Catalonia moves towards tourism that generates economic, social, environmental and cultural value

The Catalan Tourism Agency, part of the Catalan Ministry of Enterprise and Employment, has presented the new strategy ' (+) Catalunya, millor turisme ' (Catalonia, better tourism), which will set the roadmap for the destination's tourism marketing with a 2028 horizon. The opening session was hosted by the Minister of Industry and Tourism, Jordi Hereu, and the Minister of Enterprise and Employment, Miquel Sàmper, and was attended by 500 professionals from the tourism industry from all over the country. The meeting also featured speeches by the Managing General of Tourism, Cristina Lagé, and the Director of the Catalan Tourism Agency, Arantxa Calvera, to explain the main lines of action of this new strategy.

'(+) Catalunya, millor turisme' represents a change in the way of understanding tourism promotion and is committed to a more conscious, inclusive and regenerative approach. The new destination marketing management tool is committed to a shared, more conscious and authentic way of understanding and transforming tourism, in pursuit of this better tourism. This roadmap is based on a paradigm shift in which the focus changes from volume to value, overcoming the vision centred only on the influx of tourists and moving towards a conscious visitor economy that generates economic, social, environmental and cultural value for Catalonia. With the goal of bringing wellbeing to the community through the values of travel, the Generalitat de Catalunya is committed to making Catalonia a leading destination in conscious tourism in Europe.

With the new document, the Govern wants visitors to stop being seen as outsiders and to be treated as temporary residents, with rights, but also with responsibilities. This means encouraging respectful behaviour, involving them in the local rules and linking them emotionally to the territory. This approach helps to generate more authentic experiences, more harmonious coexistence and a greater positive impact on the territory. With this new strategy, the government is making a collective call to transform tourism into a tool for social progress, territorial cohesion and shared prosperity. Catalonia thus projects itself as a responsible destination, capable of unfolding its full potential without renouncing its values, of moving forward with authenticity and of being visited without ceasing to be experienced.

8 strategic goals

'(+) Catalunya, millor turisme' is based on eight strategic milestones grouped into two major dimensions: the four primary goals, which have become consolidated as recurring challenges for the tourism industry, and the four new generation goals, which reflect the evolution towards a more balanced, regenerative and people-centred model.

The consolidated goals are as follows:

- Seasonalisation: redistribution of tourist flows in a more balanced way throughout the year. 

- Territorial decentralisation: to give prominence also to other areas of Catalonia that do not have a large influx of visitors. 

- Diversification of the offer: expanding the variety of tourism products and experiences with new value propositions. 

- Economic impact: increase tourism spending to generate greater added value and shared prosperity.

The 4 new generation goals are:

- Visitor and resident satisfaction: improving their coexistence through resident involvement, blurring the line between resident and visitor.

- Sustainability and positive legacy: ensuring that tourism is a driver of environmental, social and economic regeneration.

- Loyalty of the conscious visitor: promoting and strengthening the relationship with a visitor profile that is respectful and committed to the values of the territory.

- Strengthening the Catalonia brand: consolidating a tourism brand with clear values, the projection and reputation of which gain value and leadership on a global scale.

Coexistence with everyday life

One of the most important new features of this strategy is the active incorporation of residents as stakeholders. Far from considering them as mere spectators, the new model is committed to giving them a leading role as prescribers and creators of content in the territory. This promotes tourism that coexists with everyday life, creates shared value and fosters pride in belonging.  

’(+) Catalunya, millor turisme' has been built on a broad consensus with the industry: more than 1,000 participating companies, 30 working groups, consultations with state and international institutions, more than 200 responses to industry surveys and sessions with public and private agents from all over the country. This participatory methodology has made it possible to identify key challenges and prioritise shared actions to contribute to a more resilient, equitable and sustainable model.