Barcelona, Global Capital of Culture
Culture is on the rise in Barcelona. People are heading to cinemas, theatres, and museums in record numbers. At the same time, cultural institutions and professionals are driving ambitious projects to strengthen the city’s role as a global creative leader..
In recent months, there’s been a clear surge in public interest in live culture. Barcelona’s theatres have hit record attendance figures; during the 2023–2024 season they welcomed over 3 million spectators for the first time, an 8.2% increase compared to the previous season.
Cinema attendance is also on the rise. In 2023, theatres across Catalonia welcomed 14 million spectators, 21.1% more than in 2022. Still, that figure represents about 76% of pre-pandemic levels, showing there’s room for further growth. Initiatives to boost attendance are helping bring audiences back to the big screen.
As part of this momentum, Barcelona Global brought together 300 members for a discussion with cultural leaders on the strategic role of culture in Barcelona’s international positioning. The event featured prominent voices such as "El 47" film director Marcel Barrena; Ainhoa Grandes, president of Fundació MACBA; Isabel Vidal, president of ADETCA; Jordi Herreruela, director of Festival Cruïlla; and Jordi Sellas, founder of Layers of Reality. All agreed that fields like theatre, film, visual arts, music, and gastronomy are essential to projecting a modern, diverse, and creative image of the city.
Cultural Ecosystem
Another key driver of Barcelona’s cultural expansion is the revival of spaces dedicated to creative work. A standout example is the transformation of Les Tres Xemeneies in Sant Adrià de Besòs. This former power plant, known for its iconic seaside chimneys, had been abandoned for years, but recently, it has come back to life as a cultural venue. Just a few months ago, it opened its doors to the public for the first time during the Manifesta Biennial, offering a glimpse of its potential. Plans are now underway to turn it into a permanent hub for audiovisual creativity and innovation.
Les Tres Xemeneies, this year’s venue for Barcelona Global’s General Assembly, is set to become Catalunya Media City: a hub for digital production, audiovisual training, and research that will transform the area. The architectural project includes restoring the nearly intact turbine hall and adding a modern structure with a high-tech façade capable of projecting images, along with a green rooftop covered with 4,500 square meters of solar panels to ensure energy self-sufficiency.
Alongside major projects, Barcelona is also strengthening its cultural ecosystem through a wide range of initiatives. The city has firmly established itself as an international benchmark for festivals and cultural events. A standout example is the Primavera Sound music festival, which in its latest edition brought together 268,000 attendees from 134 different countries, reaffirming its status as one of Europe’s most important music events. Likewise, the Sónar Festival, blending electronic music, digital art, and a tech conference, draws tens of thousands of visitors each year, positioning Barcelona as a leader in digital culture.
On a local level, the city hosts a wide variety of festivals and community events, from La Mercè to the Night of the Museums, when over 90 museums and cultural centers open their doors for free for one night each year, drawing thousands of visitors. These initiatives promote access to culture and encourage civic participation.
Attracting Talent and Creating Opportunities
Another notable trend is the growing innovation in Barcelona’s cultural offerings. Immersive experiences and the use of technology in art are becoming increasingly prominent. Spaces like Ideal in Poblenou attract younger audiences with digital exhibitions, while museums such as MNAC and MACBA are expanding their spaces and programs to reach new visitors. Even iconic landmarks like Casa Batlló have incorporated augmented reality to enhance the experience. At the same time, neighborhood festivals and independent venues are energizing cultural life across the city; from galleries in Poblenou to civic centers in Sant Andreu and Sants.
Barcelona is experiencing a period of cultural growth. Public-private collaboration and citizen engagement will be key to sustaining this momentum. If the city stays on this path, it has the potential to establish itself as a global cultural capital, one that attracts talent and creates opportunities without losing the artistic spirit that makes it unique. The current momentum points to a more creative, open, and vibrant Barcelona, where culture reaches every corner and every audience.
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