The Destination Barcelona project came about as a result of the tourism policies of the last 20 years that have favoured a process of extending tourism across the region as part of a strategy of territorial rebalancing and socioeconomic development and the influence of the overwhelming success of the city of Barcelona as a tourist destination.
Given this scenario, Destination Barcelona is tackling two main challenges: how to regionally decentralise tourism from the city of Barcelona and consider Barcelona as a destination that goes beyond the administrative limits of the city, and how to articulate a competitive tourism offering beyond the city of Barcelona yet which takes advantage of the values of the Barcelona brand.
The general objective is to take advantage of the current tourism dynamic as an asset for local economic development so that the social, economic and environmental impact of the growth of tourism takes into account regional balance, the redistribution of the wealth generated, the carrying capacity, the creation of jobs and the sustainability of the model itself. The aim is to establish a win-win situation: with the city of Barcelona seeing its tourism offering diversified and increased, and the province of Barcelona improving its tourist positioning through its association with a consolidated brand that is recognised worldwide. This translates into two main working areas: 1. The institutional collaboration between Barcelona Provincial Council, Barcelona Municipal Council and the Turisme de Barcelona Consortium in the fields of promotion, product creation, tourist information and the creation of tourist intelligence that have facilitated a framework of collaboration to progressively align strategies, promotional actions and destination management. 2. The institutional collaboration between Barcelona Provincial Council and local authorities in the province to promote and stimulate regional tourism and hence improve the tourism offering and position it in both national and international markets.
The main innovative aspects of the project are how the cooperative model has allowed public policies to be aligned in a sector with very diverse competences between local and regional administrations, the decentralisation of urban tourism towards the hinterlands, and the consolidation of a regional relationship model to develop tourism aligned with common objectives. The Destination Barcelona model has the potential for being reproduced by other local or second- tier European regional authorities with responsibilities for tourism or in urban tourism destinations in Europe.
Some results show the joint development of statistics and surveys on tourist supply and demand, the creation of a joint Observatory, joint and complementary promotional actions, the inclusion of county-related products on the Barcelona marketing platform, the Barcelona is Much More web portal and the merger of the two Barcelona Convention Bureau, the creation of innovative tourism products, strategic plans for marketing and the economic feasibility of municipal tourism resources and the signage for tourist itineraries. In terms of communications, the creation of the Barcelona és Molt Més slogan (Barcelona is Much More) and its associated campaigns and the creation of regional brands that are also associated with the Barcelona brand: Barcelona Coast, Barcelona Landscapes and Barcelona Pyrenees.
|Award category:||new solutions to complex challenges - supra-local and local level|
|Sector:||Economic affairs, competition, SME|
|Type of activity:|
|Keywords:||Multilevel governance, sustainable tourism, territorial balance, deconcentration|
|Short English description:||The Destination Barcelona project came about as a result of the tourism policies of the last 20 years that have favoured a process of extending tourism across the region as part of a strategy of territorial rebalancing and socioeconomic development and the influence of the overwhelming success of the city of Barcelona as a tourist destination.|
|Organisation:||Barcelona Provincial Council|
|Level of government:||local level|
|Size of organisation:||>100|
|Number of people involved:||>15|
|EU membership:||EU member|