View of Barcelona from Park Güell. (Travelpulse)
Barcelona is retiring its old "Visit Barcelona" slogan in favour of a new one: "This is Barcelona." This change comes as the city faces increasing backlash from locals over mass tourism. The new slogan will be introduced on August 22, coinciding with the start of the America's Cup preliminary regatta.
Since 2009, "Visit Barcelona" has been the city’s tourism catchphrase. However, city officials believe it's time for a change. They aim to shift the focus from drawing in more tourists to enhancing the quality of tourism and showcasing what Barcelona truly represents. The new slogan will highlight the city's rich traditions, sports, gastronomy, museums, and music festivals, rather than just promoting it as a travel destination.
Mateu Hernández, the general director of the Barcelona Tourism Board, explained that the new slogan is about portraying an authentic image of Barcelona. “We’re ending the global call for visitors and focusing on highlighting what makes Barcelona unique,” Hernández said. The city is looking to attract visitors who appreciate its cultural depth and offerings, rather than just its scenic views.
The decision to change the slogan comes amid rising anti-tourism sentiments among locals. Recent protests have seen about 2,800 residents taking to the streets, demanding limits on tourism and expressing frustration with the influx of visitors. In some cases, protestors have even squirted water at tourists as a form of protest. The slogan used by these groups, “Enough! Let’s put limits on tourism!” reflects their desire for more control over the number of tourists coming to the city.
In addition to the new slogan, Barcelona is implementing other measures to address overtourism. City officials have announced plans to significantly increase the tourist tax for cruise passengers who stay for less than 12 hours. Although the exact increase has not yet been confirmed, the current tax is €7 (approximately $7.60). This move is part of a broader strategy to manage the city's tourism more effectively.
In 2023, Barcelona saw over 12 million visitors, and the number is expected to rise in 2024. The city’s new approach aims to balance the benefits of tourism with the needs and concerns of its residents. By focusing on quality and promoting a genuine experience of Barcelona, city officials hope to improve the relationship between locals and tourists.
