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Lloret de Mar Needs a Bold Overhaul

 

Just recently, I spent a few days in Lloret de Mar—a beautiful Mediterranean destination my family has frequented for decades. Every visit brings a duality of emotions. I return refreshed, basking in the crystal-clear waters and enjoying new spots like the stunning Castell cocktail bar. But I leave upset, frustrated by the town’s stubborn adherence to an obsolete tourism model.


Lloret de Mar continues to cling to mass tourism, and it’s a model that no longer makes sense. The numbers back this up. Lloret de Mar offers around 30,000 rooms, a staggering figure for such a small city. To put this into perspective, Barcelona has about 39,000 rooms, and New York, a global behemoth, has around 123,000 rooms, minus 16,000 used for non-hospitality purposes like immigration housing.

Why does this matter? Because while Lloret de Mar remains anchored to an outdated concept, it misses opportunities for more sustainable and profitable models. The pre-pandemic tourism data shows little to no change in visitor numbers or spending habits. In a world evolving rapidly, Lloret is stuck in a time warp.

The Lack of Bravery in Lloret

Every time I leave Lloret, I’m struck by the town’s lack of bravery. There’s no willingness to make the hard decisions needed to shift gears. No “balls,” as some would say, to move away from mass tourism and toward a more sustainable model. Years ago, I shared my thoughts on a new approach, but the real solution requires something far more radical—a purge similar to what we saw in Las Vegas.

Lloret de Mar Lloret de Mar Needs a Bold Renovation

Lloret de Mar needs to take a page from Las Vegas' playbook. The town should consider demolishing outdated properties and decreasing the number of available rooms. This would not only help manage the influx of tourists but also elevate the quality of the overall experience. It’s a brave approach, but one that could lead to a brighter, more sustainable future for Lloret.


Are You Ready for Change?


The question now is, are we ready for it? Is Lloret de Mar prepared to make these tough choices and forge a new path? The town has the potential to become a prime Mediterranean destination, but it will take courage and vision to get there.

In conclusion, Lloret de Mar stands at a crossroads. It can continue down its current path, anchored to outdated business models, or it can take the bold steps necessary to reinvent itself. The choice is clear, but it requires a level of bravery that the town has yet to demonstrate. Are you ready for it, Lloret?


Let's start a conversation about the future of Lloret de Mar. Share your thoughts and ideas. Together, we can push for the change this beautiful destination so desperately needs.

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