In the 1950s the Costa Brava was identified by Spain’s Franco government as being suitable for substantial development as a holiday destination, mainly for package holiday tourists from Northern Europe and especially the United Kingdom and France. The combination of a very good summer climate, nature and excellent beaches was exploited by the construction of large numbers of hotels and apartments in such seaside resorts as Blanes, Tossa de Mar, and Lloret de Mar. Tourism rapidly took over from fishing as the principal business of the area.
Whilst part of the Costa Brava coastline lent itself to tourist developments on a very large scale other parts have retained a more traditional look and have become "hidden gems" for visitors who want a little more than sun, sand and sangria. Small towns like Cadaqués (close to the French border and close to the foothills of the Pyrenees) have attracted artists such as Salvador Dalí (Dalí's Museum at Figueres is one of the most important and visited museums in Catalonia) and Pablo Picasso and are now fashionable resorts. The coast between Roses and Tossa de Mar has many delightful small coastal towns such as Pals, Begur, Tamariu, Llafranc, L'Estartit, Aigua Blava, Fornells, Calella de Palafrugell, Palamós and Sant Feliu de Guixols.
The Illes Medes off the coast of L'Estartit is Spain's first maritime nature reserve and it provides a home to a wide range of fish and acquatic flora. The nearby wildfowl reserve on marshlands at l'Emporda also saved land from the potential ravages of development.