Barcelona is undergoing a strategic transformation in its tourism approach, moving away from mass tourism and embracing a model focused on attracting high-impact travelers. According to insights presented by Mabrian, a global travel intelligence platform, during the “Barcelona 2025: The Tourism We Want” event hosted by Expedia Group, long-haul markets are emerging as a key driver for this shift. The event highlighted three key strategies for attracting quality tourism: leveraging the growing demand from distant markets, promoting cultural and gastronomic experiences, and protecting the city’s global perception.
Mabrian’s analysis identified three pivotal trends shaping Barcelona’s international tourism landscape over the next six months: a rebound in Asian demand, fluctuations in the North American market, and increasing connectivity and interest from the Middle East. Notably, significant growth in travel intention is expected from countries such as Canada, the United Arab Emirates, and Saudi Arabia, with slower but positive signals from China and new routes planned from Singapore and Hong Kong.
This increasing demand is reflected in Barcelona’s air connectivity. Over the past year, over 31.2 million air seats connected the city to domestic and international destinations, marking a 12.5% growth compared to the previous year. For the coming six months, an additional 14.8 million seats are projected, representing a 5.5% increase year-over-year. Notable increases in air capacity include Canada (+39%), China (+83.5%), and Saudi Arabia (+29%), while slight declines are noted in markets like the United States (-1.6%) and the Netherlands.
Culture and gastronomy remain the leading motivators for visitors to Barcelona, accounting for 38.4% and 12.6% of demand drivers, respectively. Active tourism is also on the rise, underscoring the city’s diverse appeal. Mabrian emphasized the need to place these experiences at the center of Barcelona’s tourism development strategy to attract high-impact travelers who prioritize meaningful and culturally rich experiences. “Barcelona’s cultural and culinary heritage makes it a prime destination for travelers seeking more than just a vacation—it offers a journey of discovery,” said Sonia Huerta, Director of Mabrian’s Insights & Tourism Advisory.
Despite global coverage of overtourism protests and regulatory measures like bans on tourist rentals, Barcelona’s perception metrics remain robust. The city’s Global Perception Index scored 81.6 out of 100, while the Perception of Security Index reached 87.1, although both have experienced slight declines. Mabrian stressed the importance of transparent communication and community-centric tourism policies to maintain positive sentiment among residents and visitors. The focus, Huerta noted, should be on demonstrating how tourism benefits local communities and aligns with sustainable development goals.
The city’s accommodation sector is poised for growth, with hotel rates expected to rise by an average of 9% in the next six months, particularly in the 4-star category. However, 5-star hotel rates remain below those of competing European destinations, prompting a recommendation to review pricing strategies to ensure competitiveness. Hotels currently account for 57% of Barcelona’s accommodation demand, with the remainder split between hostels and tourist apartments. High traveler satisfaction across all accommodation categories highlights the city’s potential to attract discerning visitors who contribute positively to the local economy.
Barcelona’s shift from destination promotion to demand management is key to its strategic tourism goals. “We need to prioritize markets and segments selectively, leveraging tourism intelligence to identify high-spending markets with a balanced carbon footprint,” said Huerta. By aligning these efforts with sustainable tourism practices, Barcelona aims to establish itself as a model destination for quality, high-impact tourism. The findings underscore the city’s ambition to redefine its tourism landscape by focusing on cultural authenticity, strategic market engagement, and sustainable growth, making Barcelona a beacon for international quality travelers.
