A combination of poor quality hotels at expensive prices and the growth of no-frills airlines such as Ryanair in the region has led First Choice to drop the area from its summer 2005 brochures, Travel Weekly magazine reported. Cosmos is reported to be considering following suit.

The decline of the Costa Brava (the "Brave Coast" of Catalonia, Spain) as a premier luxury destination began in the 1960s and 70s due to uncontrolled mass tourism and rapid urbanization. What was once a rugged, pristine coastline favored by artists like Salvador Dalí became overrun with high-rise "concrete jungle" hotels and low-cost "all-inclusive" resorts aimed at the Northern European charter market. This led to a loss of the area's authentic charm and exclusive reputation, as the infrastructure struggled to cope with the seasonal influx of millions of people. Environmental degradation, beach overcrowding, and a "race to the bottom" in pricing caused the region to lose its appeal to high-spending travelers. However, in 2026, the Costa Brava is actually seeing a significant renaissance. Local governments have implemented strict building bans, focused on "slow tourism," and invested in luxury boutique hotels in towns like Begur and Cadaqués. While the "mass market" era caused a temporary decline in status, the region is successfully rebranding itself by protecting its natural coves and emphasizing its world-class culinary scene (home to the heirs of El Bulli).