“Barcelona is a catalyst for opportunities if you’re an ambitious worker,” by Leonardo Velásquez
Leonardo Velásquez is a 32-year-old Colombian who grew up in Bogotá in a diverse family shaped by migration and multiple regional origins that reflect Colombia’s recent history. He currently lives in Barcelona, a city that has shaped his perspective on identity and diversity. There, he has built a career in innovation, strategy, and technology, working with global companies and currently leading market insights and product strategy projects at CoinsPaid, integrating artificial intelligence, design, and business.
Why did you choose Barcelona?
I did my university exchange program here ten years ago and formed a deep connection with the city. At the time, I worked on a social housing project in a former squatted bank building, the Guernika, in the Raval neighborhood, led by ETSAB. It gave me insight into the social and housing dynamics that define Barcelona.
I liked the project so much—not because of its form, but because of its substance—that I knew I would return. Five years passed; by then I was focused on technology and innovation, and Barcelona was shining even brighter. So I took the plunge.
What are the city’s strengths?
Barcelona is a magnet for opportunities if you're an ambitious professional. It has an energizing vibe and an ecosystem that challenges and rewards you. If you come here with a clear purpose, the city will give you back twice as much.
Here, I’ve found the perfect balance between professionalism and humanity, between rigor and creativity. It has history, nature, beauty, culture, and sunshine. It’s magnetic and charming: a city that inspires and captivates.
And what areas do you think need improvement?
Like any vibrant and complex city, Barcelona faces major challenges. Access to housing has become a real obstacle for my generation: when having a decent home becomes a luxury, the city loses part of its essence. It is not just an economic problem, but also a social and cultural one.
Added to this is the precarious nature of wages, especially among qualified young people, who often work for foreign companies or end up leaving due to a lack of competitive working conditions. This is a structural problem that, if left unaddressed, could erode local talent. I also believe the city needs to rethink its relationship with tourism. The current model, based on volume, puts a strain on daily life and drives up the cost of basic services. Barcelona could lead the way toward a more sustainable, cultural, and tech-driven form of tourism that generates wealth without diluting the identity of its neighborhoods.
What do you miss most about Colombia?
The spontaneity and joy of my people. Over time, I’ve found some of that here, but Colombia has a unique vibe: it’s a country where people greet you even when you’re just stopping by the bakery. That everyday warmth is always with you. I hope that whoever reads this will be inspired to visit and experience that energy firsthand.
How do you envision Barcelona in the coming years?
I dream of a Barcelona that is more closely connected to Latin America, where innovation and creativity serve as a bridge between cultures. I believe our regions are deeply compatible: we share an emotional outlook on life and a way of understanding work that combines rigor and passion.
Barcelona is a place where ideas find a home, and I’d like to think that, together with many others, we’ll bring about the change we dream of—step by step, project by project—with the hope of building our life’s work right here in this city. It inspires me to think that Gabriel García Márquez grew up here, and I’m really excited to follow in his footsteps.
