{"id":14841,"date":"2025-05-15T10:39:28","date_gmt":"2025-05-15T08:39:28","guid":{"rendered":"https:\/\/www.barcelonaglobal.org\/blog\/?p=14841"},"modified":"2025-05-15T10:39:28","modified_gmt":"2025-05-15T08:39:28","slug":"la-barcelona-turistica-del-manana-entre-la-excelencia-cultural-y-el-equilibrio-vecinal","status":"publish","type":"post","link":"https:\/\/www.barcelonaglobal.org\/blog\/en\/barcelona-2040\/la-barcelona-turistica-del-manana-entre-la-excelencia-cultural-y-el-equilibrio-vecinal\/","title":{"rendered":"The tourism-driven Barcelona of tomorrow: between cultural excellence and neighborhood balance"},"content":{"rendered":"<p><!-- VideographyWP Plugin Message: Automatic video embedding prevented by plugin options. --><br \/>\n<div class=\"row wpb_row row-fluid\"><div class=\"wpb_column columns medium-6 thb-dark-column has-fill small-12\"><div class=\"vc_column-inner  vc_custom_1619695447811\"><div class=\"wpb_wrapper\">\t<div id=\"thb-team-429\" class=\"thb-team-row team-dark\">\n\t\t<div class=\"row style1 regular-padding\" data-columns=\"medium-12\" data-pagination=\"true\" data-autoplay=\"\" data-autoplay-speed=\"4000\">\n\t\t\t\t<div class=\"thb-team-member small-12 medium-12  columns member_style4\">\n\t\t<div class=\"team-container\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"355\" height=\"352\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 355px) 100vw, 355px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537.jpg 355w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537-300x297.jpg 300w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537-150x150.jpg 150w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537-12x12.jpg 12w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537-90x90.jpg 90w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537-20x20.jpg 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Esquirol-Borja-e1747297100537-48x48.jpg 48w\" \/>\t\t\t\t\t\t<div class=\"team-information\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<h6 class=\"member-title\">Borja Esquirol<\/h6>\n\t\t\t<p class=\"job-title\">Deputy Shopping Center Manager at Unbail-Rodamco-Wesfield<\/p>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t<\/div>\n\t<style>\n\t\t\t\t\t<\/style>\n\t<\/div><\/div><\/div><div class=\"wpb_column columns medium-6 thb-dark-column small-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\t<div id=\"thb-team-659\" class=\"thb-team-row team-dark\">\n\t\t<div class=\"row style1 regular-padding\" data-columns=\"medium-12\" data-pagination=\"true\" data-autoplay=\"\" data-autoplay-speed=\"4000\">\n\t\t\t\t<div class=\"thb-team-member small-12 medium-12  columns member_style4\">\n\t\t<div class=\"team-container\">\n\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1258\" height=\"1369\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"attachment-full thb-lazyload lazyload\" alt=\"\" sizes=\"(max-width: 1258px) 100vw, 1258px\" data-src=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977.jpg\" data-sizes=\"auto\" data-srcset=\"https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977.jpg 1258w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-276x300.jpg 276w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-941x1024.jpg 941w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-768x836.jpg 768w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-11x12.jpg 11w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-370x403.jpg 370w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-800x871.jpg 800w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-740x805.jpg 740w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-20x22.jpg 20w, https:\/\/www.barcelonaglobal.org\/blog\/wp-content\/uploads\/2025\/05\/Rebull-Ramon-scaled-e1747296866977-44x48.jpg 44w\" \/>\t\t\t\t\t\t<div class=\"team-information\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<h6 class=\"member-title\">Ramon Rebull<\/h6>\n\t\t\t<p class=\"job-title\">Product Ops Manager at Prophero<\/p>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t<\/div>\n\t<style>\n\t\t\t\t\t<\/style>\n\t<\/div><\/div><\/div><\/div><div class=\"row wpb_row row-fluid\"><div class=\"wpb_column columns medium-12 thb-dark-column small-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>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.<\/p>\n<p>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\u2019s challenges call for a renewed vision: How can we consolidate a sustainable, distributed, and locally connected tourism model?<\/p>\n<p>That was the key question that shaped the conversation during <em>Barcelona 2045<\/em>, in a session dedicated to tourism. The discussion was moderated by <strong>Josep Maria Palau<\/strong>, director of <em>Viajar<\/em>, and featured contributions from <strong>Mateu Hern\u00e1ndez<\/strong> (Turisme de Barcelona), <strong>Alex Garc\u00eda<\/strong> (Palau de la M\u00fasica) and <strong>Maraya Perinat<\/strong> (ATIR).<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>From \"Visit\" to \"This is Barcelona\"<\/strong><\/h3>\n<p>\u201cWhat we really need to ask ourselves is <em>what kind<\/em> of tourists we want to attract,\u201d noted Mateu Hern\u00e1ndez. In a context where the hotel supply is frozen and demand remains constant, the city\u2019s strategy is clear: to prioritize visitors who value culture, classical music, architectural heritage, and major international congresses.<\/p>\n<p>The short-term goal is to attract tourism that aligns with the city\u2019s identity\u2014a tourism model focused on high-quality visitors. Today, Barcelona stands out for its leadership in conventions. And that, according to Hern\u00e1ndez, is the result of having embraced tourism as an economic driver, a source of employment, and a catalyst for investment in key infrastructure.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Tourism as a social mirror<\/strong><\/h3>\n<p>Public perception has shifted: while 96% viewed tourism positively a few years ago, today only 59% do.<\/p>\n<p>How did we get here? According to Maraya Perinat, \u201cThere is a perception that we\u2019ve lost part of our hospitality, and that is also an emotional challenge we need to address.\u201d<\/p>\n<p>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 Hern\u00e1ndez argues that \u201cwe cannot blame the housing problem solely on tourism.\u201d<\/p>\n<p>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 \u20ac24 million have been invested in video surveillance.<\/p>\n<p>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. \u201cFifty percent of visitors to the Palau are tourists, which shows that cultural tourism has room to grow\u2014if it is properly promoted,\u201d notes Alex Garc\u00eda from the Palau de la M\u00fasica.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Beyond the city centre: telling the stories of other Barcelonas<\/strong><\/h3>\n<p>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. \u201cConcerts and sporting events can be levers,\u201d suggested Maraya. \u201cStorytelling can help us show the world what lies beyond the Sagrada Fam\u00edlia,\u201d added Garc\u00eda.<\/p>\n<p>However, initiatives like the case of the B\u00fanker 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.<\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Barcelona has everything it takes to keep shining<\/strong><\/h3>\n<p>Barcelona has a lot going for it. We are an admired, sought-after, cosmopolitan city\u2014with 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.<\/p>\n<p>Barcelona must choose: either it continues to shine, or it lets other cities take its place. Because the tourist who chooses Barcelona\u2014be it the 15% who come from the United States or the 44% from Europe\u2014does more than just fill our terraces or the Palau de la M\u00fasica. They also generate value. They respect, consume, connect. And they make possible projects like Sanofi\u2019s artificial intelligence hub, AstraZeneca\u2019s investments, or the continued presence of the Mobile World Congress.<\/p>\n<p>If we lose international connectivity, if the environment stops being attractive for investment, it will be the citizens who pay the price. As Mateu Hern\u00e1ndez warned: \u201cThe tourist tax stops being useful when it causes us to lose strategic congresses.\u201d<\/p>\n<p>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.<\/p>\n<p>Let\u2019s 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.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div><div class=\"row wpb_row row-fluid\"><div class=\"wpb_column columns medium-12 thb-dark-column small-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div class=\"wpb_text_column wpb_content_element\" >\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t<p>If you want to know the latest English news about Barcelona and the people who bring it to life, \u00a0<a href=\"https:\/\/www.barcelonaglobal.org\/blog\/en\/newsletter-barcelona-global-blog\/\" target=\"_blank\" rel=\"noopener\">sign up to our Blog<\/a>.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n<\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"Borja Esquirol Deputy Shopping Center Manager en Unbail-Rodamco-Wesfield Ramon Rebull Product Ops Manager en Prophero Somos unos afortunados. Nuestra querida Barcelona es un icono de ciudad cosmopolita que no te deja indiferente cuando la conoces. Vivimos en una ciudad con un clima amable durante todo el a\u00f1o y con un patrimonio cultural, arquitect\u00f3nico y gastron\u00f3mico&hellip;","protected":false},"author":182764262,"featured_media":14845,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[172],"tags":[20,660,26,784,115,129],"thb-sponsors":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Barcelona tur\u00edstica del ma\u00f1ana: entre la excelencia cultural y el equilibrio vecinal<\/title>\n<meta name=\"description\" content=\"La Barcelona tur\u00edstica del ma\u00f1ana: entre la excelencia cultural y el equilibrio vecinal\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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