Mataró experiences tourism transformation with arrival of international visitors

Mataró is a seaside city just 50 minutes north of Barcelona (by train and by car) that is experiencing a tourism transformation in August, as opposed to previous years, when local activity used to slow down.

The arrival of international visitors, mainly French, but also Asian and US nationals, is prompting locals to change their customs, and instead of closing down stores and restaurants for holidays, opening more days.

The transformation has been constant over the last years, and while in the past, it was pretty common to see fewer residents once Les Santes local festivities ended during the last days of July, everything is evolving now.

It was common to see closed establishments and very few cultural activities; however, this has now changed, as many international visitors tend to visit Mataró. 

French nationals remain the most prominent group, although Asian visitors and US nationals are also discovering the seaside town near the Catalan capital. 

"Slowly, the idea that Mataró shuts down in August is transforming," Heidi Pérez, councilor for tourism at Mataró city council, told the Catalan News Agency (ACN). "At the moment, several activities are going on," she added as local authorities are working on a strategic plan to welcome more tourists to a city that used to focus its economy on other industries.

The Covid-19 pandemic was one of the turning points for Mataró.

Back then, many local professionals started to propose ideas for the locals, such as the music festivals, Festival Nosaltres, and Posidònia Fest. Both events are now part of the Mataró summer calendar.

Many people were forced to spend their summer near their homes at the time, and there were very few cultural activities to do. That is when the two festivals appeared.

And aside cultural events, many stores, especially in the city center, are now opening in summer as "Mataró is no longer a deserted city after Les Santes," Oriol Vives, vice president of Negoci Empresa Mataró business association, told ACN.

"In August, many clients are walking around trying new stores as their usuals are closed, it is the moment to gain new clients," Vives said.

Asians and US nationals

Based on 2024 data, August is the strongest month for international visitors to Mataró, as they represent 84% of all tourists sleeping in the Catalan city. In June, the figure represents 69%, and in July, 73%.

US nationals have represented the highest growth in recent years, with 200 tourists in 2022 and 500 in August during 2024. During the year, there are around 4,000 US nationals visiting the seaside city.

Meanwhile, Asian travelers grew by 115% between 2023 and 2024, as it was almost non-existent, and last year, there were around 300 travelers coming from Asia.

Mataró has four hotels with a capacity for 835 people, one camping with 13 bungalows and 344 slots, and around 20 tourist accommodations.