«Barcelona can build a culture of service» by Anna Faus Bosch

From the moment we landed in Bangkok, we were welcomed by Suvarnabhumi Airport, also known as “the airport of smiles.” I remember how impressed we were right away by the way hospitality is lived there, not just as a commercial practice, but as an everyday value. Kindness, patience, and genuine attentiveness toward others are part of the social fabric, and this is especially evident in the quality of service. Beyond a smile or a friendly greeting, there is a sincere willingness to look after others, to anticipate their needs, and to offer help without expecting anything in return. In places like markets, cafés, or even public offices, visitors are treated with patience, attentiveness, and respect. All this kindness creates an environment where you feel welcomed, valued, and, as a result, eager to stay in the city.

Barcelona, with its strong Mediterranean identity and tradition of warmth, has a very solid foundation on which to build a more empathetic, human-centered culture of service. Bangkok and Barcelona share a vibrant energy, a strong culinary identity, and an international outlook that connects them with people from all over the world. This mix of cultures and fast-paced rhythms gives us an enormous opportunity to make kindness a core value in the service sector. Perhaps we could learn to place more emphasis on detail, and to encourage a more open, proactive attitude when dealing with everyday challenges. Adapting these principles, without losing our authenticity, could help us create a more open, welcoming, and respectful city, both for those who visit it and for those who call it home.