El Generador is one of those essential initiatives that demonstrate how it is possible to promote responsible and innovative tourism by placing culture at the core. This project, launched in 2011 by Josep M. Pey, a professional with over 27 years of experience in the sector, and led since 2024 by Salvador Barcons, has established itself as a leading consultancy in the field of cultural tourism and, specifically, industrial tourism.
Experience for all project types
El Generador, which brings together consultants, producers, and managers of tourism and cultural projects, has a broad and diverse team of specialists with recognized professional prestige in both the public and private sectors, in order to generate and implement innovative ideas that drive organizations and projects forward. The range of services offered is extensive: projects to enhance the tourism appeal of museums and interpretation centres; the creation of tourism products such as theatre visits or routes; merchandising projects; design of museum projects, including audiovisuals and audio guides; museum marketing and unique venues for events; links with national and international networks and projects; establishment of processes for collecting and evaluating indicators, and much more.
One of its most notable successes has been the creation of Tourist Street Escapes, a gamified, self-guided proposal to discover towns, museums, or regions through an app inspired by escape rooms. This initiative offers an immersive experience that combines play (the visitor must solve a mystery); the discovery of a destination, its history, heritage, and food; and the promotion of local business, clearly committed to economic and social sustainability. The result is an accessible digital tourism product that generates added value for both visitors and residents, and makes it possible to discover the surroundings in a fun and different way.
Experience industry
With sustainability as one of its strategic pillars, El Generador focuses especially on industrial tourism, which is often far removed from conventional tourist circuits. This support helps to boost lesser-known areas, diversify the local economy, and reduce the seasonality of tourism. The reuse of industrial heritage spaces for cultural or tourism purposes is, in addition, a perfect example of circular economy applied to the region.
Industrial tourism also includes the possibility of visiting operating companies, an initiative that, in areas with vineyards, has given rise to wine tourism. So, just as we visit a winery, we can also visit companies from other industries, turning them into living scenarios for knowledge transfer. This type of tourism, known as "Living Industry," allows for a better understanding of production processes, promotes business transparency, and creates partnerships between the productive sector and tourism. Moreover, it is an excellent and effective marketing tool with a strong experiential, emotional, and educational component.
Achieving success by focusing on the region
By fully committing to each project, which they feel as their very own, and with high doses of ingenuity and expertise, El Generador always seeks to achieve the best results, aware that tourists are increasingly demanding about what is offered to them. They have thereby positioned themselves as a team of skilled professionals who know how to make the most of each project or tourism asset and present it to the public in an attractive and engaging way. Ultimately, all their actions aim to strengthen the bond between people and the region, and to promote a tourism that is more conscious and respectful of heritage.
This is why, in a sector that often repeats formulas, El Generador brings a breath of fresh air thanks to its commitment to creativity, its rigour, and dedication.
