The international B-Travel tourism fair will return to Barcelona, transforming the Fira de Montjuïc venue into a global hub for travellers from March 20 to 22, 2026. Fira de Barcelona organises the event, which will again offer thousands of visitors a comprehensive showcase of destinations, travel packages, and unique experiences. This year places a significant emphasis on sustainability and responsible tourism.
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B-Travel stands as one of the city’s most important travel-focused events. It provides a major platform for national and international destinations, travel agencies, tour operators, and transport companies to connect directly with the public. For three days, attendees can plan their next holiday. Whether seeking a long-haul adventure, a cultural city break, or a weekend escape, they will find many exclusive offers available only at the fair.
A Shift Towards Experiential and Responsible Travel
This year’s edition places a strong spotlight on the evolving demands of the modern traveller. Martí Sarrate, President of B-Travel, highlighted the industry’s recent transformation.
“As this edition will demonstrate, the tourism sector has proven its ability to adapt to the demands of a market that is more environmentally conscious, a greater user of new technologies, and eager for unique experiences, with the goal of achieving less seasonal, higher-quality tourism,” Sarrate stated, in comments reported by local outlet Tot Barcelona.
Reflecting this trend, the fair reinforces its experiential component, allowing visitors to “travel without leaving the exhibition hall.” The programme is packed with interactive activities, including gastronomic tastings, live cooking demonstrations, cultural performances, and workshops. These events provide a sensory preview of various destinations, moving beyond simple information stalls to create a more engaging and participatory atmosphere.
Gastronomy and Local Discoveries Take Centre Stage
The growing importance of culinary tourism is a key focus. With gastronomy becoming a primary motivation for many travellers, B-Travel will feature dedicated spaces for local products and food experiences. Visitors can sample traditional dishes and wines, watch chefs at work, and discover the rich gastronomic heritage of different regions. This focus on food culture mirrors a city-wide passion, recently celebrated at events like the Passeig De Gourmets food festival.
In addition to global destinations, there is a strong and growing emphasis on local and regional travel. The fair will prominently feature destinations throughout Catalonia and the rest of Spain, responding to an increased interest in shorter, more sustainable trips. Regional tourism boards and local councils will present new cultural routes, nature activities, and rural tourism proposals, appealing to visitors seeking authentic and low-impact experiences.
A Hub for Innovation and Sustainability
Sustainable and responsible tourism is a core theme of the 2026 edition. The fair will provide a platform for ecotourism projects, rural getaways, and initiatives that promote travel with a smaller environmental footprint. Talks and presentations from travel experts will offer practical advice on how travellers can make more responsible choices, such as reducing their carbon footprint or choosing less-crowded destinations.
While primarily aimed at the public, B-Travel also functions as a vital meeting point for industry professionals to network, present new products, and identify market trends. This dual role helps to reinforce Barcelona’s position as a leading European capital for major events and congresses, alongside other significant cultural happenings like the Ciutat De Clàssica festival and the development of the new Carmen Thyssen museum.
For three days, the halls of the Montjuïc venue will offer a journey across the world, allowing visitors to explore diverse cultures, landscapes, and flavours, all from the heart of Barcelona.
