The tourism-driven Barcelona of tomorrow: between cultural excellence and neighborhood balance

We are fortunate. Our beloved Barcelona is an iconic cosmopolitan city that leaves no one indifferent once they get to know it. We live in a city with a pleasant climate all year round and a first-class cultural, architectural, and gastronomic heritage. The 1992 Olympic Games helped showcase who we are and what we have, and tourism quickly became established.

Barcelona has made tourism one of its strategic pillars, accounting for around 14% of the city's GDP and generating 150,000 direct jobs. But today’s challenges call for a renewed vision: How can we consolidate a sustainable, distributed, and locally connected tourism model?

That was the key question that shaped the conversation during Barcelona 2045, in a session dedicated to tourism. The discussion was moderated by Josep Maria Palau, director of Viajar, and featured contributions from Mateu Hernández (Turisme de Barcelona), Alex García (Palau de la Música) and Maraya Perinat (ATIR).

From "Visit" to "This is Barcelona"

“What we really need to ask ourselves is what kind of tourists we want to attract,” noted Mateu Hernández. In a context where the hotel supply is frozen and demand remains constant, the city’s strategy is clear: to prioritize visitors who value culture, classical music, architectural heritage, and major international congresses.

The short-term goal is to attract tourism that aligns with the city’s identity—a tourism model focused on high-quality visitors. Today, Barcelona stands out for its leadership in conventions. And that, according to Hernández, is the result of having embraced tourism as an economic driver, a source of employment, and a catalyst for investment in key infrastructure.

Tourism as a social mirror

Public perception has shifted: while 96% viewed tourism positively a few years ago, today only 59% do.

How did we get here? According to Maraya Perinat, “There is a perception that we’ve lost part of our hospitality, and that is also an emotional challenge we need to address.”

Tourism has brought new challenges to the coexistence between residents and visitors, highlighting the need for better management. One of the critical points in this debate is access to housing. Although tourism is often cited as the main cause, Mateu Hernández argues that “we cannot blame the housing problem solely on tourism.”

Another factor that has contributed to the negative perception is the feeling of insecurity. But insecurity is measured not only by statistics, but also by perception. In Barcelona, the sense of risk has become a social phenomenon. Even so, data has been presented that invites a more nuanced view: thefts have decreased by 6%, police presence has been reinforced, and €24 million have been invested in video surveillance.

In the face of these challenges, it is also important to highlight the positive aspects. There is a type of tourism that consumes and enjoys our cultural offerings, helping to project them internationally. “Fifty percent of visitors to the Palau are tourists, which shows that cultural tourism has room to grow—if it is properly promoted,” notes Alex García from the Palau de la Música.

Beyond the city centre: telling the stories of other Barcelonas

How can we ensure that the benefits of tourism reach other neighborhoods in the city? We need a decentralized network of cultural offerings and a narrative that highlights new routes and events. “Concerts and sporting events can be levers,” suggested Maraya. “Storytelling can help us show the world what lies beyond the Sagrada Família,” added García.

However, initiatives like the case of the Búnker del Carmel reveal a contradiction: after becoming a tourist hotspot, there is now a call for its removal from Google Maps. Instead of making these spaces invisible, we have an opportunity to integrate them into a broader narrative that showcases everything Barcelona has to offer.

Barcelona has everything it takes to keep shining

Barcelona has a lot going for it. We are an admired, sought-after, cosmopolitan city—with history, character, and a cultural and gastronomic offering that few places in the world can match. But we are also a city with a lot at stake. And that calls for responsibility.

Barcelona must choose: either it continues to shine, or it lets other cities take its place. Because the tourist who chooses Barcelona—be it the 15% who come from the United States or the 44% from Europe—does more than just fill our terraces or the Palau de la Música. They also generate value. They respect, consume, connect. And they make possible projects like Sanofi’s artificial intelligence hub, AstraZeneca’s investments, or the continued presence of the Mobile World Congress.

If we lose international connectivity, if the environment stops being attractive for investment, it will be the citizens who pay the price. As Mateu Hernández warned: “The tourist tax stops being useful when it causes us to lose strategic congresses.”

The city already has a path laid out: the new 2025 Tourism Action Plan aims to highlight our heritage, attract responsible visitors, generate positive economic and social impact, and improve the overall experience. But that plan will only work if we make it our own, if we activate it with conviction, from both the public and private sectors.

Let’s work to ensure that tourism becomes the kind of tourism we want: one that creates jobs, attracts talent, amplifies our culture, and serves as a way to show the world who we are.

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