Barcelona to Drop ‘Visit’ Slogan, Wants to ‘End Global Call’ for Tourists

Key Points

• Barcelona's tourism board changes its slogan from 'Visit Barcelona' to 'This is Barcelona' to attract culturally interested tourists.
• The strategy shift follows protests against the negative impacts of mass tourism, with demands for stricter regulations.
• The new campaign launches on August 22, highlighting local festivals, architecture, and attractions.

Summary

Barcelona's tourism board is shifting its strategy by replacing the 'Visit Barcelona' slogan with 'This is Barcelona,' aiming to attract tourists interested in the city's history and culture rather than promoting mass tourism. This change follows recent protests against the negative impacts of mass tourism, including demands for stricter regulations on short-term rentals and better working conditions in the industry. The new campaign, launching on August 22, coincides with the America's Cup sailing competition and includes advertisements highlighting the city's festivals, architecture, and other local attractions.