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In response to escalating anti-tourism protests which TDM had reported earlier this month, Barcelona’s Tourism Office is retiring its decade-old slogan, ‘Visit Barcelona.’ The new campaign, set to launch on August 22 to coincide with the America’s Cup preliminary regattas, will introduce ‘This is Barcelona’ as its fresh identity.
The 2009 slogan, ‘Visit Barcelona,’ was initially designed to promote the city broadly. However, the new motto signifies a shift towards emphasizing quality over quantity in tourism, reflecting the city’s commitment to a more refined and authentic representation amidst ongoing concerns over over-tourism.
Shifting Focus Amid Protests
The change comes at a time when Barcelona is grappling with significant public backlash against mass tourism. Earlier this month, around 3,000 protestors took to the streets demanding stricter measures to curb the impact of tourism on local life. These demonstrations, part of a broader movement, have included calls for bans on short-term rentals and a reevaluation of tourism promotion strategies.
Tourism Data and Local Sentiments
Recent data underscores the rising tensions surrounding tourism in Barcelona. The Statistical Institute of Catalonia reported that 2 million tourists arrived in Catalonia in May 2024, marking a 5.9% increase compared to the previous year. This influx has fueled local frustrations, as many residents feel overwhelmed by the growing number of visitors.
A New Era for Barcelona’s Tourism
Barcelona’s Tourism Office aims to redefine the city’s image with its new slogan, reflecting a shift towards celebrating its distinctiveness rather than just increasing visitor numbers. This strategic pivot is part of a broader effort to manage the impacts of tourism while preserving the quality of life for residents and enhancing the visitor experience.
As the city braces for another busy summer season, the introduction of ‘This is Barcelona’ represents a pivotal moment in its tourism strategy, aligning with both the evolving preferences of travelers and the demands of its local communities.
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