Sustainability Plan of l'Ametlla de Mar
'The most natural cove'
1.) Project Mission
The Tourism Sustainability Plan of l'Ametlla de Mar, known as 'the most natural cove,' is a project endowed with an investment of 2 million euros financed by the Next Generation funds. It will be implemented between 2023 and 2026.
The plan aligns with the strategic axes defined in the Sustainable Tourism Strategy of Spain 2030, the Sustainable Development Goals (SDGs), and the Tourism Marketing Plan of Catalonia. The actions focus on 4 programmatic axes: green transition, energy efficiency, digital transition, and competitiveness of the offer.
The Plan aims to promote a model of tourist development that is inclusive, sustainable, competitive, and intelligent. It aims to CONSOLIDATE the excellence of l'Ametlla de Mar as an unspoiled sun and beach holiday destination with a natural virgin coast and DIVERSIFY the offer towards regenerative tourism linked to the sea, fishing, gastronomy, and maritime heritage. This includes an attractive, specialized, and segmented range of tourist products that feed the 4Ds (diversification, decongestion, deseasonalization, and sustainability) and the 4Ss (singular, healthy, safe, and sustainable).
2.) Vision - Future Scenario
Position l'Ametlla de Mar as THE MOST NATURAL COVE, a Mediterranean oasis and fishing village that promotes a new relationship with the sea and fishing from sustainability. It aims to promote an attractive and competitive offer linked to ECO-ACTIVE COASTAL TOURISM and REGENERATIVE GASTRONOMY based on a new fish cuisine. The offer includes products and tourist experiences for both summer and winter (eco-hiking, snorkeling, diving, fish cooking, maritime heritage, etc.) structured and specialized for different audiences beyond families. This should position the destination as a 'must-see' among the maritime villages of Catalonia 365 days a year. To achieve this goal, the following strategic projects will be developed:
Green Destination
REGENERATION OF SAND DUNE BEACHES. Based on the needs of sustainable beach management.
SMART REGULATION SYSTEM FOR ACCESS TO COVES - INTELLIGENT BEACHES. Comprehensive regulation of beach access: rules regulating beach access, crowd control sensors.
DISCOURAGING PARKING AND MOTORHOME AREA. Remodeling the entrance municipality parking as a welcoming space: motorhome area, tourist information, bicycle parking, charging stations, etc.
CYCLE PATH FROM CALA FORN TO CALAFAT. A 4 km cycle path is proposed to connect the coves with the urbanizations: from Cala Forn to Calafat.
TREE PLANTING PLAN - SHADE ITINERARY. An action to help counteract the effects of climate change, generating shaded spaces for a better visitor experience from the welcome parking to the port.
ELECTRIC MOBILITY SYSTEM CONNECTING THE COVES. Implementation of an electric public transportation system connecting urbanizations, the core, and different coves.
BEACH CLEANING BOAT. Launch of a boat for beach cleaning and management.
Sea Path
GENERATE A STORY LINKED TO THE GR-92. Create a story that allows for an emotional connection with the path and the landscape, as well as structuring tourist products.
ADAPTATION AND EQUIPMENT OF THE GR-92 AS THE MAIN CONNECTION AXIS. Improve safety at key points, equip with location information panels, improve tracking signage, and enhance the natural elements.
CREATION OF A COMBINED PRODUCT: HIKING AND BOAT. Create a combined product of self-guided or guided hiking excursion and return by boat from a specific point.
Nautical Park
CREATION OF AN UNDERWATER PARK. Launch of an underwater marine park to encourage dives to discover the richness of the underwater floor with neutral pH cement biotopes.
Fishing Village
VIDEOMAPPING PROJECTIONS OF THE SEA. Videomapping projection at a key point in the urban center of L'Ametlla de Mar, linked to the sea and fishing heritage.
MURAL PAINTINGS TO HIGHLIGHT THE FISHING PROFESSION. Creation of a quality mural paintings route to highlight fishing.
CHILDREN'S PARK. Generate family leisure spaces themed around the sea, attracting visitors to the destination.
New Fish Cuisine
CREATION OF A GASTRONOMIC BRAND. Creation of a gastronomic brand that values the fish of l'Ametlla, recovers recipes, aggregates the entire offer, acts as a quality 'label,' promotes fish on restaurant menus, creates new products and events.
DYNAMIZATION OF THE FUTURE KITCHEN SPACE FOR GASTRONOMIC INNOVATION WITH FISH. Launch of courses, training, community building, etc., for innovation in fish cuisine.
CREATION OF A GASTRONOMIC ROUTE. Creation of a gastronomic route with a story, typical and innovative dishes, gastronomic experiences, tastings, visits to the port, the brotherhood, etc.
The plan will lead to a transformation of the current tourism model towards greater specialization, diversification, deseasonalization, and digitization of the offer. This should improve the competitiveness of businesses and generate new economic opportunities for the residents of L'Ametlla de Mar.
