Sustainability and deseasonalisation were two key themes of B-Travel 2025, the Tourism Fair organised by Fira de Barcelona which is held annually with support from Barcelona Provincial Council and Barcelona City Council. Its director, Marta Serra, stated that "this year we've strengthened sustainability with concrete measures at the fair, and through various themed events, such as the B-Smart Travel Sessions, where the Responsible Traveller's Guide was unveiled. This guide, produced in collaboration with Biosphere and backed by Barcelona Provincial Council, aims to promote environmentally responsible behaviour when travelling.
The event attracted over 25,000 attendees and featured more than 120 direct exhibitors and 600 indirect ones. International destinations were represented by 40 travel agencies, with Pyrénées Audoises, Naples, and Madeira making their debut at the fair. On the local front, representatives from all four Catalan provinces participated, including Barcelona Tourism and Barcelona Provincial Council.
Local and Cultural Tourism with Barcelona Tourism and the Provincial Council
Barcelona Tourism seized the opportunity to launch its new slogan, "Discover the New Barcelona That’s Always Been There", designed to engage local residents as ambassadors and strengthen civic pride. As part of this initiative, the consortium introduced new products specifically tailored for Barcelona and Catalonia residents, such as the Barcelona Card, which grants free access to 28 museums and offers discounts at 45 cultural venues, and the Barcelona Bus Turístic, which offers two routes to explore the city's heritage. During the fair, these products were available at a special 50% discount.
As part of this strategy, the Barcelona Tourism stand also showcased the new Barcelona Art Season brand, highlighting key exhibitions on the city's cultural agenda, such as the Zurbarán exhibitions at MNAC and Sean Scully's works at La Pedrera.
Meanwhile, Barcelona Provincial Council unveiled its "No Need to Go Far" campaign, aimed at positioning the Barcelona region as a near-home destination, promoting high-quality, responsible, and sustainable tourism, and boosting the Barcelona is So Much More brand. The campaign's cinematic and emotive advert was filmed at iconic locations across the province, including Mataró, Alella, Mura, and Sant Jaume de Frontanyà, showcasing its three tourism brands: Costa Barcelona, Barcelona Landscapes, and Barcelona Pyrenees.
Targeted particularly at senior travellers, the campaign invites visitors to enjoy cultural, gastronomic and natural experiences that are both authentic and nearby. The launch began in late March on social media and RENFE channels, with a broader media rollout starting in June.
Gastronomy and Professional Networking Take Centre Stage
Gastronomy played a prominent role in this year's B-Travel, as Catalonia was named World Region of Gastronomy 2025. The B-Delicious Fest was one of the most popular attractions, where visitors sampled up to 18 signature Catalan dishes, including rice from the Ebro Delta, Pyrenean beef, and Vilanova prawns. A culinary showcase also featured products from across Spain and other international destinations.
Beyond catering to leisure travellers, B-Travel also hosted a packed agenda of industry-focused events. Barcelona Activa organised several Job Marketplace sessions to foster networking and facilitate recruitment in the sector.
Alongside this, the latest edition of the ACAVe Travel Market also took place—a workshop promoted by the Corporate Association of Specialised Travel Agencies (ACAVe), and where over 100 travel agents explored first hand the tourism offerings of participating destinations.
