The main conclusions of this report are presented below, according to the different sections that correspond to the specific objectives of the study.

• The plane has repositioned again as the most used means of transport to reach the Barcelona city (80.8%) and the hotel as the preferred accommodation for tourists (55.4%).
• The average of times that tourists had been before at the city decreased slightly compared to the previous year (3.7 times).
• Most tourists visited the city as a couple (36.2%) and for leisure and vacation reasons (66.4%).
• As in the previous year, the purchase of the arrival transport was made mainly through the company's website (74.3%) and the hiring of accommodation, through OTAs (online travel agencies) (61.8%).
• The average tourist expenses have increased with respect to the last 5 years, reaching a total value of the average expense of €1,175.27 per person.
• During their stay, tourists mainly travelled on foot (44.7%) and by metro (28.1%), the most visited place have been the Rambles (80.9%) and Catalonia Square and Passeig de Gracia (80.0%) and the most popular activity was making cultural visits (79.0%).
• The tourist values ​​the city as a whole with a 8.7.
• 62.5% have chosen to eat in a Spanish cuisine restaurant during their stay.

 

Sociodemographic profile

The typical tourist profile who has visited Barcelona city in 2024 is that of a man (65.3%), with an average age of 36.2 years, of international origin (86.2%), with university studies (74.3%) and working as a salaried employee (63.4%).

Once again, the international market has led the ranking of origin of tourists to the city of Barcelona, reaching a market share of 86.2%. Noteworthy that Italy, the United Kingdom, France, the United States and Germany are the international countries with the most visitors to the city of Barcelona.

 

Characteristics of the stay

The hotel continues to be the type of accommodation most used by 55.4% of tourists in Barcelona city, followed by Homes for Tourist Use (HTUs) (16.3%), private homes (with friends, relatives) (14.1%) and youth hostels (11.3%). The average stay in Barcelona city in 2024 is 4.6 nights, lower than in the last 5 years.

 

Reason and characteristics of the travel

Despite losing market share, vacation or leisure continued to be, once again, the main reason for tourists coming to Barcelona city (66.4%), followed by those who do so for professional reasons (20.5%) and for personal or other reasons (13.1%). Among the professional travelers who have attended a professional event, those who have done so to attend a congress or conference stand out (75.2%).

Once again, the number of tourists who had previously visited the city decreased slightly with respect to the previous year, reaching a value of 47.7%. These repeat visitors have visited the city an average of 3.7 times in the last 10 years. It should be noted that 3/4 of these repeat tourists have changed some aspect of their trip with respect to their last visit, with the places visited, activities and accompanying persons being the main changes experienced by more than 50% of these tourists.

In terms of travel group, with an average of 3.6 people, travel as a couple continued to be the most frequent group of travel (36.2%), followed by who traveled alone (29.6%) and with friends (16.5%).

 

Travel planning

57.0% of tourists are guided by the information they find on websites, 29.8% by the information provided by their friends and relatives and 23.5% have consulted a social network or blog to plan their visit to Barcelona. On the other hand, the purchase of the arrival transport was made mainly through the company's website (74.3%) and the hiring of accommodation, through OTAs (online travel agencies) (61.8%).

In 2024, the plane has been once again the most used means of transport to reach the city (80.8%), followed by the train (11.5%).

Regarding the decision to choose the trip, 21.8% decide to come to Barcelona in the last month before the trip, 23.7% between 1 and 3 months before and 21.6% between 3 and 6 months before. They hire transportation and accommodation with the same time in advance (22.4% and 25.2% for transport and 24.1% and 24.9% for accommodation for one month and 1 and 3 months respectively). Finally, it should be noted that although 24.8% of tourists hire the activities to be carried out during their stay once they have arrived in the city, 31.7% of them do not contract any type of activity.

 

Expense

In 2024, the average expense of the whole trip per tourist has increased by 7.3% compared to previous years, reaching a value of €1,175.27: €380.46 in round trip transport, €400.36 in accommodation (€92.22 per person per day) and €394.45 in other expenses (€99.72 per person per night).

Once again, tourists continue to spend almost half of their expense during the stay on food and drink and distribute the rest, in that order, on entertainment, shopping and internal transport.

 

Carried out activities and internal transport

Tourists who visit the city of Barcelona continue to mostly visit, one year more, the Rambles (80.9%), the Catalonia Square / Passeig de Gracia (80.0%), the Sagrada Família (77.9%) and the coastal front (75.6%).

The most popular activities in the city have been making cultural visits (79.0%), going shopping (64.2) and going to the beach (64.1%).

In 2024, despite the 23.0pp increase in the number of tourists who have done some activity on the beach, waterfront, port, river or lake compared to the previous year, the percentage of tourists who have practiced an aquatic or nautical activity has decreased by almost half (6.0% vs. 11.9% in 2023).

During their stay, 62.2% of tourists moved around the city by metro, followed by those who traveled on foot (58.8%), by taxi (32.1%) or by bus (31.1%). As in previous years, the main form of tourist travel has been on foot and by metro in 44.7% and 28.1 of cases, respectively.

 

Excursions

8.8% % of tourists have made an excursion outside the city, with Destination Barcelona being the main destination of these excursions (7.2%). These excursions continue to be made mainly by local train (31.7%), by private car (15.0%) and by bus (13.0%) and are aimed at cultural visits (51.3%), going to the beach (38.8%), visiting natural spaces, ecotourism (25.8%) and shopping (24.6%).

Finally, it should be noted that the average expense of these excursions has been €59.50 per person, an increase of €16.66 compared to 2023.

 

Other aspects of the city

Tourists who have visited Barcelona city are mainly attracted by the architecture (9.3), by the culture (8.9) and by the public transport (8.6) and values ​​the whole of this city very positively (8.7).

Only 2.5% of tourists report having been the victim of a crime or attempted crime during their stay in the city of Barcelona, with, once again, outdoor areas and transport being the main scenarios of these criminal acts.

25.4% of tourists who have visited us would be willing to pay an extra cost of more than 10% for a sustainable service.

Finally, 62.5% of the tourists have come to eat in a Spanish cuisine restaurant during their stay in the city, 52.1% in a bar or coffee shop, 40.7% in a Catalan cuisine restaurant and 37.1% in a supermarket or market in the city.

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The Profile and Habits of Tourists in Barcelona city 2024 has been undertaken thanks to 3.990 surveys to visitors aged 18 and over that stayed overnight in the city of Barcelona in the months of January to December 2024 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 city.

 

More information:

• Individuals Tables of Tourist Profile and Habits in Destination Barcelona 2024
• Report on the Profile and Habits of Tourists in Barcelona city 2024