Barcelona wants to prove that it is a safe, interesting, sustainable and quality city. The consortium dedicated to the promotion of the city, Turisme de Barcelona, presented its plan to achieve this on Tuesday: a campaign that will cost 2 million euros and will be developed in four phases. It will start by attracting the local public and end, if all goes well, with a call for international tourists in the last months of 2020 and the first months of 2021.
For the first stage, a website has been designed called Viu Barcelona Marketplace, which shows various proposals for experiences “especially for the city’s residents”, said Marian Muro, general director of the consortium. In addition, there is an application developed by the RACC that adds to the list of activities information on mobility in Barcelona and, for example, indications on where to find a place to park. The idea, in short, is that during the summer economic activity will recover through local consumption.
Mass tourism will survive the covid-19
In parallel, a second campaign has been designed, which should last until the end of the year, dedicated to promoting the city both in the internal market and in neighboring European countries. Once the summer is over and also until the end of the year, the movements will focus on reaching tourists from the rest of Europe and some selected long-distance countries. Specifically, work is being done to attract people living in Southeast Asia and China. “If our forecasts don’t fail they will be the first markets to reactivate,” Muro justified. Among other things, he said, this visitor leaves a large expense in the city. “If we want to have this audience in 2021, we need to activate the promotion in time,” he added. They will do the same with the United States, in this case through alliances with airlines such as American Airlines, with whom they are already working to close a deal.
In fact, according to Jaume Collboni, the city’s first deputy mayor, one of the keys to the plan is the alliance with 150 companies and operators, including Renfe and Vueling, for example. “This sector generates 12% of the city’s wealth and, in terms of jobs, employs 90,000 people,” Collboni defended. “Barcelona can lead the global urban tourism of the future,” he said. “We’ve done it for the last 20 years and we can do it again in the next 20 years,” he insisted.