Objectives and strategic linesa) To boost the financial impact of the sector and to attract tourists with high spending power;
b) To promote its own identity as a tourist attraction;
c) To reconcile tourists/local community;
d) To ensure the geographical and multisectorial distribution of tourism;
e)To strengthen the public-private promotional model.
Over the past few years, new phenomena have characterised tourist activity and new needs of the city. In this regard, we have defined as our strategic lines, culture, meetings tourism; cruises; the city's retail offering; gastronomy; sport tourism; the constant improvement of the network of information points; the participation of the business world o the creation of new attractives, among others.
- Institutional responsibility
Barcelona Municipal Council is one of the two governing institutions of Turisme de Barcelona. Its affiliation to local government is a conditioning factor of the Consortium’s work. In this regard, Turisme de Barcelona, is more than a company, as its dependence on the Municipal Council confers on it a high level of social and institutional responsibility. The general interests of the town and its community certainly carry weight within the Consortium.
It is in this context that Turisme de Barcelona combines strictly business criteria with considerations that have more to do with social needs and the community. For instance, it works to achieve a balance between tourist activity and everyday life in the city. And it is concerned about making the most of and consolidating the perfect complementarity between meetings and holiday tourism in Barcelona. It also has an interest in providing reliable tourist information about the city’s landmarks for different groups of people with special accessibility needs.
It works on a priority basis for the geographical distribution and multi-tourism benefits, as well as strengthening the international image of Barcelona as a economic engine for the city.
- Member's programm
At the heart of Turisme de Barcelona there are a number of members’ clubs which bring together, through quotas, private companies and bodies operating within a specific area. They consist of in-house programmes made up of business tourism representatives from Barcelona (Barcelona Convention Bureau), the retail offering (Barcelona Shopping Line), restaurants (Barcelona Gastronomia), sports (Barcelona Sport) and for positioning Barcelona as a luxury destination (Barcelona Premium).
The Barcelona Convention Bureau works in association with 333 companies to attract congresses, trade fairs, conventions and incentive trips. he Barcelona Shopping Line works, with the backing of 175 retail outlets, to consolidate Barcelona’s position as a world-renowned shopping city. Barcelona Gastronomy highlights the city’s reputation as a culinary hotspot with the direct involvement of 153 restaurants. Barcelona Culture and Leisure brings together the city’s cultural and recreational offering which is so highly valued by tourists from around the world, meanwhile Barcelona Sports promotes the 15 to 20 international sporting competitions on the city’s yearly sporting calendar. Finally, Barcelona Premium promotes Barcelona’s tourism offering geared to the segment with the highest spending power.
Turisme de Barcelona carries out 350 promotional actions a year. The Consortium bases itself on a series of objectives and priorities to carry out promotional activities in specific markets, either sectorially or countries. This means that, every year, we decide what to focus our promotional activities on, in a process which, logically, responds to specific information and the overall knowledge of the sector.
In order to determine the area, intensity and timeliness of each action, Turisme de Barcelona uses the official statistics and studies about tourism carried out at every level of local government; statistics on tourism activity in the city; direct knowledge of the sector through the business community involved in running the Consortium, the activity report about Visa and Mastercard international credit cards, which documents spending in Barcelona by each country, and other aspects.
The general lines of action of each year are included in the Roadmap, which summarizes the activity of the company. Likewise, the Business Plan contains 25 indicators of management and market to assess the evolution of both the body and the same sector.
- Segmented promotion
Since it was founded, Turisme de Barcelona has carried out a segmented promotion of the Catalan capital. The Consortium has foregone major worldwide advertising campaigns, with Barcelona as their sole, predominant focus, in favour of promoting in the relevant forums each of the facets that may prove to be of interest. In other words, the promotion has focused on segments of activity based on different typologies of tourism. It also has specific structures to work on meetings tourism, shopping, gastronomy, and for luxury tourism., and is also geared to cultural tourism in particular, cruise passengers, gastronomy and gay tourism, among others.
This promotion takes into account the priority given to each national tourism market, with the countries most likely to send more tourists to Barcelona. For instance: United Kingdom, United States, France, Germany, Italy and the so-called emerging markets, such as China and India.
In addition to carrying out promotional events segmented according to the different market niches and by country, in recent years the tourism consortium has also embarked on promotional initiatives for its end public and consumers. We have tried to reach them, for the first time in the history of the organisation, through groups of interest that have been previously selected.
- Social and environmental responsibility
In addition to fulfilling the tasks and objectives that fall within our remit, as the body responsible for promoting the Catalan capital as a tourist destination and a semi-public organisation, Turisme de Barcelona is firmly committed to socially responsible initiatives. By working towards social action, the consortium has made an active contribution based on economic and material donations, which benefits the Barcelona and Catalan community as a whole, through the Fundació Arrels, La Marató and Ajuda en Acció, as well as the rest of the world, through its work on international emergency relief campaigns. An important example was Barcelona Opportunity Week (2010-2012), a charitable initiative which donated some of its proceeds to different ONGs in the city.
Our commitment to the environment is a second line of responsibility. In addition to setting up the specific programme Barcelona Sustainable Tourism in 2012, Turisme de Barcelona has implemented a series of resource-saving measures: the consortium is committed to recycling (ink cartridges, CDs, glass, batteries, paper, cardboard, plastic, organic matter, mobile phones, office material and computer equipment), energy saving (using the right type of computer equipment and environmentally friendly office materials), prioritising the use of public transport and bicycle couriers. In addition to this, the consortium has also organised specific workshops about the environment as part of its Esmorza amb Turisme de Barcelona (Breakfast with Turisme de Barcelona) initiative.
Contact Barcelona Turisme
[+34] 933 689 700
[+34] 933 689 701
[+34] 933 689 701