This is how Barcelona wants to attract luxury tourism

What this visitor profile values ​​most is high quality and emotional connection. The Catalan capital is committed to wine tourism, art, design, and smaller cruises. In 2026, it will be the World Capital of Architecture and celebrate Gaudí's centenary.

something more than shopping This visitor is looking for "elevated and fluid experiences that go far beyond shopping," says Marcelo Molinari, director of international markets for The Bicester Collection, a network that brings together high-end shopping centers such as La Roca Village.

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Sport and well-being in the heart of nature In the province of Girona, you will find the Camiral golf and wellness complex - in Caldes de Malavella - and the Mas de Torrent hotel (pictured), located in an 18th-century farmhouse in Empordà and a member of Único Hotels.

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STRATEGY

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David Casals. Barcelona

" Luxury tourism has more in common with backpacking than with mass travel: they share a creative interest," which translates into a clear desire to immerse themselves in a destination's culture, cuisine, and craftsmanship. This is how Matthew Upchurch, CEO of Virtuoso, a network based in the United States that brings together the luxury travel industry from around the world, explains it.

Barcelona is the city chosen this week to launch its international summit, which is taking place in various locations associated with this type of visitor: the Hotel El Palace in the Eixample district; the La Roca Village shopping center; and aboard a Crystal cruise ship that departed last night from the port of the Catalan capital and will conclude in Marseille.

The Virtuoso summit follows the organization's recent selection of Barcelona as the second most attractive city for this segment, behind Paris. Throughout this year, the city will host four more specialized summits: the European Luxury Forum, Connections, and two summits organized by the Financial Times and Monocle magazine.

In addition to the tourism sector's efforts, there are those being made by institutions, such as the Port of Barcelona's commitment to attracting cruise ships adapted to this audience—much smaller and carefully designed down to the smallest detail—or the new strategy of Turisme de Barcelona , ​​the organization that brings together the city council, the Chamber of Commerce, and the Hotel Association.

Upchurch refutes some of the most widespread stereotypes about luxury. He asserts that this type of audience isn't interested in ostentation or appearances. "What they're looking for are high-quality products that have a strong emotional connection ; hence the importance of culture, its contribution to the region, and sustainability," he adds.

According to the executive, Barcelona has everything it needs to consolidate its position thanks to its hotel, gastronomic, cultural, and commercial offerings. On this last point, he emphasizes the importance of creating "experiences" with artisan producers. He also highlights the commitment to wine tourism or Barcelona Art Season , the newly launched cultural brand that brings together the city's museums and cultural centers.

For Barcelona, ​​the commitment to this segment is a natural fit. In 2014, the first protests against tourism broke out in the Barceloneta neighborhood, and in 2017, the City Council agreed by broad political consensus to prevent the opening of new hotels in the most central neighborhoods. The city continued to break records until just before the outbreak of the coronavirus pandemic: in 2019, it was chosen by 19.3 million travelers, a figure that has not been reached since. The figure that has been far surpassed is hotel turnover, which, in 2024, reached a new high: €2.2 billion.

According to Mateu Hernández, director general of Turisme de Barcelona, ​​the city has several events on its agenda that will help it strengthen its position in the areas most valued by this segment: culture, art, and sports. By the end of the year, work on the tallest tower of the Sagrada Familia is expected to be completed, and in 2026, the city will celebrate its status as " World Capital of Architecture ," the start of the Tour de France, and the centenary of Antoni Gaudí 's death.