2020 Action Plan Approved
The Plan focuses on North American and neighbouring markets while retaining a presence in more than 30 source markets.
21-02-2020 | Turisme de Barcelona
The Turisme de Barcelona Board has approved the 2020 Action Plan with an allocated budget of 15.3 million and new additions, such as the inclusion of the science and technology sectors, as well as the metropolitan area, while seeking to attract more members to the consortium.
Turisme de Barcelona will be taking part in promotional events in over 30 source markets, focusing on two in particular: North America (Canada, USA and Mexico) and the domestic market (Spain and Catalonia), without forgetting mature, neighbouring markets that guarantee stability.
The consortium will continue working with segmented markets and on the microsegmentation of target groups. It will also boost the direct participation of Turisme de Barcelona's member companies through workshops and training sessions with the involvement of creative industries as the main actors. In addition to securing congresses, this year the Barcelona Convention Bureau (BCB) will be implementing the Barcelona Legacy project to boost the social return of business tourism and its multiplier effect on other economic sectors.
As far as target groups are concerned, special focus is being placed on the LGTBI segment. The consortium will also be targeting specific segments including academic, accessible and responsible tourism. Religious and scientific tourism are some of the new additions to the Action Plan that will also focus on wine and food tourism, while taking advantage of the fact that 2020 is the Year of Sports Tourism.