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Lloret de Mar present at FITUR 2025 with outstanding new features

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.

Lloret Film Office celebrates 20 years with more than 800 shootings and presents its new website at FITUR SCREEN

The Lloret Film Office celebrates its 20th anniversary with an extraordinary record: more than 800 film shoots that have transformed this Costa Brava destination into a benchmark in the audiovisual sector. The new website, a tool designed for professionals that strengthens the positioning of Lloret and Spain as a prestigious audiovisual hub, was presented as part of Fitur SCREEN, the specialised area of FITUR organised in collaboration with the Spain Film Commission. The event was attended by the President of the Spain Film Commission, Juan Manel Guimeráns; the Mayor of Lloret, Adrià Lamelas; and the Councillor for Tourism, Frederic Guich.

Over the last two decades, Lloret de Mar has hosted the filming of international blockbusters such as Sahara, House of the Dragon, Uncharted, Casa en flames or Mrs. Davis. It has also been the setting for numerous series for digital platforms such as El Inocente, Mano de Hierro, Bienvenidos a Edén and Merlí. In addition, world-renowned brands such as BMW, Mango, Isdin, Estrella Damm, Pronovias and Donuts have chosen this location to film commercials and photo shoots.

The new web platform presented at Fitur SCREEN offers detailed information on procedures, locations and audiovisual services available in Lloret, in an innovative format that aims to inspire professionals in the sector. According to Elizabeth Keegan, head of the Lloret Film Office, “this website is a window on Lloret’s potential as a versatile and privileged filming destination, while highlighting the positive impact of screen tourism on the local economy”. The filming of blockbusters has also been a good tourist attraction for creating themed tours of the filming locations, such as “Gardens of the Dragon”, inspired by the filming of “House of the Dragon” in the Santa Clotilde Gardens; a guided tour with the addition of cosplayers (actors themed as the characters from the series who appeared during the tour), which sold out during the two months of summer 2023 that it was held.

Lloret de Mar stands out for its versatility, ranging from spectacular beaches to modern urban proposals, as well as for its infrastructure adapted to the needs of the audiovisual industry, specialising in its specific requirements. This combination has made the destination a benchmark on the Costa Brava for producers and location scouts.

With this new tool and its presence at FITUR SCREEN, the Lloret Film Office reaffirms its leadership and commitment to innovation, helping to position Spain as one of the nerve centres of the global audiovisual industry.

Web: lloretfilmoffice.org

Lloret Turisme takes part in the Shooting Locations Marketplace, the largest gathering of national and international location scouts in Spain

Lloret Turisme, through the Lloret Film Office, the department responsible for advising and managing film shoots in Lloret de Mar, is at the Shooting Locations Marketplace in Valladolid yesterday and today, where it is meeting with various national and international location scouts and producers to promote the destination’s potential for the audiovisual sector. The meeting is in the format of a workshop with individual interviews, which, in the words of the manager of Lloret Turisme, Elizabeth Keegan: “It allows us to offer a more personalised service to such a target audience as location scouts and producers, key players in attracting film shoots. Lloret de Mar’s strengths as a filming destination include the fact that we are one of the closest towns on the Costa Brava to Barcelona, with unique beaches and coves, a very interesting and attractive hotel and service infrastructure, and professional management for over 17 years through the Lloret Film Office”.

Some of the localisers and producers interviewed are: Scott Trimble, American director and localiser for projects such as Star Trek, Terminator: The Sarah Connor Chronicles and Iron Man 2, and who has won awards for his work on films such as Transformers and Mission Impossible 3; Mika Sito, American production manager for Tenet and Red Alert; Jasmina Torbati, American production manager for All Quiet on the Western Front and 13 Hours: The Secret Soldiers of Benghazi; or with the also American localiser Andrea Keener, who has worked for various Disney productions. In addition, the Lloret Film Office also had the opportunity to meet with Catalan localisers and production assistants who already know the destination and its potential well and who play a key role when these productions arrive in the region, as well as with localisers from Madrid with whom it was able to establish new synergies.

This action by the Lloret Film Office coincides with the recent Comic Con Costa Brava, a themed convention with actors and actresses, cosplayers and technology and merchandising companies related to the series Game of Thrones, The Hobbit, Stranger Things and Stars Wars, which was held this past weekend in Lloret de Mar and was attended by some 1,500 people. The driving force and organiser of this event is Alec Utgoff, an actor known for his role as Alexei in Stranger Things, who lives in Lloret de Mar.

In addition, this summer Lloret also premiered the first themed tour inspired by the filming of the Game of Thrones prequel, House of the Dragon, in the Santa Clotilde Gardens, which sold out in July and August.

The Lloret Film Office was founded in 2006 and is a member of the Catalunya Film Commission. Every year it hosts around forty audiovisual productions, including series shoots, film scenes and photo shoots, including Uncharted (2020), House of the Dragon (2021) and Mrs. Davis (2022). This autumn it was scheduled to host a large-scale shoot again, in this case for a series for the Apple TV platform, but scriptwriters’ strikes in the USA have put it on hold until further notice.

Lloret de Mar to host the Terres Check-In International Hospitality Film Festival 2023

Barcelona’s Palau Güell hosted the presentation of the second edition of the Terres Check-In International Hospitality Film Festival and it was made official that Lloret de Mar will host the Terres Check-In International Hospitality Film Festival 2023 on 13 September. For the Mayor of Lloret de Mar, Adrià Lamelas, “Lloret de Mar is a long-established tourist destination and in recent years it has positioned itself strongly in the field of technology and digitisation, both in the public and private sectors. Digital marketing is a great ally for the tourism sector and we are proud to host the Terres Check-In International Hospitality Film Festival 2023”. The event will take place at the Guitart Park Hotel and the Municipal Theatre.

The Terres Check-In International Hospitality Film Festivalaims to highlight the audiovisual field in the hospitality sector and combines an awards ceremony and professional recognition in different tourism services ─such as accommodation, commerce, restaurants or theme parks─ with a training programme and allows the exchange of experiences. Santi Valldepérez, CEO of Terres Landscape&Travel Communication, one of the promoters of the event, explains that “with this vocation of being much more than an awards ceremony, it is committed to promoting the Terres Check-In as a space for knowledge, exchange and communication trends”. Along these lines, the 2023 programme includes a visit to IDEAL, the Visual Arts Centre, the production company Minoria Absoluta and the Maresme Film Commission (Maresme) on 12 September. On the main day, 13 September, there will be presentations on the binomial tourism and audiovisual sector, the awards ceremony and an exhibition of case studies. The programme closes on the following day, 14 September, with a visit to the Lloret School of Hotel and Catering and a grape harvest and wine tasting at the Sant Pere Estate in the Sant Pere del Bosc area. In 2022, Lloret de Mar collaborated with the festival for the first time, presenting the Lloret Film Office project to the jury and collaborators. The Lloret Film Office, which is part of Lloret Turisme, provides advice and takes advantage of the promotional potential generated by audiovisual productions.

The Terres Check-In International Hospitality Film Festival is a joint initiative of Terres Landscape and Travel Communication and the Catalan foundations CETT, Climent Guitart and Jordi Comas Matamala. Cristina Cabañas, President of the Climent Guitart Foundation, representing the three foundations, explained that “this festival is in line with the aim of the three foundations to generate and transfer knowledge”. In addition to Lloret Town Council and Lloret Turisme, the event is also supported by Tourism of Catalonia, Barcelona Provincial Council and the Costa Brava Girona Pyrenees Tourist Board of Girona Provincial Council.

Several studies in recent years indicate that 65% of travellers watch videos of the destinations they plan to travel to; that 3 out of 5 travellers who watch videos online use them to narrow down brand, destination or activity choices; or that 18–24-year-olds prefer to use TikTok and Instagram as search engines over Google; or that 87% of marketers admit that video increases traffic to their website, and another 80% recognise that video helps increase sales directly.

The Lloret Film Office participates in the Terres Check-in festival

Lloret de Mar, 8 September 2022 – The Lloret Film Office, an organisation that reports to Lloret Turisme and was set up in 2006, yesterday welcomed a delegation of participants to Lloret de Mar for the Terres CHECK-IN festival, which was held yesterday in Barcelona. The participants were journalists, filmmakers and other professionals from the audiovisual and university sectors.

Terres Check-in is a joint initiative of the Jordi Comas Matamala, Climent Guitart, CETT and Terres Foundations, which specialises in the world of audiovisuals applied to hospitality. The aim of this event is to become a world reference in the audiovisual field as a marketing tool for the organisations that make up the tourism, hotel and catering and gastronomy industry. The festival kicked off yesterday with a training and professional aspect and an awards ceremony for the best audiovisual proposals in the tourism sector. The award winners were: for the “Late Ckeck-Out” blog, gold for Future Looks Bright-Anemos Luxury Grand Resort (Greece) and silver for Yours personally-Makweti Safari Lodge (South Africa); for the Fast Check-In blog, gold for Casa Batlló 10 experience arrives (Catalonia) and silver for Grand Tour of Catalonia (Catalonia) and in the last category of Social Check-In, gold for Ecolodges Japan in Yukuguni (Japan) and silver for Ceci no es un avion, from Aviation sans frontieres (France). Recognition was also given to Mirador Torre Glòries as “Destination Barcelona” and “Can Buch” as tourist hosts.

In his closing speech, the Mayor of Lloret de Mar, Jaume Dulsat, expressed his satisfaction that “Lloret de Mar has been chosen as the venue for the Check-in 2023 festival”. He recalled that the Lloret Film Office “celebrated its 15th anniversary last year”.

The participants who attended the day of discovery and territorial promotion of Catalonia as a filming platform were able to learn first-hand about how the Lloret Film Office works, as well as various locations in the town, such as the Santa Clotilde Gardens, which was used for different scenes in the HBO series “House of the Dragon”, released on 22 August, and Sony Productions’ “Uncharted”, also released this year, which chose Cala Boadella as one of its locations. In the words of Elizabeth Keegan, manager of Lloret Turisme, “every year Lloret de Mar hosts around thirty audiovisual productions that become a strategic promotion for the destination, as we have been able to see in recent days with the premiere of “House of the Dragon” and the significant coverage in the national and international media that it has given to the Santa Clotilde Gardens”.

Following the visit to the Santa Clotilde Gardens, the Costa Brava Girona Tourist Board and the Lloret Film Office held a joint presentation at the Guitart Rosa Hotel to showcase the potential of the counties of Girona and Lloret de Mar as a filming location. Tomorrow Tortosa will be the closing city of this first edition of the Terres Check-in festival.