- The campsite operator, which focuses on increasing the value of businesses traditionally managed by their owners, is strengthening its presence in Asturias, a region that has experienced record tourism figures in 2024 with more than 2 million travellers staying in hotels and nearly 280,000 at campsites.
- HolaCamp La Franca, formerly known as Las Hortensias, is located on one of the most spectacular beaches in northern Spain and covers an area of 3 hectares. The operator plans to invest around €4 million over the next four years to bring the facilities up to its quality standards.
- ‘Establishing ourselves in Asturias means strengthening our presence in a region with great potential and complementing the range of destinations we already offer in Galicia and Catalonia,’ says Alfonso Leprevost, managing director of HolaCamp.
HolaCamp, a camping operator focused on increasing the value of businesses traditionally managed by their owners, continues its expansion strategy with the addition of HolaCamp La Franca, located next to one of the most iconic beaches in Asturias. The company led by Alfonso Leprevost is adding a new asset to its chain, the campsite formerly known as Las Hortensias, with a transformation plan that envisages an investment of around €4 million between 2026 and 2030. This investment will be used to improve the complex’s facilities and raise the customer experience to the quality standards that characterise the HolaCamp brand.
The campsite, covering an area of 3 hectares, is situated in a prime location next to La Franca beach and currently has 120 pitches. The transformation plan includes optimising the campsite’s zoning and making significant improvements to the existing infrastructure in order to offer guests a premium experience.
HolaCamp La Franca will offer a unique experience that combines the best of beach tourism with direct contact with nature, especially aimed at families and travellers seeking relaxation, tranquillity and authenticity in a privileged setting.
‘Our proposal integrates elements of family tourism, nature and slow travel, promoting stays that invite guests to enjoy the leisurely pace, local cuisine and cultural and scenic richness of Asturias,’ says Alfonso Leprevost, CEO and co-founder of HolaCamp. ‘With La Franca, we want to introduce our guests to a more conscious style of travel, where the beach and nature become the perfect setting for creating unforgettable memories,’ he adds.
A great moment for Asturian tourism
The choice of Asturias is based on a combination of strategic factors that position the region as one of the most attractive territories for the outdoor hospitality sector. According to the latest official data, Asturias closed 2024 with more than 2 million travellers in hotels and nearly 280,000 in campsites, consolidating a growing trend that has accelerated in recent years. In the camping segment, the region has experienced sustained growth of 24% in travellers and 16% in overnight stays since 2021, reflecting the growing interest in nature tourism and outdoor experiences in northern Spain.
HolaCamp states that northern Spain has experienced significant growth in visitor numbers in recent years, with visitors particularly interested in nature tourism, family getaways and authentic destinations, as well as milder temperatures during the summer months. ‘Asturias stands out for its incomparable natural environment, spectacular coastline and first-class cultural and gastronomic offerings, making it one of the most desirable destinations in Spain,’ explains Leprevost.
‘La Franca represents an important step in our expansion plan. After consolidating most of our establishments in Catalonia and making the leap north with HolaCamp Camino in Galicia, the addition of La Franca reinforces our strategic commitment to this area of Spain,‘ adds the executive. With this addition, HolaCamp diversifies its network of campsites and consolidates a growth hub in the north of the country, bringing its experience closer and closer to different territories and audiences.
Consolidation of HolaCamp as industry leader
The incorporation of HolaCamp La Franca reinforces the company’s position as one of the most dynamic camping chains in the sector in Spain. With this new opening, HolaCamp continues its expansion plan, which has enabled it to exceed a dozen establishments in different strategic locations across Spain and Portugal. The Asturian campsite has been incorporated under a total management model, which will allow HolaCamp to implement its expertise in revenue management, marketing, customer service and quality to boost the establishment’s growth and position it as a benchmark on the northern Spanish coast.
‘We want to diversify our offering to include coastal, inland and mountain destinations, providing experiences throughout the year and promoting sustainable and balanced tourism,’ says Leprevost. Looking ahead to the coming months, HolaCamp is maintaining its growth strategy with the aim of continuing to add new campsites and reaching 25 strategic locations in both Spain and Portugal over the next two years.
About HOLACAMP
HolaCamp, a camping operator focused on increasing the value of businesses traditionally managed by their owners, was founded in February 2023, continuing the long family tradition in the sector of its founders, Alfonso Leprevost and Alejo Olano, who, together with Héctor Fina’s experience in distributing glamping tents for large events, decided to start this project. Shortly afterwards, Martin Becker joins HolaCamp, contributing his financial expertise. Since February 2025, the firm has had the support of AMAVI Capital as investors, contributing equity with the aim of supporting the company’s expansion process. Currently, the HolaCamp team has more than 450 employees in 2025, including 50 at its headquarters in Barcelona and more than 400 at campsites managed directly by the chain.
Under the slogan ‘The next generation camping company’, HolaCamp was created with the aim of designing, creating and managing #CampStories, spaces of comfort, tranquillity and beauty in which to live, share and remember great stories, in harmony with nature.
Source: HolaCamp Communication and PR