Main image credit: Miriam Espacio, miriamespacio
You mentioned you’re working on an action plan for next year. What can we expect in Catalonia?
Yes, exactly. We see this as the perfect moment to share what’s coming. Barcelona has been named World Capital of Architecture by UNESCO for 2026, so our main focus will be culture and architecture. Catalonia has such a rich architectural heritage, especially linked to modernism, so we’ll be highlighting that.
Every year, the Catalan Tourist Board chooses a theme. For 2026, our theme is Culture, inspired by Barcelona being World Capital of Architecture and the Gaudí centenary. But culture for us goes beyond buildings and museums; it’s also gastronomy, traditions, and unique experiences like the human towers.
Will there be special events around Gaudí?
Yes! 2026 will be the International Year of Gaudí. There will be a wide range of events and exhibitions across Catalonia, not only in Barcelona but also in places like Costa Dorada. One highlight will be the completion of the tallest tower of the Sagrada Família, expected in June 2026 — a major milestone for us.
Apart from architecture, are there other cultural initiatives planned?
Definitely. Barcelona has just launched its Art Season project, starting with a winter edition that featured numerous exhibitions and cultural events. This cultural programming will continue throughout the year
On August 12, 2026, Catalonia will be one of the regions where a total solar eclipse can be experienced. Some companies, particularly in the Pyrenees, are already designing full-week experiences that combine the eclipse with other local activities. This has generated a lot of excitement, especially from the US market, where eclipse tourism is hugely popular.
Catalonia was named World Region of Gastronomy for 2025. What does that mean in practice?
Yes, that’s right. For 2025, Catalonia was awarded World Region of Gastronomy. This year we’ve been focusing strongly on wine and food tourism. To give you an idea: we have 62 Michelin-starred restaurants, 12 wine Denominations of Origin, and one for cava.
We also launched, for the first time, a campaign called “The Best Gastronomy in the World”, which brings together everyone from producers to Michelin-starred chefs to small family-run restaurants, all showcasing the richness of Catalan cuisine.
In addition, the Roca brothers opened Espai Roca, a new event space that further highlights our gastronomic leadership. And we’ve created a dedicated landing page where visitors can find everything related to gastronomy in Catalonia, from culinary workshops to tours with DMCs.
Are there any dishes you recommend visitors try beyond the Michelin-starred scene?
One very traditional dish is calçots. They’re similar to spring onions or leeks, grilled over an open flame until charred, then peeled and dipped in a delicious sauce. Calçotadas, the festivals where they’re served, usually happen in February and March, and are a wonderful cultural experience. If visitors can combine that with seeing the human towers (castells), they’ll get a true taste of Catalan tradition.
Sports are also important for Catalonia. What’s happening on that side?
We’re developing new cycling routes across the region, in collaboration with content creators, to promote road trips and cycling tourism. The great thing about cycling here is that it combines easily with culture, gastronomy, and even astronomy.
In addition, the Tour de France 2026 will start in Barcelona, with three stages passing through Catalonia:
- Stage 1 in Barcelona,
- Stage 2 to Tarragona and the Costa Dorada,
- Stage 3 up through the Pyrenees into France.
We’ll be organising related events along the way.
The Camp Nou stadium of FC Barcelona will reopen in September 2026. After years of renovation, its grand inauguration will be another huge event for us.
Let’s talk about the UK market. How are visitor numbers and what’s your strategy?
The UK is a very important market for us, with just under two million visitors annually. Numbers have been steady rather than growing, but that’s exactly our strategy: we’re not chasing volume, we’re focusing on quality tourism. We see visitors as guests, not tourists; people who stay longer, spend more, and really experience Catalonia.
We’re also encouraging them to explore beyond Barcelona and to visit other regions. Plus, we’re trying to spread visits across the year, not only in the summer, so winter trips and off-season travel are strongly encouraged.
So if you want UK visitors to go beyond Barcelona, what are your key recommendations?
It depends on the time they have. For short city breaks, we recommend Girona, Tarragona, and Reus, all easily accessible by high-speed train or with international airports. For longer stays or more active travellers, the Pyrenees are ideal for hiking, riverside activities, and culture.
We also love to highlight Terra Alta in southern Catalonia. It’s less known internationally, with mostly local tourism, and offers a very authentic experience, perfect for visitors who want something different.
What selling tips would you give UK travel agents for 2026?
First, make use of the resources we provide. The Catalan Tourist Board has excellent materials, including the Grand Tour of Catalonia website, which highlights the key experiences and provides useful contacts.
Second, understand how easy it is to travel around. For example, it takes me longer to get from my home to my office in London than it does to travel from Barcelona to Girona by high-speed train in just 30 minutes. Once agents explain how quick and simple it is to reach other cities, clients will see how much more of Catalonia they can experience.
For major events like the solar eclipse or Tour de France, early booking is essential to guarantee availability. Interest is already very high, particularly from the U.S. but also from the UK.
Are you planning any fam trips or training for UK agents?
Yes. We regularly organise presentations across the UK, especially in cities with new flight connections. For instance, we’re holding an event in Edinburgh this month to highlight family tourism, tied to a new route.
We’re also exploring more online training platforms to make it easier for agents who can’t attend live events. And yes, we are planning fam trips, particularly linked to culture, likely in April, though exact timing will be confirmed soon.
