Lloret Turisme has consolidated its presence in the Polish market with its prominent participation in two key promotional activities that have taken place in the first half of the year: the “Polonia Meet Hiszpania” roadshow, held from 17 to 20 March, and the “Spanish Event 2025”, also held in various Polish cities this week.
At the Polonia Meet Hiszpania roadshow, the Lloret Turisme team visited the cities of Warsaw, Lublin, Rzeszów, Katowice and Krakow. The main objective of the event was to consolidate awareness of Lloret de Mar as a benchmark tourist destination, highlighting its urban sun and beach products with interesting attractions such as culture, gastronomy and nature, and also focusing on strategic segments such as MICE and sports tourism.
In Warsaw and Krakow, two cities where Lloret de Mar already has a consolidated presence, the main new features of the destination were presented: the renovation of the hotel plant through different Adults Only hotels or those specialising in family tourism, highlighting the new aquatic areas of its facilities; the expansion of the Waterworld water park with new attractions on the occasion of its 40th anniversary, as well as public and private sector initiatives in sustainability, such as the Lloret Sustainable by Bioscore certification.
One of the most noteworthy actions took place in Katowice, where more than 70 travel agents from the Silesian region took part in the “All In Too” networking event. In the words of Elizabeth Keegan, manager of Lloret Turisme, “This region, with a strong industrial fabric, is showing a growing interest in the incentive product, for which Lloret de Mar has a specialised and accessible offer thanks to the year-round air connections between Girona and Krakow”. In this regard, the new incentives website for companies was presented: https://experiences.lloretcb.org/en/incentives-for-companies-in-lloret-de-mar/
In Lublin, the promotional event focused on the joint presentation with the Girona Costa Brava Tourist Board of the new Girona-Lublin air link.
The last stop of the first roadshow was Rzeszów, where travel agents from Ukraine also participated. Keegan explains that “Despite the current context, as we have already experienced last summer, some segments of the Ukrainian population maintain the ability to travel and show interest in the high-end hotel offer, such as the recent reopening of the Sant Pere del Bosc hotel“.
At the same time, this week Lloret de Mar is taking part in the “Spanish Event 2025” organised by the tour operator Nekera with the support of Turespaña in the cities of Katowice, Poznań and Warsaw. In the city of Warsaw, both the Prime Minister of Tourism and Sport of Poland and the Spanish Ambassador to the country expressed the good economic trend and the high travel capacity of the market, as well as the growing interest of Poles to spend their holidays in Spain. Currently 18% of Poles visiting Spain choose Catalonia.
This event, attended by more than 300 Polish travel agents, aims to promote Spanish destinations and hotels, favouring direct contact with the main players in the Polish tourism sector.
The Polish market, strategic for Lloret
Poland is currently the fifth largest market for Lloret de Mar, with 6.30% of total overnight stays. It is followed by the Spanish market (18.74%), the French market (18.38%), the English market (10.99%) and the German market (10.68%).
In 2024, the destination received 56,531 travellers from Poland, who generated a total of 340,555 overnight stays. And the evolution statistics show a full recovery of this market since before the pandemic, even growing by more than 18% compared to 2019 in number of overnight stays.
