This study discusses the area of Family Tourism in Salou in order to improve the performance in the hospitality industry. The thesis is based on municipality of Salou using a descriptive research with surveys as a tool instrument. Literature review is detailed on the second chapter, introducing the concept of Family Tourism and Sun, Sand and Sea destinations. Further it explains customer behaviour and the importance of Family Holiday Destinations, the quality seal. All this information has been explained accurately in order to be able to answer the final research’s questions. The methodology and findings of the research are the most significant parts whereby the researchers will carry out each stage, from detailing the questions and objectives of the study to concluding the research with the results. The research answers the main research questions: to understand the main motivations of choosing Salou for family holiday destination, what is the degree of knowledge of the quality seal of tourists from Salou and the channel for which they have known their existence, the loyalty level as a family holiday destination and finally, the activities chosen by families during their stay, making a discussion along with the findings. Finally, the researchers make recommendations for future professionals of the hospitality industry and to the destination.