To boost the regions of Barcelona as a tourist destination for the local public. With this objective, the Barcelona Provincial Council has presented the campaign Sense anar més lluny with the idea of promoting quality, responsible, and sustainable tourism. The campaign was presented within the framework of the Catalonia stand at B-Travel, a tourism fair held from this Friday until Sunday at Fira Barcelona, which annually attracts some 25,000 visitors and the main travel agencies, hotels, cruise operators, transport companies, and tourism service companies.
The local market has a significant weight in tourism in the province of Barcelona, so much so that last year it represented 46.6% of visitors to the Barcelona area (excluding the Barcelonès region), a territory that once again exceeded the record of 5 million travelers during 2024. Likewise, hotel bookings for April in the Barcelona region, with the exception of the Catalan capital, have been led by domestic visitors, with 56.6% of rooms occupied. "Proximity tourism is not only a trend but a consolidated reality: the latest data indicate that 28.4% of people visiting the Barcelona demarcation are Catalans," highlighted the Deputy for Tourism of the Barcelona Provincial Council, Ana Herrera.
Tourism that the provincial council wants to promote with this new advertising campaign that includes a new cinematographic-style spot, which has been filmed in spaces in Barcelona, Mataró, Alella, Mura, Pont de Pedret, and Sant Jaume de Frontanyà, cities representative of the variety of landscapes that can be found in this territory. A region made up of 300 municipalities and 12 regions with a great variety of landscapes, ranging from the coasts of Maresme or Garraf, but also mountain areas such as Berguedà; as well as cultural or sports options and even for wine tourism lovers in Penedès.
"More and more people are choosing to travel without going further, rediscovering the richness and diversity of the territory, and this not only helps to de-seasonalize tourism but also strengthens local economies and fosters a more authentic connection between visitors and residents," Herrera emphasized. The slogan Sense anar més lluny defends the idea that you don't have to go much further to discover a rich, diverse territory and experience great adventures.
The campaign targets the local public, with special emphasis on the senior segment, people between 55 and 70 years old, who represent an active type of visitor, with an interest in nature, but also in gastronomy and culture, who seek authentic, varied and close experiences both geographically and emotionally.
Within the framework of the B-Travel fair, the provincial council will also present the offer of the demarcation through different spaces, such as Costa Barcelona, where the charms of Baix Llobregat, Garraf, Maresme, Penedès, Vallès Occidental and Vallès Oriental will be highlighted; in the Paisajes Barcelona space, the offer of Anoia, Bages, Moianès and Osona will be disseminated; and in the Barcelonès space, that of Badalona, L'Hospitalet de Llobregat, Sant Adrià de Besòs and Santa Coloma de Gramenet.