From volume to value. This is the commitment from the Government of Catalonia, embodied in the new strategy to ensure that the tourism we receive is conscious and authentic, and does not become a burden for the host communities. Watch the manifesto video with the key information from this document, which will guide the actions of the Catalan Tourist Board over the next four years.
Marketing Strategy of Catalonia
(+) Catalonia, Better Tourism
A shared, more responsible and authentic approach to undestanding and transforming tourism. We present to you the new Marketing Strategy for the Visitor Economy of Catalonia, looking ahead to 2028.
The new Visitor Economy Strategy is the result of a shared reflection and has been built on broad consensus with the sector: over 1,000 participating companies, 30 working groups, consultations with national and international institutions, more than 200 responses to sectoral surveys, and sessions with public and private stakeholders from across the territory. This participatory methodology has made it possible to identify key challenges and prioritise joint actions to help shape a more resilient, equitable, and sustainable model.
Public-private collaboration has been a key tool for the success of the strategy, and its launch event brought together leading stakeholders and reference institutions from Spain, Europe, and around the world. In addition to the presentation of the plan, the event featured several training sessions with experts and leaders from tourism companies and organisations, addressing topics such as hyper-segmentation to attract the conscious visitor; regeneration and legacy of businesses, experiences, and communities; the European-level strategy for sustainable and connected tourism; and digitalisation and innovation in the age of AI. Special emphasis was placed on the actions of the 4Ps Programme (Processes, Platforms, Publics, and Products) for the digital transformation of Catalonia’s tourism marketing—a project of strategic importance for the European Union, co-financed at 40% by the European Regional Development Fund, within the framework of the ERDF Programme of Catalonia 2021–2027.
You can access the full content (in Catalan) of the presentations, talks, and round tables in this video, which captures the entire launch event of the plan: