Agenda XXI LLORET DE MAR (GB) - Ajuntament de Lloret de Mar

... "This policy of price slashing and indiscriminate customer selection causes a deterioration
of the tourist product. If it continues, TUI, like Neckermann with its air and rail packages to the
Costa Brava, will have to make a decision about continuing in this business. Germans are
more and more environment-conscious, and that's why "green" destinations are more and
more in demand. If this policy continues, in the future the tourists visiting Lloret will be only
young people and mass tourism." People from Neckermann assured that: "the tourists now
visiting the Costa Brava are lured only by the low prices, and this has led to the decline of the
area. At similar prices, people choose other destinations... tourism has become more and
more "ecological". Now, people want to find untainted scenery and "down-home" service in
a holiday destination."
2.1.4 Maturity, an Unsustainale Quality.
In an editorial published in the magazine "Entorn" (no. 8, Calvià, June 1996), Dr. Onofre
Rullán, a geographer and professor at the UIB, representing the Government of the Balearic
Islands in a technical presentation submitted to the Balearic Island Development Committee,
wrote about the unsustainability of maturity in the tourist trade using a horticultural simile. Several
fragments of this article follow:
"Maturity is unsustainable. Any ripe fruit falls from the tree and spoils. All trees reaching maturity fall
victim to old age and death. To delay this fatal destiny, only one path remains: freezing. That is,
expending energy to avoid a natural process: rotting and decay." (...) "This horticultural simile serves to
outline and understand the long-wave dynamics of tourist destinations that have reached maturity. The
symptoms of rotting and decay are always the same: deterioration, whether it affects the trees or the
urban landscapes which sustain tourism."
"Attempts to address the rotting and decay which inexorably follow maturity in tourist destinations has
almost always been based on growth, on continuing to grow." (...) "It's as if in our own backyard
(Calvià) in order to stem the deterioration of our oldest trees (tourist areas), rearing its ugly head in the
form of declining fruit quality (obsolete hotels), we decided to plant new trees known for their assured
yields (new,
high-quality residential areas), some even of the highest possible quality (five-star operations), hoping
that the existing trees will be forced to follow the example set by the new. Thus, our faith is placed in a
sort of mimicry, chain reaction or magnet effect which simply never takes. One doesn't stop to think that
the new trees – regardless of their quality – first need water, and the well cannot yield more than the
groundwater that eeds it. The water which is redirected towards the new trees will have to be replaced
in the old ones. Secondly, the market's demand for fruit is out of our hands."
"Grafts improve and strengthen the tree and, in the long term, the entire species. But in spite of it all,
one can never lose sight of the long-term continuity: in order to make sustainability possible, pruning
and grafting must be performed year in and year out; in other words, it's a constant, ongoing process.
In order to make our garden's production sustainable, that which must be sustained, that which cannot
be considered other than as a reference, is the self-conversion of that which exists and the stoppage of
growth. As soon as we stop pruning and grafting with the best gems of our own trees, deterioration will
return, by its own inertia, to take its toll."
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