Skift Take
Barcelona is pivoting away from mass to quality tourism promotion in the wake of local outrage and pressure.
Barcelona’s tourism board is replacing its 15-year-old slogan ‘Visit Barcelona’ with ‘This is Barcelona.’
The change in language marks a shift in strategy: Turisme de Barcelona had been promoting mass tourism – now it aims to specifically attract tourists interested in the city's history and culture.
"We put an end to a global call for them to visit us, and we do a step forward in highl