Cristina Lagé (Catalonia): At FITUR 2027 we will be showcasing our commitment to higher-value tourism

What marketing strategy is the Government of Catalonia implementing in the tourism industry?

 In the area of marketing, we are rolling out the new strategy ‘(+) Catalunya, mejor turismo’ (Catalonia, better tourism), which should help us to develop our tourism model: moving from one that is primarily focused on volume to one that is more value-oriented.

It is not so much a question of attracting more tourists as of attracting better tourists. A form of tourism that benefits the destination, comprising mindful visitors who are genuinely interested in Catalonia and who help to have a positive impact on our region and our society. 

In this regard, which market niches or segments do you plan to focus on?

 Those who bring us the greatest value. In 2025, we capitalised on Catalonia’s designation as a World Gastronomy Region to attract foodies. In 2026, we are celebrating the Year of Cultural Tourism. In 2027, we will also be focusing on value. The United Nations has declared this the International Year of Sustainable and Resilient Tourism, so in Catalonia we will also take up this call and focus our strategy on attracting visitors who are aware of the need for the tourism experience to be environmentally sustainable, socially inclusive and universally accessible.

 What tools will they use to ensure that the tourist experience is indeed that way?

360-degree marketing tools, both in digital and offline environments, as levers for positioning our online channels. Identifying the conscious visitor requires the ability to segment them, not just using sociodemographic variables, as in the past, but also using psychographic variables. From this point onwards, our CRM strategy must adapt to this new dimension in order to identify the visitor-person profile that is of greatest interest to us as a destination.

What are the latest figures for the tourism industry in Catalonia?

Tourism is an activity that is becoming increasingly less seasonal, a trend that we must also bear in mind when analysing the data. For this reason, January should be taken as a benchmark for accurately assessing how business has developed over the course of the year. If we compare the current data with the trends from a few years ago, we can see how the figures for what were traditionally the peak seasons are levelling off, whilst the mid-season months are becoming increasingly significant. Even so, the figures available to date are positive: between January and July 2026, Catalonia recorded 15,518 million euros in international tourism expenditure, accounting for almost one in every five euros spent by international tourists in Spain, and ranks as the leading autonomous community in this respect.

Furthermore, in July, spending rose by 13% compared with the same month last year, whilst average spending per tourist increased by 12.1% to 1,561 euros.

These figures reflect our aim to shift the focus from volume to value, but we are also continuing to work towards deseasonalising and decentralising tourism activity geographically, by strengthening inland and mountain destinations and extending the season beyond the summer months. In short, we want a more balanced form of tourism that is capable of generating value across the whole region.

What tourism policies are citizens and the business sector calling for?

The tourism policies that the public and the business sector are implementing in the 21st century cannot be reduced to the traditional approaches of promotion and development. We need a comprehensive and regional approach to tourism governance that brings together all stakeholders and operators in the tourism industry and related fields, local authorities, social partners and the general public in our country. And all of this with a complete focus on data and an understanding of the reality and the impact – both positive and negative – of tourism on the region, the economy and society as a whole. This is the prerequisite for an analysis and accurate forecasts that will enable not only the balanced management of the industry, but also appropriate strategic and spatial planning to achieve a model of sustainable, responsible and regenerative tourism.

How is the public-private partnership progressing?

The Department of Business and Employment, through the Directorate-General for Tourism, works closely with the entire tourism industry. We have set up the Catalan Tourism Council, which represents Catalonia’s tourism industry through trade organisations (accommodation providers, tour guides, small and medium-sized enterprises, etc.), as well as representatives from local authorities. However, we believe that this collaboration must also involve trade union representatives, through social dialogue, and the general public – an issue on which we are currently focusing. Furthermore, building on a well-established framework and years of experience, our promotional activities and tourism marketing tools are focused on the private sector, through the governing bodies and participatory structures of the Catalan Tourist Board.

What does Catalonia’s participation in FITUR entail, and what are your expectations for FITUR 2027?

FITUR is the leading event in the tourism industry. Since the pandemic, it has been gaining in significance and strategic standing compared to other events, growing not only in scale but also in the value it brings to exhibitors.

The 2026 edition enabled us to highlight the Year of Cultural Tourism and also to host a top-class sporting event, namely the Grand Départ of the Tour de France.

We hope that FITUR 2027 will help us to showcase our commitment to higher-value tourism, within the framework of the International Year of Sustainable and Resilient Tourism.