Catalonia is preparing to make cultural tourism a central pillar of its strategy for 2026, as Arantxa Calvera, general director of the Catalan Tourist Board, highlighted at the WTM London 2025 exhibition.
“Cultural tourism attracts a curious and respectful audience, people who are interested in getting to know the place, its people and its traditions in depth,” said Calvera. “In Catalonia, culture is not limited to art and architecture – it is a living expression that reflects the way we live and connect with the world.”
The living culture of “castellers”
The central symbol of this approach are the “castellers”, the traditional human towers that are erected at festivals and events throughout Catalonia. “These towers express fundamental values ??of our society: trust, solidarity, patience, perseverance, strength, balance, camaraderie and humility,” Calvera stressed.
These impressive demonstrations take place every weekend in the summer in various towns and villages in the region, offering visitors an authentic experience of participating in the living cultural identity of Catalonia.
A landmark year for Barcelona
2026 is shaping up to be an extremely important year for Catalonia and Barcelona, ??which has been declared a UNESCO World Capital of Architecture. The event coincides with the completion of the tallest tower of the Sagrada Familia in June 2026 and the 100th anniversary of the death of Antoni Gaud?, which will be commemorated with a number of events.
In addition, the city will host the start of the Tour de France for the first time in July, while FC Barcelona’s new Camp Nou stadium, with a capacity of 104,000 spectators, will be inaugurated in September.
In August of the same year, the area will also become a reference point for nature lovers, as a total solar eclipse will be visible in cities such as Lleida, Tarragona, Reus and Salou.
New experiences for nature lovers and cyclists
The Catalan Tourist Board also presented a new digital platform for bird watching, aiming to boost sustainable rural tourism. At the same time, the 2,500-kilometer route of the Grand Tour Catalonia – Gravel Edition, aimed at experienced cyclists and adventure lovers, will be announced in the near future.
Gastronomy as a tool for development
Although Catalonia’s term as World Region of Gastronomy 2025 is coming to an end, Calvera stressed that its legacy will continue. “Catalonia seeks to consolidate its position as an internationally recognized gastronomic destination, with an identity based on local products, its land and its people,” she said.
This initiative has strengthened collaboration between farmers, fishermen, chefs, producers, scientists and educational institutions, creating a stable network of innovation and talent development. “Our aim is for this recognition to be the springboard for a new phase, where Catalan gastronomy will continue to act as a lever for economic growth, social cohesion and pride,” he added.
With a combination of culture, gastronomy, natural beauty and international events, Catalonia seeks to establish itself as a destination of experiences – a place where the visitor does not simply observe, but actively participates in a way of life that reveals the soul and values ??of the region.
