The Costa Brava is experiencing a discreet, subtle shift which prioritises emotional and sensory experience over material display. It is about a genuine connection with the surroundings, founded on sustainability, simplicity and holistic well-being. A destination that invites you to pause, breathe and fully enjoy the moment, with mindful presence.
This was the experience of those attending the inspiring day held at Juno House Club, moderated by fashion journalist and communicator Maria Almenar, where the Costa Brava took centre stage under the slogan ‘where luxury is redefined’. An initiative designed to showcase the destination’s premium, wellness and wine-and-gastronomy offering, as well as projects led by women that are transforming tourism through authenticity, sustainability and a deep connection to the local area.
Authentic and sustainable experiences
The Costa Brava perfectly embodies this new concept of luxury. Beyond its paradise beaches and enchanting villages, innovative projects are flourishing here, driven by exceptional women.
Marta Abril, influencer and founder of the project Honest and Slow Living, exemplifies this vision. After years of living a nomadic life, Abril has transformed her own life experience into workshops and retreats that help people reconnect with a slower, more natural way of living.
Lourdes Gaude, meanwhile, has brought the concept of conscious accommodation to life with Can Mascort Eco Hotel in Palafrugell. This eco-friendly boutique hotel, housed in a restored historic building renovated according to bio-construction principles offers visitors a truly healthy and sustainable place to rest.
Soulful gastronomy and wine tourism
Another project is Mas Generós, led by Eugènia Huguet in the Empordà, known for its edible garden and gastronomic experiences created in collaboration with renowned ‘flower chef’ Iolanda Bustos. Bustos, celebrated for her passion for wild edible plants and flowers, offers an authentic sensory journey inspired by nature and local tradition, featuring unique gastrobotanical experiences.
Another project is Celler Martín Faixó, led by Ester Martín and located in the Cap de Creus Natural Park. The winery revives family traditions, providing personalized and sustainable wine tourism experiences in a restored 14th-century farmhouse, where the wine become a storyteller of local history.
Holistic well-being and mindful living
Victoria Simpson, Commercial Manager at Camiral Golf & Wellness, explains how this resort, traditionally focused on golf, has evolved towards a holistic vision of well-being. Set in a privileged natural environment in Caldes de Malavella, the resort offers health and longevity programs designed to help guests disconnect and deeply renew their energy.
Creativity, Fashion and Craftsmanship
In the world of fashion, Clara Esteve has demonstrated with All That She Loves that elegance can also be sustainable. Her commitment to local, artisan production strengthens the authenticity of the product in a conscious and responsible way.
For her part, Piluca Paulí, along with Gla Empordà, reflects the strength of local artisan talent, blending contemporary design with traditions in unique handcrafted pieces, all celebrating authentic creativity.
One of the region’s historic fashion legacies is embodied by Toni Pons. Claudia Bermejo, Head of Communications, explains that this family business has been crafting artisan footwear since 1946, using sustainable materials such as espadrilles and recycled tyre soles, and supports initiatives and collaborations with non-profit organisations.
Living history and culture
Romina Ribera’s talent, at the helm of Glops d’Historia, has created a unique project where wine experiences blend archaeology, history and wine tastings, allowing for a deep understanding of the cultural and viticultural roots of the Costa Brave from an innovative and dynamic perspective.
All these women share a vision of luxury based on a profound connection with the environment, sustainability and a fuller way of life. Thus, Costa Brava emerges as a unique destination where female talent leads a transformation towards more authentic, mindful and responsible projects.
Discover more about this slow-living trend in the report published by La Vanguardia.
