One of Europe’s best golf venues, formerly known as ‘Lumine’, has officially unveiled a new chapter in its history by re-launching as Infinitum, a new resort boasting a new experience of high-end facilities and services, overlooking the tranquil environment of the Mediterranean Sea.
As the host venue to the European Tour’s Final Qualifying Stage, the resort surfaces as one of Europe’s most highly sought-after lifestyle and leisure experiences, with world-class golf, modern gastronomy, off-course activities, a contemporary beach club.
Golf Business News spoke to Agustin Garcia Pascual, Chief Business Officer at Infinitum, to understand more about the new brand and what sort of experience golfers can expect when they visit the resort from now on…
With Infinitum now officially open for business, why should golfers look to visit the resort rather than a more renowned option in Europe?
Infinitum will become a reference for European resorts, with an array of different unique experiences to undertake. From playing a round of golf at the host venue of the European Tour’s Final Qualifying Stage to dining at one of Spain’s finest Beach Club’s, Infinitum will provide an experience like no other. Unrivalled views across the Mediterranean, tour-standard conditioning and three completely unique golf course layouts all combine for an idyllic golf escape.
A truly relaxing, peaceful, and tranquil experience awaits, one that caters to all needs and showcases exceptional hospitality and first-class service, as well as breath-taking scenery across the Costa Daurada.
As the gateway to Barcelona, Infinitum is an extension of everything the city has to offer with an abundance of history, gastronomy, sports, and entertainment ready to welcome visitors all year round. A short drive from the main airport, Infinitum is connected to over 100 major cities, enabling visitors from all over Europe to visit.
What was the main reason behind the change of brand at the resort?
Infinitum is a new era for the resort and for the region, the new brand represents everything that the resort is becoming and everything that will come in the future, which goes far beyond the existing facilities and services. Infinitum is Europe’s newest lifestyle resort presenting not only our award-winning championship golf facilities, a contemporary beach club with unrivalled facilities, but also modern gastronomy, bespoke cultural activities and the highest level of resort services for our guests.
What sort of experience will Infinitum provide to golfers?
The last year has taught us a lot about our lives, about what is good for us, both mentally and physically. Infinitum presents a safe environment, hidden amongst picturesque pine forests and the relaxing landscapes. Tee sheets will not be over-booked, all 8 of our swimming pools will cater for different lifestyle choices, and our restaurants have spectacular views and spaces. On and off the golf course, guests will experience nature, in many guises, from protected species on the golf course, to hidden and relaxing areas to enjoy a refreshment.
We offer a unique getaway, an escape to Tarragona, an area of natural beauty and authentic activities. The new brand will help elevate perceptions of the area and showcase what this stunning region really has to offer.
We have two championship golf courses, and a spectacular 9-hole course. Variety is very important on a golf trip, and we have everything right here.
Two championship golf courses, and a spectacular 9-hole create variety, a range of tee shots and approaches that cannot be found at any other resort. Each course with its own specific story, golfers will experience water, undulation and ancient history in their tour of the resort.
What is new, both on and off the courses, at Infinitum?
Infinitum has many plans, exciting plans which will continue to be rolled out over the coming months and years. We are launching four new restaurants, with a new atmosphere, brand and menu across the resort, from the clubhouses to the beach club.
Flamma, situated at the Beach club, offers a premium menu and experience. Showcasing the best views in Tarragona, the food offer is local, Mediterranean gastronomy, informal dishes to share and enjoy. Fresh and local produce as the protagonist, grilled fish and meat, slow-food ingredients that enrich the flavour of each dish.
Gusto, a brand-new food offering, presents Mediterranean Tapas, to enjoy in a very informal fashion. A Chiringuito (beach hut) concept, offering an alternative, more casual approach for a meal to enjoy during your day at the beach.
The Lakehouse, located in the Lakes Clubhouse, has been refurbished and offers healthy options for golfers or non-golfers alike from breakfast all the way through the afternoon. A classic clubhouse bistro offering familiar dishes to golfers as well as healthy and traditional alternatives.
Terra, a new Gourmet shop, will be opening in the Autumn, presenting a selection of local, high quality products, fresh and non-perishable, as well as a small simple offer to eat at the terrace. Coffee, juices, drinks to consume locally or to take away, fresh sandwiches, salads etc.
The resort has also recently launched over 20 new off-course experiences that will allow visitors the opportunity to explore the region like never before. Whether it’s oyster-tasting in the crystal-clear waters of the Mediterranean, horse-riding along the Ebro River, walking through the historic sites of Tarragona, or sampling the finest cuisines down at the Marina, Infinitum offers a relaxing environment for all.
Plenty of facilities tout the importance of customer service. Define the term and the general approach followed by the key facilities in the immediate area?
Infinitum is going to be like no other resort in Europe. Visitors will not be able to compare their visit with others, as it will offer something entirely different, all spread across a large mass of land. We have a specific plan for the treatment our guests receive, and it will be bespoke to the type of individual who visits. There is no one model fits all approach within our team.
We want parents, children and the older generations to have the best possible time when visiting any of our facilities, and through food, beverages and activities, we will make this a daily promise.
Where are most of the golfers coming from who visit Infinitum and when would you recommend visiting?
The majority of golfers who have visited in the past come from core golf markets in Europe, such as UK, Scandinavia, France and Germany. However, Infinitum is looking to create a new and inclusive experience for all, encompassing the leisure experience, with first-class gastronomy, off-course activities and a contemporary beach club.
Not only do we want to continue attracting golfers, but we also want to offer non-golfers and their families the opportunity to indulge in the peaceful lifestyle that Infinitum offers, as well as discover the local region in new and exciting ways.
We welcome guests at any time during the calendar year. If the warm weather is a priority, then head over in late Spring or Summer, however the golf courses will always play their best in the Spring and Autumn. With mild and sunny winters, Tarragona is an exciting city to visit; activities adapt to the seasons and local produce provides an exceptional variety for tasty plates and refreshments.
Our beach club and supporting gastronomy showcases itself during the summer months, from June – September, and for those wanting an unforgettable escape, unrivalled views and delicious fresh produce, we would recommend these months.
How does Infinitum plan to attract a new audience to the resort?
The launch of our four new restaurants is just the start of something big at the resort. More will be revealed in the near future as part of Infinitum and these new features will certainly take the resort to the next level and allow visitors the opportunity to explore both the resort and region in ways that have never been possible before.
Infinitum is designed to provide first-class hospitality and state-of-the-art facilities across all sectors including golf, gastronomy, and leisure. No day at Infinitum will be the same and will allow visitors to create unforgettable memories in a peaceful and tranquil environment.
The importance in protecting the environmental dimensions is a central priority in the region. How has that connection worked to the advantages for Infinitum’s future plans?
Environmental sustainability has become a priority to all golf clubs globally, however, here at Infinitum we have an advantage. Our well-documented sustainability strategy and the continuous innovation from our team enables us to fly the flag for resorts in Europe. Working closely with GEO and other leading organisations, we will continue to focus our efforts on protecting the local landscape, history and wildlife.
How easy is Infinitum to get to?
Our local airport, Reus, has direct flights to a number of major cities throughout Europe, and is just a short 15 minute drive. Barcelona is approximately an hour’s drive; however, we have our own transportation service who will collect and return our visitors to the airport. The resort is also easily connectable via a number of high-speed rail services and road connections from major cities throughout Spain and Europe.
Agustin Garcia Pascual, thank you very much
