Roses, in Girona, is set for a new push to change its tourism model, as the Roses-Cap de Creus Business Association has set out plans for a “Tourism Revolution 2.0” on 1 June 2026. The goal is to make the town a competitive, sustainable destination that attracts visitors throughout the year.
The association says it wants Roses to become a benchmark for quality tourism. Its approach focuses on better services, environmental responsibility and a longer season beyond the summer months, with the aim of bringing steady economic benefits to the area.
One of the main priorities is to strengthen Roses’ image as a quality destination. The plan includes promoting the town’s attractions more effectively and presenting a wider offer for visitors in every season, according to the association.
Service quality is another key part of the proposal. The association wants more training for tourism professionals, along with improvements to local infrastructure and visitor services, to raise the overall experience for tourists.
Sustainability also sits at the centre of the strategy. The group says tourism growth should respect the local environment and the cultural heritage of the area, so that development does not come at the expense of Roses’ natural and historic assets.
The plan also aims to reduce seasonality by broadening the range of activities on offer. The association says this would help bring visitors to Roses across the year and support more stable jobs and income in the surrounding area. For more local coverage, see our news page.
