The Strategic Plan of the Patronat de Turisme Costa Brava Girona and the Costa Brava-Pyrenees of Girona destination has set out the following roadmap that will guide tourism initiatives until 2029.
This shared strategy aims to move towards a more competitive, balanced, responsible and resilient model of tourism, capable of generating value for the region, the sector and the general public.
A fresh perspective on a tourism sector undergoing radical change
Tourism is experiencing a process of constant transformation. Visitors’ changing habits, digitalisation, shifting demand, growing competition between destinations and the issue of sustainability are redefining the way destinations are planned, managed and promoted.
Against this backdrop, the Strategic Plan for 2026–2029 provides an updated perspective on the Costa Brava and the Girona Pyrenees and sets out the priorities that should guide tourism initiatives over the coming years.
The aim is to move towards a model capable of generating greater value for the region, distributing the benefits of tourism more equitably, preserving the resources that make the destination unique, and fostering harmonious relations with the local community.
Listen, share, move forward
The Strategic Plan is the result of a process of shared reflection with the local community, involving public and private stakeholders linked to the tourism sector.
This collaborative effort has made it possible to identify challenges, compare different perspectives and define the priorities that will guide the destination over the coming years.
To enhance the competitive positioning and reputation of the Costa Brava-Girona Pyrenees destination by creating, developing and promoting products and experiences that attract respectful and environmentally conscious visitors. Within a framework of co-governance involving all public and private stakeholders, the Patronat works to consolidate tourism as a key sector that contributes value, prosperity and well-being to the general public, and seeks to promote and preserve the natural, cultural and culinary heritage of the counties of Girona.
By 2029, the Costa Brava-Pyrenees region of Girona strives to be recognised both domestically and internationally for its identity and authenticity, for its natural, cultural and culinary riches, and for its ability to offer high-quality experiences that combine nature, culture, sport and well-being. The Costa Brava and the Girona Pyrenees complement and reinforce one another, adding value to a responsible, accessible, inclusive and increasingly all-year-round destination, where sustainability guides tourism development, collaboration between the public and private sectors, and the harmonious coexistence of tourism and the local community.
Strategy
A Positioning and brands
What we want to achieve
To build a shared, authentic and emotional brand narrative.
Strategy
B Markets and segments
What we want to achieve
To gain a better understanding of demand and prioritise markets and segments.
Strategy
C Products
What we want to achieve
To strengthen a high-quality, sustainable, innovative and specialised range of services.
Strategy
D Relationships
What we want to achieve
To improve coordination and cooperation with the local region.
Strategy
E Digitalisation
What we want to achieve
To drive the digital transformation.
Strategy
F Sustainability
What we want to achieve
To mainstream sustainability across all areas.
Strategy
G Knowledge
What we want to achieve
To instil a data-driven culture and to transfer knowledge.
Strategy
H Organisation
What we want to achieve
To develop the organisation and governance of the Patronat.
The Strategic Plan for 2026–2029 is implemented through 63 projects that transform the eight strategic priorities into concrete actions and enable progress towards the vision we have set out for the destination for 2029.
The projects have been prioritised and planned for the period 2026–2029 to ensure a gradual and coherent roll-out and to focus efforts on the most strategic actions at each stage.
The new tourism landscape also means that the Patronat’s role is evolving. The Plan proposes moving from the DMO (Destination Marketing Organisation) model towards a DMMO (Destination Marketing and Management Organisation).
This development broadens the organisation’s remit: from promoting the destination to a role that also encompasses coordination, promotion, management and knowledge generation.
The new model strengthens governance and regional coordination, and incorporates innovation, digitalisation and sustainability into an approach to marketing that is increasingly linked to destination management.
For the tourism sector, this development will result in more training and support tools, the development of product clubs, the promotion of digital transformation and sustainability, and a greater exchange of useful data and knowledge for decision-making purposes.
The Strategic Plan for 2026–2029 includes a monitoring and evaluation system to track the implementation of measures, analyse progress and measure the results.
This monitoring will ensure that the Plan remains a dynamic roadmap, capable of adapting to developments at the destination and guiding the Patronat’s actions throughout the 2026–2029 period.
