Barcelona to be Promoted in EU

Otto I. Eovaldi

Turisme de Barcelona is embarking on a marketing tour to improve the self confidence of the European market, which is Barcelona’s main inbound industry, and one of the Catalan capital’s best-set up mature markets. 

The tour will pay a visit to six countries and ten cities where it will be presenting the destination’s new attractions and reconnecting with the main brokers and prescribers from the tourism sector who have been residing with the penalties of the pandemic and journey restrictions for the previous two decades.

84% of visitors who check out Barcelona appear from all around the world, and 65% are from Europe (EU and other international locations). These figures are confirmed calendar year immediately after calendar year. In accordance to the latest info, a few out of every single 5 Europeans are intending to journey in the initially 6 months of 2022. Additional specifically, 66.3% of Europeans are preparing on going on a excursion inside of their very own nation or in Europe. The principal reasons for journey are as follows: city breaks (15%), to appreciate the superior weather, sunlight and beach locations (15%), and tradition and heritage (13%). Only 30% have unique ideas in position, when the relaxation are nonetheless earning their minds up, indicating that very last-moment bookings are turning into more popular. The simple fact that the average age of website visitors submit-pandemic is younger (down from 36 to 30 on common) is the significant aspect of the current predicament. In accordance to the origins of the flights to Barcelona airport, the countries that journey most regularly to the metropolis are France, Italy, Germany, the United Kingdom and the Netherlands. The typical size of stay has modified, from 4.8 days to 3.4. The greatest-paying countries are Germany, the United Kingdom and the Netherlands.

As much as the coming months are concerned, Google lookups in the very last 7 days of February and the initially 7 days of March ended up large, and France was the European market place that showed the most interest. In Europe, about 25% of queries for Barcelona ended up from the Spanish marketplace, followed by France (2.3%), Italy (1.8%), the United Kingdom (1.4%) and Germany (1.4%).

28.5% of searches for lodging done in March for bookings in April had been from Spain, followed by France (10.7%), the United Kingdom (9.3%), Germany (8.5%) and Italy (6.9%).

Turisme de Barcelona will be presenting alone to every single market place with a certain provide tailor-made to the country’s profile, ranging from culture and character to browsing.


Turisme de Barcelona will be kicking off its tour in Germany, where by it will be giving shows to vacation trade gurus, travel agents and other prescribers, as well as the typical and specialised push in Frankfurt and Berlin. The German industry ranks fifth in phrases of vacationer numbers, soon after people from Spain, France, the United States and Italy, with a 5% current market share of complete tourist figures. General, Germany is a really significant inbound sector, coming 3rd in the environment rankings, just after the United States and China, and operates non-end flights with 7 German cities. In 2021, 160,614 German holidaymakers visited the city and represented 510,000 right away stays in lodges. They are travellers who know the city: 55.8% are repeat readers and 27.1% have visited extra than four occasions. Most of them vacation by aircraft (89.2%) and charge the city’s architecture, climate and culture the most remarkably.

In conditions of paying, Germany ranks better than average, with a full of somewhere around 340.8€ for each man or woman, per remain (regular metropolis invest: approximately 296.7€).

Turisme de Barcelona will be presenting alone up coming week in Germany with the younger market in brain (33 many years of age) that currently is aware of the vacation spot. It will be showcasing a portfolio of new attractions focusing on tradition and a huge array of leisure and nature functions across Catalonia, which includes wine tourism and sport.

The Moco Museum is 1 of the most crucial new visitor sights that will be travelling with the consortium as a associate. This new contemporary and up to date art venue in the Born neighbourhood opened this year following its achievements in the Netherlands. Literary Barcelona is one more of the new capabilities the consortium will be presenting to the German current market, with the important Frankfurt Guide Fair in brain. The town gives a number of literary trails as well as other cultural attractions, this kind of as audio. This 12 months, Barcelona will be marking the 175th anniversary of the city’s opera house, the Liceu, and
commemorating the extra than 23,800 performances it has hosted from 1847 to the agreement recognized with French railways, SNCF, for the Barcelona-Paris-Seville programme is specially sizeable.

United Kingdom

The searching segment has turn into significantly critical for the British current market. Following Brexit, it has become a single of the marketplaces that reward from tax absolutely free browsing. Turisme de Barcelona will be concentrating on this aspect in its shows in London and Manchester. The United Kingdom accounts for 3.6% of the market place share (115,525 tourists in 2021). Site visitors are young (aged 35), vacation by airplane (88.7%) and stay an average of five days. It is a market place with higher concentrations of expending (with each other with Germany and the Netherlands) averaging 329.1€ for each continue to be. With this in thoughts, the consortium will be presenting the 200th anniversary of Passeig de Gràcia with its cultural and retail give.


Turisme de Barcelona will be visiting the Italian metropolitan areas of Milan and Rome in the second half of the year. It is a really essential market and ranks second in phrases of industry share, after France, in resort stays (5.3%). Much more than 50 % (51.7%) are repeat readers and most of them travel by aircraft or train. The common age of Italian people is less than 30 and they stay for five days.

The Netherlands and Belgium

The tour will conclude at the conclude of the calendar year with the Netherlands and Belgium (Amsterdam and Brussels). Each markets are very well acquainted with the metropolis. 67% of Dutch visitors have been to the metropolis before. Most of them travel by aircraft (60%) but a considerable selection also push (11.%). The normal age is 31, they vacation alone and spend 349.9 € for each man or woman throughout their continue to be (6 days), producing them the highest- spending nation amongst the six European places the consortium will be visiting.

The Belgian marketplace is pretty smaller, and accounts for just 1.8% of the market place share. Having said that, Belgians travel commonly and are repeat guests (58.9%) who like Barcelona (score of 8.55), travel as a few and remain in accommodations (63.3%). 

Companions: Vueling and Moco

The tour is being carried out with the help and guidance of two strategic associates in these marketplaces: Vueling and Moco Museum.

Vueling is the top airline at Barcelona airport and operates 62 European routes, covering 30 international locations and 118 destinations. It presently flies to seven German towns, with fourteen flights to Berlin. The airport flies to seven towns in France and operates 30 flights to Paris. Vueling doubled the amount of routes to the United Kingdom in 2019 and now operates 57 flights. Vueling runs seven flights to Manchester every week.

The Moco Museum is a person of Barcelona’s new cultural points of interest. It opened on Carrer Montcada in Oct last yr at the top of the pandemic and has been really well received by locals and visitors alik
e. An unbiased and inclusive museum, which is an initiative of the Dutch collectors Lionel and Kim Logchies, it specialises in contemporary and modern art and showcases is effective by Andy Warhol, Basquiat, Banksy, Salvador Dalí, Haring and Murakami. Immersive digital artwork is also well represented and there is a space dedicated to the non-fungible token – NFT – phenomenon. Its purpose is to show functions that
develop activities, fireplace the creativeness, expand perspectives and query our surroundings. The Moco Museum in Amsterdam opened in 2016 and gets about two million guests from a lot more than 120 nationalities. It has become a gateway to the world of artwork for a mostly younger audience who are making their initially forays into artwork and museums present day. The visible arts and current museum exhibitions will aim on the celebration of Picasso Yr in 2023 and the city’s tenure as the 2026 Globe Cash of Architecture.

The Barcelona of science and know-how, sustainable Barcelona and the region’s wine tourism present are other new additions that will entire the narrative for repeat visitors and concentrate on new profiles of price. The presentation will also focus on Turisme de Barcelona’s new Workation programme intended for electronic nomads, a escalating sector, which is particularly critical in France, Belgium and the United Kingdom, with an age range of 24 to 34.


The tour dates carry on in France, the initial intercontinental market place in conditions of accommodation (14.3% of the share). In early June, the consortium will be checking out Lyon and Paris with the same displays personalized to the profile of French readers. They account for the highest customer figures to the Catalan funds (61.2% visit Barcelona again), have an desire in lifestyle (rating of 8.76) and architecture (score of 8.90) and travel by aircraft. However, contrary to the German and British marketplaces, French people are more inclined to travel by vehicle (21.6%) and train (9%). In this regard, the co-internet marketing

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