Barcelona has become one of the main European urban destinations. Its attractiveness has increased the number of tourists on a constant basis, consolidating the economy of services aimed at the attention of visitors, transforming much of the central territory of the city in a few years. Barcelona is a tourist city and will continue to be, foreseeably, for many more years. And this situation is not without challenges.


In the Strategic Diagnosis presented in September 2016, the challenges and the strategic objectives are set to respond based on an in-depth analysis of the current situation and the future perspectives. And in order to respond, the Action Proposals are presented in a detailed and structured manner as a result of intensive active listening of a plurality of diverse agents, expert voices and document analysis.

Barcelona has become a tourist city in record time and nothing suggests that it cease to be in the near future. Tourism, as already mentioned at the beginning of this reflection process, can not be considered as an economic activity other than the place where it occurs. Tourism is an inherent part of the city. Assuming this scenario highlights new priorities for the destination tourism strategy.
The Strategic Plan must integrate all the instruments and mechanisms available that allow to build new sustainable future scenarios that guarantee that the generation of wealth derived from tourist activities does not put into play the future of destination as an object of desire but not as To a territory that welcomes many other economic practices and ways of living it. Secondly, we must guarantee the sustainability of the destination in an indispensable way, and do so with an extended look, incorporating other fundamental criteria into environmental issues such as the quality of jobs or the strength of business relationships with The local economic fabric. Sustainability must be considered not only as a brand attribute but as a desired effect for the entire value chain, as a milestone to be achieved in the whole destiny.

The third of the priorities must be the design of the mechanisms to guarantee the best social return of the economic activity generated by being a destination of the first order. A social return that, without dissociating itself from sustainability, must be generated from multiple redistributive mechanisms, through the generation of shared value in the territories, but also activating multiplier effects to favor the business cooperation of strategic sectors . In short, turning tourism into a lever of change to activate other non-extractive economic activities, benefiting from the constant influx of professionals and institutional positions that visit Barcelona every year.



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