Last Thursday, July 10, the presentation day of the new Visitor Marketing Strategy 2025–2028, promoted by the Catalan Tourist Board, was held in Barcelona, ​​under the slogan ‘(+) Catalonia, better tourism’. The new roadmap, with a horizon of 2028, is committed to a more conscious, sustainable tourism aligned with the well-being of local communities, and represents a paradigm shift in the way the country wants to relate to its visitors.

One of the round tables included the participation of the vice-president of FC Barcelona, ​​Elena Fort, who explained how the current Board of Directors is working to recover and project the founding values ​​of the Club, and how this philosophy is also transferred to the Espai Barça project. In her speech, Fort highlighted that the new Espai Barça wants to become a fully integrated element in the city of Barcelona, ​​eliminating physical and functional barriers to open up to the residents of the Les Corts neighborhood and at the same time creating a friendly and welcoming environment for visitors who come from all over the world.

“The cornerstone of the project is emotions,” said Fort, recalling that FC Barcelona is not only an internationally renowned sports entity, but also a fundamental tourist asset for the city and the country. In this sense, the Club wants to continue to be a meeting place, identity and cultural attraction, contributing to a visitor economy that generates economic, social, environmental and cultural value.

With this participation, FC Barcelona reaffirms its commitment to a vision of tourism that respects the territory and makes it a participant in its benefits, and highlights its role as a reference that projects Catalonia to the world.