lloret de mar (eng)
DESCRIPTION
Dossier de premsa 2011TRANSCRIPT
Press kit 2011
IndexLloret de Mar: small city, great destination 4
What is it like? 6
Where is it? 8
How do I get there? 8
Whyisitafirst-ratedestination? 10
What does it offer? 12
A benchmark for tourism restructuring 14
What tourism products does Lloret de Mar have to offer? 28
Lloret, “urban beach” destination 30
Lloret, leisure centre of the Costa Brava 32
Lloret, sports tourism destination 33
Lloret Natura, nautical and active tourism 35
Lloret Convention Bureau, conference and incentive destination 37
Lloret Festivals & Events 39
Open Museum of Lloret 40
Lloret, gastronomy and shopping 41
2010 hotel occupancy statistics 44
Lloretinfigures 48
Lloret de Mar: small city,great destination
6
Lloret de Mar is one of the most important tourism destinations in Southern Europe, situated in the incomparable setting of the Costa Brava, just 70 km from Barcelona, 45 km from Girona and 80 km from Figueres.
What is it like?
Lloret de Mar’s tourist attractions, services and facilities, together with its commercial, gastronomic and activities offer and its tourist accommodation and hotel infrastructure, make it one of the most varied and highest quality tourism destinations in the country.
This stretch of coastline, called the Costa Brava, is known for its rocky shores and cliffs, hidden coves, Mediterranean vegetationandcrystal-clearwater,ofwhichLloretdeMaris a prime example.
With more than a thousand years of history, its own language and culture, and an unbeatable geographical setting that features both sandy beaches and the leafy valleys of the Pyrenees, it has become the favourite destination of travellers from all over the world.
Lloret de Mar boasts a great strategic location, close to places that are hugely popular with tourists, such as Barcelona, Girona or the Dalí Museum in Figueres.
The municipal district covers 48 km2 and boasts standout features such as its fivemain beaches, stretching along 9 km of coastline, and a rich natural heritage. !
7Press kit 2011
8
Where is it?LloretdeMarissituatedonthenorth-easterntipoftheIberian Peninsula, in Catalonia, one of Spain’s autonomous communities. The city is situated in the province of Girona and forms part of the Costa Brava tourism brand. The Costa Brava is one of Catalonia’s most established coastal areas and one of the most visited by tourists.
How do i get there?
By plane
Lloret de Mar is located close to important airports: 75 km from Barcelona airport and 30 km from Girona airport. Barcelona airport offers scheduled flights to theworld’smajor cities.Gironaairportoffers flights to several European cities throughlow-cost airlines, along with a large number ofcharterflights.
By car
There are three entry points to Lloret de Mar.From the south: on the C-32 coastal motorwaythat connects Barcelona and Lloret.From the north (France): exit 9 (Lloret de Mar) on the AP7 motorway.Fromthenorth-east:Lloret is12kmaway fromTossaontheG-680road.
By bus
Lloret de Mar is connected to Barcelona, Girona and major European cities through scheduled and private bus services. Lloret boasts an international bus station and private stations that cater for foreign coaches.
Montmeló(Catalunya Circuit)
AEROPORT GIRONA - COSTA BRAVA
AIRPORTBARCELONA
GIRONA
FRANCE
Figueres
Besalú
Banyoles
Pals
Palamós
Blanes
BARCELONA
Sant Feliu de GuixolsTossa de Mar
LLORET DE MAR
N-11
N-11
C-32
AP-7
E-15
DEPARTURE 9
DEPARTURE BLANES
E-15AP-7
COSTA BRAVA
Montmeló(Catalunya Circuit)
AEROPORT GIRONA - COSTA BRAVA
AIRPORTBARCELONA
GIRONA
FRANCE
Figueres
Besalú
Banyoles
Pals
Palamós
Blanes
BARCELONA
Sant Feliu de GuixolsTossa de Mar
LLORET DE MAR
N-11
N-11
C-32
AP-7
E-15
DEPARTURE 9
DEPARTURE BLANES
E-15AP-7
COSTA BRAVA
9Press kit 2011
10
TYPES AND CATEGORY
NUMBER OF ESTABLISHMENTS
CAPACITY
5-STARHOTELS 3 743
4-STARHOTELS 28 11.121
3-STARHOTELS 40 13.957
2-STARHOTELS 11 2.204
1-STARHOTELS 15 1.702
GUEST HOUSES 28 1.495
APARTMENTS 38 3.624
CAMPSITES 4 3.421
1.4 Why is it a first-rate tourism destination?Lloret is currently the most important tourism destination on the Costa Brava.
In 2010, Lloret de Mar welcomed 1,039,544 visitors and 5,381,104 overnight stays were recorded in the city.
Lloret de Mar is also Catalonia’s number one sun and sand destination in terms of the number of hotel bed places and overnight stays in hotel establishments and is ranked fifth for thewhole of Spain. The hotel accommodationoffer comprises 125 establishments with a total of 31,222 bed places. It is worth noting that more than 50% of the hotelaccommodationofferisconcentratedinthree-staror higher hotels.
Every year it welcomes 12% of the tourists who visit Catalonia and more than 40% of the tourists who visit the Costa Brava. !
After adding apartments and campsites, the total accommodation capacity of the destination is 167 establishments and 38,267 bed places.
To give an idea of the size of Lloret’s hotel offer, it is equivalent to one third of the hotel bed places in all of Cuba and one third of the hotel overnight stays in Croatia.
Lloret de Mar’s importance as a tourism destination is also reflected in the total expenditure of visitors to the city,estimatedat430millioneuros.Thisfigureishigherthanthe income of autonomous communities such as Navarre and Aragon.
64% of the five-star and luxuryaccommodation available on the Costa Brava is situated in Lloret de Mar. !
11Press kit 2011
12
What does it offer?Lloret de Mar is a destination that has adapted to the new demands of the market. Having started out in the 1960s with a tourism model mainly based on sun and sand, the town has been striving for more than a decade to maintain its standing as a competitive destination that is keen to develop all its territorial and tourism potential.
The strategy of showcasing resources as standout tourism attractionshasenabledthediversificationofproducts,ofwhich the main ones are as follows: sun and sand tourism, sports tourism, meeting and conference tourism, leisure and event tourism.
The city boasts an abundance and diversity of tourism resources, among which the natural and cultural heritage resources associated with the coastline stand out in particular. As such, over the last few years the destination has made a great effort to add tourism value to these heritage resources and to generate new and standout tourism attractions through the structuring of innovative products such as “Lloret Natura”, the “Open Museum of Lloret” and “Shopping and Gastronomy”.
Sun and sand holiday tourism remains the destination’s star product but the offer is being enriched with the addition of complementary products. These products are mainly aimed at the following segments: families, groups of young people, groups of sports people and companies.
Cultural Heritage. OPen MuseuM Of llOret
aCtive and nature tOurisM
sun and urBan BeaCH
sPOrts tOurisM
MiCe tOurisM
leisure and events
sHOPPing and gastrOnOMy
MiCe tOurisM
13Press kit 2011
A benchmark for tourism restructuring
16
As one of Europe’s pioneering tourism
destinations, Lloret de Mar is facing up to the
challenges of the 21st century with the twin
goals of adapting to the changes that have
taken place in the world tourism market and
ofredefiningitselfasacityasaresultofthe
socio-economicchangesthathavetakenplace
in the destination and its environment.
Where have we come from?Labelled as a mature mass tourism destination, it must be pointed out that Lloret’s tourism offer established itself during the tourism boom of the 1960s and 1970s. Growth stabilised in the 1980s, by which time the city boasted more than 30,000 accommodation places.
The1990ssawthestartoftherestructuringofasignificantnumber of lower category hotels, which were either upgradedto3,4or5-starestablishmentsorwereturnedinto tourist apartments.
Where are we now?Over the last decade, the public authorities and the private sector have implemented a tourism planning process involving policies aimed at improving quality and restructuring the tourism offer, showing a commitment to transforming and showcasing the area’s natural and heritage resources.
In 2003, Lloret Turisme was created. This public-private management bodycoordinates, implements and supervises tourism policy, serving as a hub for the coordination of all the institutions and companies involved in the sector.
!
At present, 80% of the tourist accommodation places in Lloret are concentrated in 6 sub-zones thatoccupy 6.6% of the urban territory. !
The aim of this new tourism policy is to improve competitiveness in respect of emerging destinations, to define new tourismmanagement strategies andmodels,and to reposition the destination in international markets.
These aspirations led to the start of a new process of change that has been embodied in more than 30 planning and development projects in all areas: urban planning and infrastructures, environment, commerce, tourism etc. Particularly noteworthy are the Municipal Urban Development Plan (POUM), approved in 2006, the Trade Facilities Development Plan (POEC) of 2008, the Strategic Cultural Heritage Plan, approved in 2006, and, in terms of tourism, the2001-2003TourismExcellencePlanand the2005-2009GreatHorizonsPlan,whichhavesettheagendafor tourism policy in the last decade.
The implementation of these plans has enabled Lloret to become an important compact urban centre in which most economic, tourism and commercial activity is concentrated in a small area of the municipal district, specifically14%, with the advantages that this entails. Moreover, in conjunction with Blanes and Tossa (Costa Brava towns), it forms a very powerful territorial unit with a residential population of 82,686 inhabitants and more than 1,500,000 tourists.
Where are we headed?Withthegoalofreflectingalltheprojectsrelatedtotourismpolicy and the strategies that will shape the future of Lloret de Mar as a tourism destination, the decision was taken to drawupthe2010-2014StrategicTourismPlan.
In recent years, Lloret de Mar has been successful in stabilising its accommodation offer and the annual volume of tourists.
17Press kit 2011
18
As far as demographics are concerned, Lloret de Mar has doubled its population in the last ten years, rising from 20,000 to 40,000 inhabitants, which, when added to the significantnumberoftouristswelcomedbythecityeveryyear,showstheneedforseriousreflectiononthechallengesto be faced in the future.
The 2010-2014 Strategic Tourism Plan is a cross-sectordocument that shows all the efforts made in a range of areas. It also includes an exhaustive diagnostic study of the city’s situation in terms of urban development and tourism withthegoalofdefiningastrategytodefinefutureactions.All of the participating agents, both public and private, have played a key role throughout the process.
Overview of the strategic PlanTourism must continue to be the main sector of economic activity in Lloret de Mar, which will be perceived as a standout tourism destination, with its own personality, based on urban beach tourism and the development of all its possibilities, involving an innovative urban environment and landscape that are well maintained and of high quality.
Furthermore, it must be integrated within its territorial context,using it tofirmlyestablishafirst-rate centreofdemographic, economic and tourism activity in Catalonia as a whole, boosting investment and advanced economic activity related to tourism and leisure.
In addition, it must incorporate environmental, economic and social sustainability criteria in all actions related to tourism, strengthening collaboration, cooperation and coordination between the various levels of the public sector and between the public and private sectors, with the support of civil society.
The number of hotel bed places that are available from March to October has increased by 40% in respect of 2003. !
Through the implementation of new tourism policy strategies and the creation of new tourism products the tourism season has been lengthened.
To boost Lloret's life cycle as a destination.
To generate a model of
sustainable development shared by the
private and public sectors.
To firmly establish Lloret as an
ambitious leading international destination.
To raise the local population's
awareness of the importance of
tourism.
To improve the overall competiti-veness of the city.
The aims of this Plan are
Contents of the strategic PlanThe growth in population, facilities and services in recent yearshasturnedLloretintoacompactcomfortably-sizedcity and at the same time a great tourism destination.
The Strategic Tourism Plan shows how Lloret has developed from a sun and sand destination into an urban beach destination, highlighting all the possibilities encompassed by this definition: setting, leisure activity, restaurants,hotels, safety, cleanliness…
The Strategic Plan proposes 10 programmes listing 51 specific actions to be implemented over the next fewyears.
19Press kit 2011
201. Destination management programme
One of the most important actions is the preparation of the project for inclusion in a Plan for the Restructuring of Mature Destinations. These plans are an initiative of the Officeof theSecretaryofState forTourismandaimtorestructure and modernise mature destinations.
Example action:
Name of action inclusion in a Plan for the restructuring of Mature destinationsAim
• ToobtainagrantfromtheOfficeoftheSecretaryof State for Tourism for the modernisation and updating of mature destinations.
description• Drawing up of a dossier for the Office of the
Secretary of State for Tourism, for the Catalan Government and for Girona Provincial Council that presents Lloret de Mar’s current situation, its needs in terms of restructuring, environmental and urban recovery, the regeneration of its business model and the boosting of its capacities for the future. The dossier points out the need to improve transport connections. Lloret de Mar is currently the only city with over 30,000 inhabitants in Catalonia with no direct motorway access.
2. Programme for the comprehensive improvement of the destinationThis includes aspects such as the need to continue with the restructuring of the hotel sector (45% of hotel establishments opened before 1970), actions to improve landscape and urban structure, including the refurbishment of façades or connectivity between areas. Furthermore, it also has a bearing on the improvement of mobility, taking into account the increase in the number of visitors at certain times of year, e.g. summer, and aspects such as qualitycertificatestomeetthegrowingexpectationsofan increasingly demanding tourism market in all tourism parameters.
Example action:Name of action Improvement of mobility and parking facilitiesAim
• Comprehensive project for the improvement of mobility.
• Trafficreductionoftheoldquarterandseafrontdescription
• InstallationofaTrafficControlStation,operatedbytheLocalPolice,tocontroltrafficlights,informationpanels,car park occupancy and pedestrianised areas.
• Removal of the seafront parking area, widening of pavementsandreductionoftraffictoonelane.
BefOre
after
3. Programme for the development and strengthening of strategic tourism products
A strategy geared towards making the most of Lloret’s territorial resources (climate, natural environment and heritage) and tourism resources (facilities, accommodation and complementary offer) to create a portfolio of tourism products that enables it to maintain its standing as a leading destination.
The products that are being strengthened are as follows: sun and sand tourism (which is evolving into a sun and urban beach concept), sports tourism, meeting and conference tourism, young people’s tourism and leisure and events tourism. These main products are complemented by the following products: “Lloret Natura”, “Open Museum of Lloret” and “Shopping and Gastronomy”, the purpose of which is to turn natural and heritage resources into tourist attractions by creating nautical, cultural and active leisure activities, as well as by strengthening the extensive shopping and gastronomy offer.
Example action:
Name of action MICE tourismAim
• To structure and position Lloret de Mar in the meeting, incentive and conference segment.
• To reduce the seasonal nature of tourismdescription
• Creation of new municipal infrastructures (theatre, Municipal Arts Centre).
• Settingupof theLloretConventionBureau.Apublic-private management body that promotes the destination in the MICE sector, currently boasting 50 members.
21Press kit 2011
22
4. Marketing, promotion and sales programme
Lloret de Mar has already begun the important task of making its strategic products stand out. In this respect, it is essential to make use of the range of tools that enable the communication of the new positioning to target groups, markets and segments, as well as to increase the overall competitiveness of the destination. This section includes strategic marketing actions, brand boosting, implementation policies, online presence, strategic alliances, visitor welcoming, etc.
Example action:
Name of action lloret de Mar’s online presenceAim
• To manage the website and its contents with the aim of improving both Lloret de Mar’s online presence as well as the perceptions of various target groups regarding the destination.
• To use the Lloret Turisme website to attract travellers withspecificinterests(strategicproducts).
• To use the website as a sales support tool.description
• Lloret de Mar, through Lloret Turisme, is making a huge effort to create a website and web 2.0 platforms that are agile, attractive and highly informative for users.
In 2010, Lloret Turisme’s online strategy received an Alimira prize, awarded by the Centre for Tourism Studies – University of Barcelona together with the Barcelona International Tourism Fair.
January
120,00
100,00
80,00
60,00
40,00
20,00
0,00
February
March
April May June
4/5-STAR HOtels
3-STAR HOtels
2-STAR HOtels
1-STAR HOtels
74,8 77,3 63,4 60,7
Hotels occupation 2009 2010
January 31,1 38,5
february 62,2 77,3
March 71,6 58,4
april 74,2 70,3
May 61,4 68,7
June 71,2 68,2
July 93,9 90,1
august 96,9 96,4
September 71,9 79,1
October 66,9 71,1
November 52,7 66,3
December 46,4 58,2
5. Programme for the improvement of business competitiveness
The quality of tourism depends to a large extent on the involvement and proper training of the businesspeople, staff and civil servants involved in tourism activity.
Example action:
Name of action Q for Quality certificationAim
• To improve business competitiveness through qualitycertificates
description• Lloret Turisme is participating together with
businesses in the quality programme developed by the ICTE (Spanish Institute for Tourism Quality) entitled SCTE (Spanish Tourism Quality System) Sectors, aimed at obtaining the Q for Quality seal adapted to the various branches of tourism activity (accommodation, restaurants, nightlife...).
• LloretTurismeisoneoftheonlytourismofficesinSpain that holds the Q for Quality seal.
6. Tourism intelligence programme
One of Lloret Turisme’s main functions is the gathering, analysis and communication of data on markets and tourism activity, which it turns into knowledge for Lloret’s tourism sector. The purpose of this is twofold: on the one hand, to enable innovation and the development of new products and, on the other hand, to ensure that business and promotional decisions are based on reliable information concerning the market and the destination.
Lloret Turisme is currently carrying out various market studiesgearedtowardsgatheringdataontheprofileofvisitors, hotel occupancy and more specific studies onsports and conference tourism.
Example action:
Name of action Hotel Occupancy studyAim
• To carry out regular market studies to improve the design of marketing strategies and decision making.
description• Monthly drawing up of reports on hotel occupancy data
(figures,nationalities,averagestaylength)
JuneJuly
August
September
October
November
December
4/5-STAR HOtels
3-STAR HOtels
2-STAR HOtels
1-STAR HOtels
74,8 77,3 63,4 60,7
Hotels occupation 2009 2010
January 31,1 38,5
february 62,2 77,3
March 71,6 58,4
april 74,2 70,3
May 61,4 68,7
June 71,2 68,2
July 93,9 90,1
august 96,9 96,4
September 71,9 79,1
October 66,9 71,1
November 52,7 66,3
December 46,4 58,2
23Press kit 2011
24
7. Sustainability and accessibility programme
This programme involves the adaptation of spaces, the removal of physical barriers and the development of specificproducts for thissegmentofdemand,aswellasthe adaptation of promotional material to different types of disability.
Example action:
Name of action Programme for the improvement of universal accessibilityAim
• To adapt the destination to meet accessibility needs in terms of public spaces, transport, resources and publicly operated facilities.
description• Annual budgetary allocation and setting up of a technical
team entrusted with implementing the Universal Mobility Plan.
Lloret de Mar invests € 60,000 euros a year in this area. !
8. Programme for the strengthening of the relationship with the territory
This programme analyses the optimisation of the resources, synergies and actions of population centres with which Lloret could form territorial tourism units (such as Blanes, Tossa or Calella). It is also aimed at getting the most out of existing facilities in these towns, using joint resources to plan new infrastructures and, on the basis of this territorial unit, generating a joint investment attraction centre. One example might be the pooling of sports facilities to host large-scale events that requiremore infrastructures than can be provided on a municipal level.
Example action:
Name of action Generation of a Lloret-Blanes-Tossa joint visionAim
• To carry out specific joint actions to strengthen theposition of the area.
description• Signing of an agreement between the three gardens
(Santa Clotilde, Marimurtra and Pinya de Rosa).
9. Programme for attracting investment and for developing strategic projects
Lloret de Mar’s tourism potential, linked to its growth dynamics and territorial development, along with its status as a tourism pioneer and leader in Catalonia, are key factors that pave the way for territorial development opportunities on the basis of strategic projects.
Example action:
Name of action drawing up of the lloret de Mar investor's PortfolioAim
• To strengthen Lloret de Mar’s position as a standout tourism destination in Catalonia.
description• Drawing up of an economic dossier that showcases the
destination and the advantages of investing in it.
25Press kit 2011
26
10. Communication and awareness programme aimed at the local population
This programme has been designed to specify actions aimed at the local population to minimise conflictsarising from the intense tourism activity that takes place at certain times of year, especially in the summer. One example are the civic responsibility decrees drawn up by the municipal authorities with the purpose of striking a balance between the needs of locals and tourists.
Example action:
Name of action repositioning of the destinationAim
• Repositioning of the destinationdescription
• Transmission of messages that strengthen the feeling of prideofbeingfromLloretsothatlocalsbecomethefirst“ambassadors” of their city and contribute to the efforts to reposition the destination.
27Press kit 2011
What tourism products does Lloret de Mar have to offer?
30
Lloret de Mar and the diversification of its tourism productsLloretdeMariscommittedtothefollowingfivestrategicproducts: “urban beach”, “leisure”, “MICE”, “sports” and “events”, which in turn are reinforced by the following complementary products: “nature, “shopping and gastronomy” and “culture – Open Museum of Lloret”
lloret, “urban beach” destinationThanks to the pleasant climate during most of the year, the beauty of its beaches and coves, and its extensive accommodation and complementary offer, sun and sand holiday tourism remains the star tourism product in Lloret de Mar. However, the destination has evolved over time and a new “urban beach” concept has been created.
The transition from “sun and sand” to “urban beach” tourism involves the adoption of a model that is much more closely associated with the territory (showcasing of urban and natural spaces), with the local population (atmosphere, culture, traditions, events), with quality (services, safety, cleanliness) and with the showcasing of the city’s tourist attractions.
new in 2011 Beaches and their surrounding area
• Significant investment in beaches: Lloret is aware that its beaches are hugely attractive for tourists and allocates considerable funds for their maintenance and improvement. The city’s largest beaches provide showers, a daily rubbish collection service,asandcleaningservice,alifeguardandfirstaid service, and ramps and an amphibious chair to facilitate disabled access to the water. The annual investment in beaches is in excess of €1,300,000.
• Renewal of quality certificates: Lloret, Fenals and Cala Boadella have once again been certifiedas Blue Flag beaches. The central beaches, Lloret and Fenals, also continue to hold the Q for Quality certificate, awarded by the Spanish Institute forTourism Quality (ICTE). In 2010 Lloret was also awarded the Ecoplayas, seal, which guarantees a commitment to environmentally sustainable services.
With special interest
Leisure day
Culture
With special interest Health Active-
Nature
GolfLeisure day
Gastronomy
events MiCe
nightlife sports
ShoppingCulture
urBan BeaCH
31Press kit 2011
32
• Improved connection between beaches: they can currently be reached by sea and by road, using public transport (special buses) as well as along coastal footpaths.
• extensive offer of nautical activities at all the beaches: from more recreational activities such as parasailing and jet skiing to sailing, kayaking, snorkelling and diving.
• Sport promotion activities and children’s activities on beaches in summer months. The beaches have been naturally divided into areas for different types of beachgoers: family zones and zones for young people.
• Family Tourism Certificate. In 2010 the city was awarded the Catalan government’s family tourism seal, which guarantees that the destination and a large proportion of its private tourism offer is adaptedtothespecificneedsoffamilies.
• Restructuring of accommodation facilities. Refurbishment of hotels and increase in the number of hotels that specialise in certain visitor types, such as hotels with the family tourism seal.
• Investment in public space. Landscaping, children’s area, urban furniture.
• Improvements carried out along Lloret de Mar’s coastline in terms of mobility, the pedestrianisation of the seafront, the reduction of traffic, parkingfacilities, incorporation of sports lane, etc.
• Annual activity boosting programme involving sports, cultural and social events throughout the year.
lloret, the Costa Brava’s leading nightlife centre The nightlife sector has been one of the main assets in the promotion and marketing of Lloret de Mar for many years. The nightlife offer constitutes one of its main tourism resources and generates international demand.
Local tourism policy in recent years has been geared towards reorganising and restructuring the nightlife sector with the aim of guaranteeing top quality and making it compatible with the remaining tourism products and population segments. In this respect, Lloret de Mar
has been one of the leading tourism destinations in the regulation of these activities, whether through specificmunicipaldecreesorinconjunctionwithsupra-municipalbodies. As a result of these actions, in recent years establishments that have failed to meet the required environmental conditions have been closed down.
In parallel to the regulation of activity, the sector itself has also made a commitment to quality. Lloret de Mar currently boasts renowned discotheques that feature top international DJs such as DJ Tiesto, DJ Paul van Dijk or Armin Van Buuren, among others. These establishments are concentrated in a single area and can easily be reached on foot.
There has also been a commitment to diversifying the nightlife offer.
new in 2011In 2010 the Gran Casino Costa Brava opened for business and in 2011 lloret theatre will open its doors. these two facilities serve to diversify the offer and attract new demand.
the gran Casino Costa Brava and other places in lloret have been used as shooting locations for a film based on the true story of the Pelayo family.
The García Pelayo family won millions playing roulette in casinos all over the world by applying a simple and legalsystem.Theybrokethebankincasinosacrossfivecontinents. Throughout the year the Gran Casino Costa Brava will host major poker tournaments. It has signed a contract with 888 Poker to make Lloret an international venue this year and has signed leo Margets, considered one of the world’s best poker players, as the new face of the Poker Club.
Lloret, sports tourism destinationLloret de Mar is now one of Southern Europe’s leading specialised destinations in tournaments, sports events and team training camps for various sports, including football, basketball, handball, volleyball, cycling, hockey, martial arts or sailing.
Lloret has all the ingredients required of a top sports tourism destination:
• A pleasant climate with mild temperatures and plenty of sunshine in winter and spring.
33Press kit 2011
34
• A strategic location close to Barcelona and Girona airports, well connected to France by road.
• An outstanding natural setting, with great natural attractions, both on the coast and inland. The Costa Brava is an ideal place for water sports of all kinds, while its orography and inland landscape stretching tothePre-Pyreneesmakeitafavouritedestinationfor cyclists and mountain bike enthusiasts.
• First-rate sports facilities concentrated in a singlesports area in the city centre.
• An accommodation, services and leisure offer situated around the sports area, making everything accessible on foot. Moreover the beach is located less than 800 m away.
• Its proximity to world famous sports venues such as the FC Barcelona’s Camp Nou stadium and the Circuit de Catalunya Formula 1 and Moto GP racetrack, as well as to other top quality facilities in the neighbouring towns of Blanes and Tordera.
Since2006,LloretdeMarhasbeencertifiedasaSportsTourism Destination by the Catalan government, a specialised tourism seal that endorses Lloret as a suitable destination for international visitors to hold their events and training camps.
New social trends indicate the interest in outdoor physical exercise and wellness, while the fragmentation of holidays into shorter periods is an additional factor that explains the growing popularity of hobby or sports breaks with friends.
Each year, Lloret de Mar receives more than 100,000 sportspeople who take part in a wide range of sports competitionsorwhoattendhighprofilesportsevents.
Lloret’s sports facilities and infrastructures provide the city with added value and also serve to diversify the tourismofferbyattractingaveryspecifictypeofvisitorwho generates multiplying effects in the destination and who contributes to reducing its seasonal nature.
Soccerfieldartificialturf
That is why, year after year, Lloret de Mar has been improving its sports facilities and creating new ones, as well as signposting trails and paths and providing beaches with additional services. Moreover, the private sector has investedheavilytoincorporatefirst-ratesportsfacilitiesand specialised services within its hotel accommodation offer.
Lloret currently boasts 16,000 m2 athletics tracks with 8 lanes, catering for a total of 300 sportspeople and 560spectators;twofootballgroundswithFIFA-certifiedartificial pitchesandonegrasspitch; two sportshalls;and a motocross circuit.
new in 2011As regards infrastructures, a 50 m indoor Olympic swimming pool is currently being built, along with a third sports hall, the Pompeu Fabra.
In respect of sports events, from 10th to 14th October, lloret de Mar is hosting the senior sports Meeting, the Olympic games for the over-40s, in which 1,000 seniors from all over Europe are scheduled totakepart.Thisisthefirsttimethatthismulti-sportschampionship will be held. Seniors will compete in a range of sports disciplines (swimming, tennis, paddle tennis, pitch and putt, golf, cycling, gymnastics, dancing, dominoes, bridge, bowling, athletics, table tennis, pétanque, chess and football).
Sant Pere del Bosc golf course: Creation of a golf course offering great variety in terms of both golf and scenery.
Soccerfieldartificialturf
lloret natura, nautical and active leisure tourism destinationLloret de Mar is also synonymous with outdoor sports; its excellent climate nine months of the year, its outstanding setting, with a stunning combination of coastal and mountain landscape, and its comprehensive complementary offer make it an ideal destination for active and nature tourism.
Lloret’s 9 km of beaches and coves constitute one of the highlights of the Costa Brava. Its scenic beauty makes it a paradise for water sports lovers.
A large number of activity companies operate in Lloret during the summer months, offering all sorts of water sports: from more recreational activities such as cruise
35Press kit 2011
36
new in 2011kayaking
• In January Lloret held the 5th Transfreu, a sea kayaking event that takes place along the stretch of coast between Tossa and Lloret. This year there were more than 200 participants.
Hiking
• All of the hiking trails have been checked to improve bothfree-standingandgroundsigns.
• The Chapels Trail and Beaches Trail have been incorporated; two legendary popular trails organised bytheXino-Xanohikingclub.
• Trails have been linked with the neighbouring towns of Blanes, Tossa and Maçanet.
boat trips, parasailing, jet skis, kayaking and snorkelling to more demanding sports such as sailing and diving.
Sailing enthusiasts are amply catered for at Cala Canyelles sports harbour and in the city’s 3 sailing clubs. Lloret has hosted many competitions, including the 2010 Patin Sailing Spanish Cup.
Sea kayaking is one of the fastest growing water activities, offering enthusiasts a relaxing way to discover the rocky coastline in full contact with the sea. Sea kayaking, like diving,isalsoasuitablemid-seasonactivity.
Diving is also catered for. Situated very close to the prestigious natural marine reserve of the Medes Islands, situated in the centre of the Costa Brava, Lloret’s underwater coastline offers wonderful surprises. Three diving centres offer courses for beginners or hire out all the necessary equipment.
Lloret’s inland area is mountainous and covered by pretty Mediterranean woodland. A path network called the “water paths” connect Blanes, Lloret and Tossa to inland townsandvillages. TheGR-92 long-distancepath thatruns through Lloret from north to south can also be used.
Mountain biking, hiking, running and nordic walking are the main activities on offer.
• Circulartrailshavebeencreatedtoencourage1-dayexcursions in the municipality.
• Products have been created that combine hiking with the transport offer. One example is the hiking trail from Lloret to Tossa with the return trip by cruise boat.
nordic Walking
• Nordic walking or walking with poles is an activity that is going from strength to strength. Free excursions continue to take place on Saturdays in 2011.
• Lloret continues to offer training through its Nordic walking school, which is also the Catalan branch of the Spanish Nordic Walking Association.
geocaching
• Last October, Lloret hosted Spain’s 1st Geocaching MEGA-EVENT.Therearenowmorethan100treasuresto seek out, enabling geocachers to discover the surrounding area of Lloret.
Extreme sports
• In 2011, Lloret will once again host the Costa Brava Xtrem Running race. This mountain stamina race, now in its third year, crosses the Costa Brava from south to north from Blanes to Cadaqués.
Cycling
• The county’s MTB centre has incorporated new trails.
• Lloret has created a small bike park for those who are new to mountain biking.
Meeting, incentive and conference tourism, MICELloret de Mar’s population has doubled in the last 10 years, rising from 20,000 to 40,000 inhabitants. This transformation from a town into a small city has entailed considerable structural changes. Lloret has incorporated new services and infrastructures, along with standout facilities such as the Municipal Theatre, the Municipal Arts Centre and the Gran Casino Costa Brava and Evenia Olympic Resort conference centres.
In parallel with these developments, in recent years a considerable proportion of the more than 30,000 hotel bed places (6,000 of which are concentrated in 4 and
37Press kit 2011
38
5-star hotels) have been adapted to meet the needs of this demanding segment. In addition to the 2 conference centres, with a combined capacity of 2,000 delegates, Lloret boasts 80 meeting rooms suitable for all sorts of events.
Lloret’s strategic location is a key factor. The city’s excellent transport connections (proximity to Girona and Barcelona airports, easy access by road), its offer of facilities and outstanding sites, its large capacity in terms of hotel accommodation and services, and, of course, its Mediterranean climate with pleasant temperatures and sunny days, make Lloret de Mar an ideal spot on the Costa Brava that is highly competitive and ready to become a leading national and international destination for conferences and meetings.
Business or incentive tourism can also be combined perfectly with the offer of structured products, such as golf, health-wellness,sportsactivities,cultureandgastronomy.Thanks to Lloret’s rich cultural and natural heritage, many indoor and outdoor activities can be scheduled throughout the year, as can team-building activities. Added to this,there is an extensive leisure offer topped off with the recently opened Gran Casino Costa Brava, one of the most innovativeconceptsinEurope,alongwithawide-ranginggastronomic offer.
In 2009 the Lloret Convention Bureau was set up. This public-privatebody,whichformspartofLloretTurisme,isentrusted with promoting Lloret as a standout destination on the Costa Brava for holding meetings, incentive trips, conferences and events.
lloret de Mar 2011 Conference Calendar
national Conference of the local Police of CataloniaVenue: Olympic Conference CentreNumber of participants: 150Date: 22nd February
6th Conference of the Catalan nightlife sector.Venue: Hotel Guitart MonterreyNumber of participants: 200Date: 14th March
18th national Catalan Conference of Casualty and Emergency servicesVenue: Hotel Guitart MonterreyNumber of participants: 300Date: 23rd, 24th and 25th March
Auditorium Olympic Place Evenia
Auditorium Olympic Place Evenia
13th archival Conference of CataloniaVenue: Lloret de MarNumber of participants: 300Date: 5th, 6th and 7th May
13th ecoplayas ConferenceVenue: Lloret de Mar Number of participants: 150Date: 5th, 6th and 7th October
new in 2011Team-building and incentive trips designed to fit in with the destination: Lloret de Mar.
The Lloret Convention Bureau, in conjunction with Humanside Experiences, has created a comprehensive programmeoftailor-madeprogrammesdesignedtofit inwith the destination.
events and leisureIn today’s changing society, people’s needs and motivations have altered when it comes to choosing holidays, weekend leisure activities and short breaks. People search for entertainment and wellbeing through their interests, hobbies and personal motivations.
Lloret de Mar boasts a varied tourism offer, extensive facilities and a great many natural and heritage resources. Its proximity to Barcelona, Girona and the south of France means that the events sector in Lloret de Mar has become a key factor for the external promotion of the destination and for achieving a reduction in the seasonal nature of tourism activity by attracting nearby visitors to the destination with aprofilethatservestocomplementthatofthevisitorswhohave typically visited the city until now.
With this inmind,a comprehensiveyear-roundactivitiescalendar has been drawn up which gains special prominence inlow-midseasonmonths.Thecalendarofferssomethingfor everyone: traditional and historical events, concerts, sports events, etc.
the Historic Costa Brava rally (rally Costa Brava Històric), Patin Sailing Spanish Cup, the Rally Costa Brava, the tour of Catalonia (volta Ciclista a Catalunya) or the Mediterranean International Cup are examples of annual events held in the city that indicate Lloret de Mar’s importance as a sports events venue.
39Press kit 2011
40
With the goal of winning the hosting of new events in differentfields(promotional,incentive,motorsport,sports,hobbies, culture, music, performing arts, charity, etc.), in 2011 the Lloret Convention Bureau has drawn up the Festival & Events programme.
new in 2011Lloret Festivals & Events is a programme created with the aim of providing an advisory service for event organisers. The main functions of this free service are to facilitate the work of organisers, provide advice in the search for public and private venues, organise technical visits and report on services and suppliers.
Thanks to its size and comprehensive offer of resources and services, Lloret is an ideal destination for organising bothsmallandlarge-scaleevents.
Cultural heritage as a tourist and leisure attraction. The Open Museum of lloretLloret de Mar boasts more than 1,000 years of history. The city’sfirstgoldenagewasinthe19thcenturywhenitwasone of the shipbuilding towns of the area.
Since the start of the tourism phenomenon in the 1950s, the city’s historical and heritage legacy had not been taken intoaccountasatourismresource.Theever-presentsun,beach and leisure were sufficient for meeting tourismdemand.
With the aim of structuring and showcasing the city’s cultural heritage, in 2003 Lloret City Council drew up a heritage recovery plan entitled the Open Museum of Lloret (known by its Catalan initials MOLL).
The MOLL, Open Museum of Lloret, is a heritage interpretation concept through which visitors are offered an educational and entertaining explanation of heritage elements, including their history and the interesting tales and people associated with them.
The elements that form part of this project to date are as follows: Santa Clotilde Gardens, the Maritime Museum, the Castle of Sant Joan, the Iberian settlement of Puig de Castellet, the modernist cemetery and the Can Saragossa farmhouse. Each of these elements is representative of its time, the period of the Indianos being especially important.
Can Comadran, Es Tint and the Iberian settlements of Montbarbat and Turó Rodó are scheduled to be included in the project in the near future.
Lloret forms part of the following cultural networks: the network of Indiano towns of Catalonia; the network of maritime museums of Catalonia; the Iberian legacy trail of Catalonia; the network of museums of the Costa Brava; and network of historical cemeteries.
new in 2011• Official opening of the Can Saragossa Museum:
New cultural facility that houses the permanent exhibition of the iberian world of lloret de Mar, operating as a partner centre of the archaeology Museum of Lloret de Mar, and the Joan Llaverias local painting collection. the initial cost of the facility is €1,268,983.
• adaptation of es tint. this is the building where fishermen used to dye their nets and fishing utensils when they were still made of cotton before the introduction of nylon. Only two facilities of this type have been preserved on the Costa Brava.
• installation of lighting in santa Clotilde gardens for evening events.
• Programme of guided and dramatised tours of the city’s cultural elements.
Gastronomy and shoppingAll tourism destinations have a wide range of shops and restaurants. There is nothing new in this. In recent years, in line with Lloret’s transformation into a city, both restaurants and seasonal and traditional retail outlets have made a hugeefforttoadapttheiroffertomeetthespecificneedsofincreasingly demanding visitors. Innovative initiatives are being implemented to make the twin concept of shopping and gastronomy a tourist attraction in its own right.
Lloret de Mar currently boasts a total of 515 commercial activities mostly concentrated in the old quarter. The city council, in conjunction with the private sector, has carried out important actions aimed at improving the commercial quality of the destination. One highlight in this respect is the municipal decree restricting street displays, whichhasservedtoimprovetheurbanlandscape.Bazaar-stylemulti-productretailoutlets,typicaloftheearlytourismboomyears,aregraduallymakingwayforsingle-brandorfranchise fashion stores (clothes, accessories, etc.).
41Press kit 2011
42
Another important factor is that since 2010 stores can open every day of the year. This means that stores which are interested can open at weekends in the low season, thus strengthening the events, active leisure and cultural offer that is promoted at weekends in the low season.
The associations of retail outlets and bars and restaurants, in conjunction with Lloret Turisme, are structuring the Shopping & Gastronomy product, the goal of which is to implement actions to boost these products together.
As regards gastronomy, most restaurant establishments are located in the city centre and stand out for their wide range of cuisine and prices to suit all budgets. Gastronomy and tradition join forces in Lloret in the shape of the cuina de l’art gastronomic days held in May, with some thirty restaurants taking part.
new in 2011Shopping & Gastronomy product: creation of the Arròs de l’Art rice gastronomy days.
43Press kit 2011
Statistical data on hotel occupancy for 2010
46
Each year Lloret receives: 1,039,544 visitors and 5,381,104 overnight stays
27% of visitors are spanish and 73% are foreign
From November to March, there are more Spanish than foreign visitors and more overnight stays by Spaniards than by foreigners.
tOurists
2009 2010 increase
spanish 227.692 277.388 21,8%
foreing 753.668 762.156 1,1%
tOtal 981.360 1.039.544 5,9%
OvernigHt stays
2009 2010 increase
spanish 916.608 1.218.910 33,0%
foreing 4.234.596 4.162.194 -1,7%
tOtal 5.151.204 5.381.104 4,5%
100,00%
90,00%
80,00%
70,00%
60,00%
50,00%
40,00%
30,00%
20,00%
10,00%
0,00%January February March April May June July August September October November December
spanish 52,05% 61,01% 49,88% 35,1% 29,00% 22,05% 11,90% 14,65% 15,65% 31,61% 51,47% 64,45%
foreing 47,15% 38,90% 50,12% 64,90% 70,92% 77,95% 88,10% 85,35% 84,35% 68,99% 48,55% 35,55%
2010 total entries total overnight staysMonths spanish foreing total spanish foreing totalJanuary 9.156 8.167 17.323 36.775 25.078 61.853
february 13.227 8.450 21.677 64.572 30.564 95.136
March 34.731 34.892 63.623 153.996 122.676 276.672
april 31.450 58.161 89.611 227.562 249.340 476.902
May 32.632 79.591 112.223 166.557 376.241 542.798
June 24.323 85.967 110.290 66.343 495.256 561.599
July 18.596 137.635 156.231 69.431 879.375 948.806
august 25.287 147.370 172.657 104.011 934.554 1.038.565
September 18.970 102.243 121.213 61.926 595.850 657.776
October 32.412 72.107 104.519 118.650 321.100 439.750
November 18.877 17.796 36.673 75.831 84.041 159.872
December 17.727 9.777 27.504 73.256 48.119 121.375
The main countries of origin are as follows: France (23.1%), Germany (8.7%), Belgium (7.8%), Italy (5.6%), United Kingdom (4.9%), Russia and former Soviet republics (4.7%), Scandinavian countries (1%).
Of the 27% total of spanish visitors, 5.3% were Catalan.
the average annual hotel occupancy rate is 75.2%
the overall average length of stay is 5.18 nights
spain
27%
france23,1%
Catalonia5,3%
italy5,6%
Germany 8,7%Belgium
9,2%
United Kingdom4,9%
Others7%
scandinavian countries
1%
russia4,3%
January
7,00
6,00
5,00
4,00
3,00
2,00
1,00
0,00
February
March
April May JuneJuly
August
September
October
November
December
5/4-STAR HOTELS 3-STAR HOTELS 2-STAR HOTELS 1-STAR HOTELS
4,9 5,4 5,2 4,5
Hotels occupation
2009 2010
January 31,1 38,5
february 62,2 77,3
March 71,6 58,4
april 74,2 70,3
May 61,4 68,7
June 71,2 68,2
July 93,9 90,1
august 96,9 96,4
September 71,9 79,1
October 66,9 71,1
November 52,7 66,3
December 46,4 58,2
average stay 2009 2010
January 3,1 4,1
february 4,1 4,7
March 3,9 4,0
april 3,9 5,4
May 2,7 4,8
June 5,6 5,1
July 6,8 6,0
august 6,6 6,0
September 5,8 5,9
October 4,7 4,1
November 3,4 4,4
December 4,0 4,5
January
120,00
100,00
80,00
60,00
40,00
20,00
0,00
February
March
April May JuneJuly
August
September
October
November
December
5/4-STAR HOTELS 3-STAR HOTELS 2-STAR HOTELS 1-STAR HOTELS
74,8 77,3 63,4 60,7
47Press kit 2011
Lloretinfigures
50
General data
• Population: 40,000 inhabitants
• Surface area: 48 km2
Tourism data
• Accommodation offer: 38,267 accommodation bed places
• Number of hotel establishments: 167 establishments
• Hotel offer: 31,222 bed places
• Number of hotel establishments: 125 establishments
Natural resources:
• 9 km of coastline, 3,735 km2 of beaches
• Green spaces, 27,000 ha of woodland, 105 ha of land included in the Plan for Spaces of Natural Interest (PEIN).
• 66.2 km of trails and routes (hiking, Nordic walking...)
Sports facilities:
• Sports harbour with 134 moorings, 3 sailing clubs
• 2 golf clubs and 2 pitch & putt clubs
• 270 registered sports facilities
• 2 sports halls, 3 football pitches
• Number of sportspeople welcomed annually: 100,000
Conference tourism facilities:
• 2 Conference Centres, 80 meeting rooms.
Shopping, nightlife and restaurant facilities
• 661 establishments, with a total surface area of 55,207 m2.
• 25 discotheques, 27 music bars and 7 dance halls
• 241bar-restaurants,withatotalseatingcapacityof15,794 diners.
• 20 restaurants, with a total seating capacity of 1,508 diners (4 in the 2009 Michelin Guide and 2 in the 2010 Repsol Guide).
• 1 water park, 8 complementary offer companies
51Press kit 2011
Lloret Turisme
www.lloretdemar.org
anna riera
Tel : 972 36 57 88
http://saladepremsa.lloretdemar.cat