Скачать или смотреть Barcelona: "This is Barcelona" at FITUR 2025, A Shift from Mass Tourism to Luxury Travel Experiences

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.

A New Era: "This is Barcelona"

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 Essence of the New Branding

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.

Quality Over Quantity: The New Target Audience

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 over-tourism and an oversaturation of low-budget travelers. Now, the city's leadership aims to reposition itself by targeting a more discerning audience—travelers who seek meaningful, high-quality experiences.

A Strategy for Sustainable Tourism Growth

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.

Business Impact: Challenges and Opportunities

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.

Major Events and Cultural Highlights for 2025

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

America’s Cup: A significant global sporting event bringing high-end visitors.

Exhibitions: "Moo in America" at MNAC and an exhibition on Spanish master painter Sorolla.

Conferences: Hosting Monocle’s Quality of Life Seminar, Financial Times' Business of Luxury, and the beginning of the VOSO Symposium.

Looking Ahead to 2026: Barcelona is already preparing for a landmark year featuring the 100th anniversary of Gaudí’s passing, the long-awaited completion of La Sagrada Familia, and the start of the Tour de France Grand Départ.

Final Thoughts: A Clear Vision for Barcelona's Future

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.”

TTW is a dedicated B2B digital travel/tourism/hospitality/cruise /airline industry magazine and trade network. Travel And Tour World boasts a readership of over 5.5 millions industry leaders in 195 countries the travel, tourism, airlines, cruise and hospitality industries and also social media influencers and think tanks.


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