de Mar and the outlook for Easter Week this year, extracted from the destination’s tourism intelligence and big data platform.
The most significant data is the growth in hotel overnight stays compared to 2023, reaching 5,100,000, which represents an increase of 6%. Particularly noteworthy is the compensation of the Russian and Ukrainian markets, which in 2019 contributed more than 400,000 and 100,000 overnight stays respectively, with the 9 main international markets: France, the United Kingdom, Germany, Poland, Belgium, Italy, the Netherlands, Ireland and Switzerland. In the words of the Councillor for Tourism, Frederic Guich, “these figures strengthen Lloret de Mar’s appeal in different European markets, achieving a balance in the volume of visitors from different countries, which is especially necessary in situations of instability or armed conflict that may affect a particular issuing market”. In terms of volume of international overnight stays, France continues to be in first place with 918,733 overnight stays (18% of the total and a decrease of 3% compared to the previous year); the United Kingdom with 587,697 overnight stays (12% of the total and 6% less than in 2023); Germany with 554,099 (11% of the total and 24% more than in 2023); Poland with 339,020 overnight stays (7% of the total and 24% more than in 2023); Poland with 339,020 overnight stays (7% of the total and 24% more than in 2023); and the United Kingdom with 587,697 overnight stays (12% of the total and 6% less than in 2023).020 (7% of the total and 7% less than in 2023); Belgium with 295,235 (6% of the total and 2% less than in 2023); Italy with 259,472 overnight stays (5% of the total and 4% less than in 2023); the Netherlands with 231,960 overnight stays (5% of the total and 59% more than in 2023) and Ireland with 104,223 overnight stays (2% of the total and 209% more than in 2023). In the words of the manager of Lloret Turisme, Elizabeth Keegan, “the diversification of the destination and the commitment to new markets such as Ireland, as the figures show, is paying off”.
The Spanish market, with 850,227 overnight stays (17% of the total), continues to be key after the French market, with an increase in interest in the destination during the months of January, February, March and, especially, May.
Other important data regarding the profile of the traveller are as follows:
Audience segments. Globally, couples represent the main segment in Lloret de Mar (+40%), being particularly relevant in the Spanish and Irish markets. In terms of travel groups, groups of friends stand out in the Italian, German and Dutch markets, and families in Poland and the Czech Republic.
Travel motivations: Although the Sun and Beach product continues to be the destination’s main attraction, its weight is decreasing and other products such as cultural, active and sports products are becoming more important.
Products such as active and sports tourism are beginning to gain importance in the destination, encouraged by Lloret de Mar’s commitment to activities and events of this type. Mentions of these products highlight authentic experiences in a natural setting, combining physical activity and scenery at the same time.
Gastronomy, although still less important than other destination experiences, is undoubtedly another of the levers that will continue to be highlighted.
Card spending: The overall average spend increases (€168, +2% compared to 2023), although the absence of Eastern markets, especially the Russians, is noticeable in these figures and therefore still falls short of the pre-pandemic average (€173 in 2019).
The analysis by market shows very significant increases in card spending for the Netherlands and Belgium compared to pre-pandemic levels (+41% and +26%, respectively) and also growing compared to 2023.
The countries with the highest average card spending are Ireland and Switzerland, both of which will increase their share of total overnight stays by 2023.
Accommodation is the main item in the travel budget, followed by restaurants, commercial food establishments, and bars and nightclubs.
Destination performance: RevPar (revenue per available room) stands at €54. This increase is driven by growth in rates, while occupancy declined slightly, probably reflecting a RevPar growth strategy focused on improving ADR (average daily rate) rather than occupancy.
The growth in rates that is reflected in the prices published in the OTAs is accompanied by significant increases in the hotel satisfaction index, indicating a commitment to improving the product that allows for a positive quality-price ratio.
Overall satisfaction index: At 86 points, it has remained stable since the pre-pandemic period. The safety index has improved in recent years (95 points).
Easter Outlook 2025
In general terms, between 170,000 and 200,000 overnight stays have been generated during Easter Week in the last two years, with the national market accounting for 65% of the total in 2023, mainly from the province of Barcelona.
Outlook for scheduled air capacity: In the following months and up to the summer, the number of seats scheduled at Girona Costa Brava airport increases considerably compared to previous years.
The increase in Ryanair seats, together with the opening of new routes operated by Ryanair, Wizz Air Hungary or SmartWings, reveal positive prospects for the coming months.
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