Catalonia shifts tourism strategy from "volume to value"

Catalonia’s government has announced a major strategic shift in its tourism policy, emphasizing a transition from mass tourism to a more balanced, sustainable, and locally integrated model.

The strategy moves "from volume to value," said Jordi Hereu, Spain's minister of industry and tourism, during the announcement that took place on Thursday at the Gran Teatre del Liceu opera hall in Barcelona. 

Miquel Sàmper, Catalan minister of business and labor, welcomed attendees and acknowledged the success of the region's tourism sector recalling that the tourism industry must not be underestimated

"You cannot trivialize," Sàmper said, "more than half a million people live off tourism, directly and indirectly."

While recognizing the success of attracting 20 million visitors, Sàmper emphasized the need to focus on a greater awareness and respect for local residents. He stressed that visitors should understand they share the same rights and responsibilities as the people who live here. 

"Visitors must behave like residents, with the respect residents deserve," he said.

Hereu backed the renewed focus on decentralizing tourism flows and improving the relationship between visitors and residents. "We will find solutions to the resident-visitor dynamic," he said. 

The strategy is part of the 'More Catalonia, better tourism' initiative promoting year-round and regional tourism beyond Barcelona. The plan is built on four core goals; to spread tourism throughout the year, across more places, with more variety, and with more value. 

The campaign looks to address the growing tensions in high-density areas and promote 'conscious visitors' respecting local communities and the environment.

The recent anti-tourism protests in Barcelona have demonstrated the residents' discomfort as marchers carried water pistols spraying water at tourists as a symbol of resistance and chanting slogans including 'Tourists, go home.'