Travel Weekly recently caught up with Raül Guerra, the APAC regional director of the Catalan Tourist Board, to discuss his plans for putting Catalonia firmly on the map of Aussie travellers.

Check out his words of wisdom below!

Travel Weekly: Where does the Australian market sit for you?

Raül Guerra: Australia currently is the number 1 market out of Asia Pacific for Catalonia this year and therefore a key focus for us. Australians appreciate the focus we are promoting is a gastronomy experience, culture, art, and to travel to Catalan during the shoulder or low seasons where you still have beautiful weather without the crowds.

TW: What do you hope to achieve from increasing tourism? (other than economic benefits)

RG: Whilst numbers of visitors are important they are not our main focus. Our strategic priorities are on increasing the quality of the visitors. We like to consider and measure the environmental and social and economic impacts of tourism, and so spreading the travel across the year helps protect the environment and contrives to support our communities during the year who rely on tourism economically.

TW: What kind of tourism do you want?

RG: We want to turn tourism into a sustainable and regenerative tourism where integration of interests of both residents and visitors are co created into a tourism product. This requires active learning from both residents and visitors and awareness of the visitor about the reality of the place they visit (social, nature and productive). For example, an off-season visitor who travels outside of Barcelona and participates in an eco-gastronomy experience, who learns about the challenges of the local community, returns home having had not just a lovely holiday but a transformative experience.

TW: Who are your current tourists?

RG: Our main market is Europe and of the over 20 million international visitors we receive, almost 50 per cent come during the summer-time. Their destination is Barcelona and specific locations in the seaside. Their main motivation for visiting Catalonia is to enjoy the nice weather and the beautiful seaside.

If we look at the APAC market, the picture is totally different and arrivals are balanced all year around, there is a strong interest in art and culture and a passion for food and wine and the travellers have interests for other destinations rather than Barcelona and crowded beach areas.

TW: What are their impacts, positive and negative?

RG: The main challenges we face are over-tourism in specific areas, residents not being involved nor benefiting from tourism and the management of environmental footprint.

Of course, the positives of tourism are economic as it represents more than 10 per cent of our GDP. It also contributes to attract foreign investment and promotes our exports. It promotes a significant cultural exchange for our community which brings better connectivity with the world.

TW: Who you would like to see in greater numbers?

RG: Definitely, more Australians! You travel in our winter, you love food and wine, you are open to explore the destination outside the crowded areas, your expenditure is almost triple than international average and you stay long and have more chances to interact with local residents.

TW: What other news would you like the travel trade to know about/ be aware of?

RG: We have a wonderful product called the Grand Tour of Catalonia (a circular itinerary all around the region) and of course Americas Cup in Barcelona next year, as well as the Anniversary of Picasso’s death.

Finally, the anniversary of Domenech i Muntaner, the architect of UNESCO World Heritage buildings in Barcelona and mentor of Antoni Gaudí.

Other spots, events and cultural experiences Guerra recommends travellers visit are listed below:

• Regenerative tourism and initiatives based on regenerative tourism: Casa Leonardo, Gratitut Pallars, The Inout Hostel.
• Media guide about the Grand Tour Catalunya (enclosed).
• America’s Cup in Barcelona 2024.
• Regarding sailing, Girona and Costa Brava, is one of the best areas. It is the region where I come from and has the beautiful seaside and historical and medieval cities.
• Picasso’s 50th anniversary.
• 2023: Commemoration of the Year Lluís Domènech i Montaner, the mentor of Antoni GAUDÍ.
• Torre Glòries, the new and tallest 360º observatory in the city of Barcelona (enclosed).
• Luxury wineries: Familia Torres, Llopart, Wine and CAVA producer with a history from 1385, Codorniu, CAVA producer with a modernist architechture by the wineyards, Castell de Perelada, luxury hotel (Castle) surrounded by wineyards, Terra Domincata, a winery eco-resort.