Miquel Sàmper (Catalonia): At FITUR 2026 we will be showcasing a diverse, innovative and welcoming Catalonia

What does tourism mean to the Catalan economy and what are its main attractions?

Tourism is one of the main drivers of economic growth in Catalonia. In 2024 we received close to 20 million international visitors who generated spending of more than 23.7 billion euros, and we have a business fabric comprising more than 126,000 companies linked to the industry. This impact goes way beyond the number of arrivals: it generates employment, brings cohesion to the territory and projects our identity abroad.

Catalonia is one of the most diverse destinations in Europe. We combine the great cultural and creative capital that is Barcelona with unique natural spaces, charming villages, historical heritage, a rich gastronomy and lively culture.

What market niches do you plan to develop and what are your expectations?

In this new stage, marked by a change of model, we want to promote market niches that generate added value and are aligned with the territory’s assets: food and wine tourism, nature and active tourism, cultural and creative, scientific, sports, wellness, accessible, sustainable family and MICE tourism.

In terms of expectations, we seek, above all, to increase the quality of the experience and the positive impact that tourism generates on the economy and society. It’s no longer about attracting more, but about attracting better.

 What tourism challenges and goals has Catalonia set itself for the coming years?

The main challenge is the transformation of the tourism model. We have moved from quantitative success to the need for qualitative and sustainable success. That is why we have launched the strategy "(+) Catalonia, better tourism", which sets the course until 2028 and is committed to a profound change.

On the one hand, our goals are year-round and geographically spread-out tourism; diversification of the offer and an increase in economic impact. On the other hand, the satisfaction of both visitors and residents: sustainability and positive legacy; the loyalty of the conscious visitor; and the reinforcement of the Catalonia brand as an international benchmark.

All this responds to a firm conviction: tourism must be a tool for shared prosperity, not a burden for the territory and for those who live there. 

Specifically, what actions are you carrying out to promote sustainability and deseasonalisation?

These elements are two central pillars of all our action. Firstly, sustainability is no longer just environmental, but also social, economic and territorial. The actions we carry out seek to reduce our carbon footprint, promote local tourism, regenerate spaces used by tourism and involve the entire tourism ecosystem in this transition towards a responsible and regenerative model. In October 2025 we held the Global Ecotourism Forum in Catalonia, and throughout 2025 we also celebrated the designation of Catalonia as a World Region of Gastronomy, which we will continue to promote with a number of other actions in 2026.

Secondly, we work tirelessly on deseasonalisation, with strategies that promote products and experiences outside of the high season: gastronomy, culture, nature, spas, events... In addition, we encourage the promotion of lesser-known areas to redistribute tourist flows and reduce pressure on our most popular destinations.

All this is underpinned by data-driven management, digitalisation, innovation and shared governance, because we are not seeking cosmetic change, but structural change. In the end, it is a commitment to transform our tourism strategy towards this more conscious and more sustainable model.  

What role does the resident play in your tourism model?

There is a fundamental aspect that defines this new phase: the leading role of our residents. For the first time, we put them at the heart of our tourism strategy. Not as a passive recipient, but as an actor with a voice and decision-making capacity. This translates into participatory processes, shared communication, programmes to enhance the value of the territory and, above all, a new way of understanding coexistence between visitor and resident.

Our model is based on a clear idea: the quality of the tourist experience is directly related to the quality of local life. We don’t want tourism to be an activity that is suffered, but rather an opportunity that is shared. In short, Catalonia wants to lead a new way of managing its tourism in Europe: more humane, more sustainable, more connected to its people and the territory. 

How important is participation in FITUR 2026 for Catalonia?

FITUR 2026 will be a strategic platform for consolidating Catalonia's international standing as a purposeful tourist destination. We will attend the trade fair after having been World Region of Gastronomy 2025, and this will allow us to show the world how we have linked tourism, territory, local products and regional pride.

Can you give us a preview of what you will be promoting at the Trade Fair?

We will be showing the first results of our new model, highlighting sustainability, deseasonalisation and digitalisation projects, and we will give prominence to authentic, decentralised experiences aligned with the new profile of the conscious visitor.

Generally speaking, we will be showcasing a Catalonia that is diverse, innovative, welcoming, deeply connected to its people and that has so much more to offer than sun and beach.