The city and counties of Barcelona were present at the International Tourism Trade Fair (FITUR) under the 'Destination Barcelona' trademark. The joint stand of Barcelona City Council, Barcelona Tourism and Barcelona Provincial Council invited visitors to discover the experiences offered by the destination, which combines the urban appeal of the city with the landscapes of beaches, mountains, cities and towns in the province.
The fair, which was held from 22 to 26 January in Madrid, served to present the slogan "This is Barcelona, a great experience" which, accompanied by a new programme of activities, seeks to offer a less stereotyped and more diverse view of the destination, in order to encourage the discovery of aspects that are little-known but essential in shaping the personality of Barcelona. With a disruptive design, the stand has sought to reinforce this narrative through short stories and reflections by the public. The projection of videos together with a sound installation created an immersive experience that invited visitors to discover a new narrative for Barcelona from residents who guide visitors through the streets, markets, museums and natural spaces that are part of their daily lives. The objective has been to emphasize values such as tradition, uniqueness and authenticity, with special emphasis on food, wine tourism, culture, sports and wellness.
The inauguration of the stand on 22 January was attended by the second deputy mayor, Maria Eugènia Gay, the president of the Barcelona Tourism Consortium, Jordi Clos, and the president of Barcelona Provincial Council, Lluïsa Moret. Maria Eugènia Gay highlighted Barcelona's leadership as a conference destination, in addition to its cultural potential, which is the main focus of the city's tourism strategy for 2025. The second deputy mayor also stressed the "management of the tourism phenomenon with courage and sensitivity, based on sustainability as a strategic pillar".
In this respect, the president of Barcelona Provincial Council, Lluïsa Moret, reaffirmed the commitment to a tourism with values which takes into account economic, environmental and social sustainability, and she recalled the need to "deconcentrate, diversify and decentralize" the offer beyond the city in order to encourage the redistribution of the positive impact made by visits and avoid overcrowding. The province has made progress in recent years in deseasonalising the arrival of tourists, who increasingly find more attractive elements throughout the year thanks to the extensive offer in areas such as food and wine tourism or wellness.
