9 out of 10 of tourists have felt welcomed by the locals by the local population during their stay in the Barcelona region

The typical profile who has visited the Barcelona region in 2025 is that of a man (62.9%), with an average age of 44.2 years, with university studies (58.7%), and working as a salaried employee (64.7%). Despite the increase in international tourism, almost half of the surveyed tourists are residents of Spain (45.2%).

The hotel continues to be, once again, the type of accommodation most used by 50.3% of tourists in the Barcelona region, followed by campsites (17.2%) and private homes (with friends, relatives) (15.7%). The average stay in the region is 5.0 nights.

The plane has again positioned itself as the main means of arrival (43.9%), followed by private vehicles (37.2%) and the train (8.8%). Travel planning is mainly by the information they find on websites (47.9%), with Booking being the most used, and by their friends or relatives (21.3%). Transport is mostly hired through the company’s website (59.9%), while accommodation is mainly hired both through the company’s website (36.2%) and OTAs (online travel agencies)) (30.0%), with Booking and Airbnb being the most used in both cases.

Leisure is the main reason for travel (60.5%), followed by those who come for professional reasons (20.3%) and personal or other reasons (19.2%). These visitors are almost evenly split between first time visitors (51.3%) and repeat visitors (47.7%).

The average expense of the whole trip stands at €665.12 per person, a similar value to that of 2024. This amount is distributed as follows: €218.90 on round trip transport, €231.09 in accommodation (€53.97 per person per day), and €215.13 in other expenses during the stay (€49.33 per person per night), with more than half of this last category spent on food and drink.

Most tourists who stay overnight in the region visit local attractions within the same region, notably the city of Moià (65.7%), Vilafranca del Penedès (56.0%), Igualada (37.6%), and Vic (36.1%), as well as specific sites such as the Toll Caves (43.8%), the beaches of Baix Llobregat (41.2%), or the Gran Via Fair (36.9%). During their stay, the popular activities in the Barcelona region have been shopping (48.5%), going to the beach (45.3%), and cultural visits (45.0%).

Additionally, 35.9% have made excursions without staying overnight from the municipality where they are staying in the Barcelona region, with Barcelona city being the main destination of these excursion (24.7%). Gastronomy plays a key role in the tourist experience, as 44.3% of visitors have come to eat in a Spanish cuisine restaurant, 41.9% in bars or coffee shops, and 39.2% in a supermarkets or markets.

The overall rating of the region is 8.5 out of 10, the particular highlights being the character and friendliness of the people (8.7), personal security (8.7), and accommodation (8.6). 89.2% of tourists felt welcomed by the local population, 56.3% believe that there are not too many people for sightseeing, and 53.8% think prices are not too high in relation to quality.

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The Profile and Habits of Tourists in Barcelona region 2025 has been undertaken thanks to 6.212 surveys to visitors aged 18 and over that stayed overnight in the region of Barcelona in the months of January to December 2025 in any type of accommodation other than a second home or a cruise, with the aim of getting to know better the profile and habits of travelers during their stay in the region.

More information:

• Taules d’Individus del Perfil i Hàbits del Turista a la Destinació Barcelona 2025
• Report on the Profile and Habits of Tourists in Barcelona region 2025