Catalonia tourism strategy is undergoing a fundamental shift, moving from a focus on visitor numbers to prioritising economic and social value.
This was the central message from Catalan President Salvador Illa during the presentation of the new ‘(+) Catalunya, millor turisme’ campaign at the MNAC on Thursday.
Catalonia Tourism Strategy Aims for Quality Over Quantity
President Illa asserted that the sector must evolve in step with the country itself.
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Consequently, the new strategy places residents and their wellbeing at its heart. “The debate is not whether we want tourism or not,” Illa clarified. “It is evident that we do. The question is what type of tourism we want and how we want it.”
The strategy outlines several key objectives. These include deseasonalising tourist flows, deconcentrating visitors territorially, and increasing the economic and social value generated by the sector. Furthermore, it aims to strengthen the overall Catalunya brand. Business and Labour Minister Miquel Sàmper, who closed the event, emphasised the government’s support. He stated the administration is “alongside tourism,” a sector he described as exemplary.
Minister Sàmper highlighted the sector’s critical importance, representing 12% of Catalonia’s GDP, half a million jobs, and 160,000 businesses. “It cannot be treated with banality,” he added. He called for public administrations to help “rebuild tourism, modernise it and make it even better.” This strategic pivot comes as Barcelona sees fluctuations in tourist accommodation occupancy, highlighting the need for a more resilient model.
The presentation featured insights from major industry figures. In a roundtable discussion, Familia Torres president Miquel A. Torres pointed to the potential of primary sectors like enotourism. GSMA CEO John Hoffman, meanwhile, stressed the significant economic impact of business tourism driven by events like the Mobile World Congress. He issued a caution, however, that administrations should not take the congress’s presence in Barcelona for granted without continued support.
Chef Mateu Casañas highlighted gastronomy’s added value, while Macba Foundation president Ainhoa Grandes noted culture’s power to mobilise tourism. The discussions underscored a collective push for a more valuable, sustainable, and distributed tourism model across Catalonia. This broader economic context is crucial, especially as the city grapples with parallel challenges in its housing sector.
According to the official announcement covered by Europa Press, the new framework marks the 40th anniversary of the Catalan Tourism Agency. The event concluded with a clear vision: better tourism makes for a better Catalonia, and vice versa. The regional government is now tasked with turning this qualitative ambition into concrete policy and action.
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