Wednesday, January 29, 2025

Barcelona has taken a bold step towards redefining its tourism identity. At FITUR 2025, the city unveiled its new tourism slogan, “This is Barcelona,” marking a significant departure from mass tourism and focusing instead on quality, culture, and exclusive travel experiences. In an exclusive interview with Travel and Tour World, Mateu Hernández Maluquer, CEO of Turisme de Barcelona, shared insights into this transformation.

The launch of “This is Barcelona” represents a shift in how the city presents itself to visitors. According to Maluquer, this new branding moves away from the previous “Visit Barcelona” campaign, which primarily aimed at attracting large numbers of tourists. Instead, the focus is now on highlighting the city’s core strengths—its art, museums, gastronomy, and cultural heritage.

The newly designed stand at FITUR 2025, crafted by a Barcelona-based design firm specializing in cultural projects, visually encapsulated this shift. Maluquer emphasized that the rebranding is aimed at attracting high-value tourists who appreciate the city’s rich cultural offerings rather than those seeking low-cost, mass tourism experiences.

Barcelona has been a global tourism hotspot for decades, attracting millions of visitors each year. However, the focus on quantity has posed challenges, leading to issues like overtourism and an oversaturation of low-budget travellers. Now, the city’s leadership aims to reposition itself by targeting a more discerning audience—travellers who seek meaningful, high-quality experiences.

By showcasing its art, culture, gastronomy, and sports, Barcelona hopes to attract a new profile of visitors—those who value authenticity and quality. As Maluquer stated, the best way to achieve this is by confidently showing “who we are” and offering premium experiences tailored to travelers interested in more than just sightseeing.

This shift will inevitably impact businesses that have traditionally catered to mass tourism, particularly those reliant on beach tourism, budget travel, and nightlife-oriented services. However, Maluquer reassures that the private sector is aligned with the new strategy. While some businesses might struggle, the long-term vision is to create a more sustainable and profitable tourism industry.

Barcelona is set to host an array of high-profile events in 2025, reinforcing its commitment to premium tourism. Some key highlights include:

With its strategic vision, Barcelona is poised to set a benchmark for other destinations across Spain and Europe. As a city known for its architectural marvels, world-class gastronomy, and vibrant cultural scene, it now strives to balance these attractions with sustainability and premium tourism experiences. This move is not just about attracting a different type of visitor but about ensuring that tourism remains beneficial for both residents and businesses in the long run.

With the introduction of “This is Barcelona,” the city is setting a precedent in the tourism industry by prioritizing quality over quantity. This strategic shift aims to ensure that both residents and visitors benefit from a more enriching and sustainable tourism experience.

As Maluquer concluded, “Barcelona, after suffering through the pandemic, is now clear on what we want, who we are, and how we are going to achieve it.”

The global tourism industry is watching closely to see how Barcelona’s bold step influences the future of travel in Spain and beyond.

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