• The Report on the Profile and Habits of Tourists in Barcelona region analyses the profile of the tourists in Barcelona region.
• It is the result of the Survey on the Profile and Habits of Tourists in Barcelona region, which has been conducted since 2016.
• The report analyzes the entire tourist customer journey at Barcelona region.

The OTB has published a new study on the Profile and Habits of Tourists in Barcelona region. This study has been undertaken thanks to 11,073 surveys to visitors that stayed overnight in Barcelona region between 2018 and 2019.

The purpose of these surveys is to know the behaviour of the visitors that stayed overnight in Barcelona region and considers all three phases of the customer journey: before the travel -travel bookings-, during the stay at the destination -it includes the expense-, and the vision after his/her experience–evaluation-.

In this edition of the report, it has been found that the tourist who travels to Barcelona region is an average of 43.9 years old, has university studies (55.7%) and travels mostly with the family (27.5%), as a couple (26.8%) or alone (19.9%).

More than half of the tourists stay in hotels (66.0%), followed by those who stay in campsites (16.7%) and those staying with friends and family (7.5%). The average length of stay is 5.4 nights.

The main purpose of travel is leisure (62.5%), followed by professional reasons (25.2%).

Those who stay the most in hotels are those who travel for professional reasons, the Americans and the Italians. They usually visit the regions of Vallès Occidental and Barcelonès. On the other hand, those you stay overnight in campsites do so mainly for leisure reasons, especially the residents of Barcelona city and province and the Dutch, that usually stay in Berguedà region.

The average rating made by tourists of the municipalities of Barcelona region is 8.3 and 80.8% of the interviewed would recommend to visit it.

Going to restaurants (75.3%) and taking quiet walks (75.0%) are the most popular activities to do by tourists during their stay in Barcelona region.

70.4% of visitors have not contemplated any alternative destination to the municipality they have visited and 1 out of 2 uses the Internet as the main source of information to plan the trip (50.1%). As for the way to book both transport and accommodation services, most of them have done it online directly with the company (59.0% and 41.6%, respectively).

If the expense during the stay at Barcelona region is analyzed, it should be noted that it remains stable in comparison with the expense of the previous report, with an average of € 196.5 per person and € 69.9 per person and day. Professional visitors, the Russian and the Americans have a higher average expenditure during their stay than the rest. Food and drink is the item in which the expenditure is higher, above the internal transportation.

The report also includes an analysis on the places that tourists visit or want to visit outside the municipality where they stay overnight: 41.7% of the surveyed tourists have made an excursion outside the municipality (27.4% in Barcelona city), a trend that is slightly growing.

Finally, it should be highlighted that 48.0% of the survey respondents have already been in the municipality before. The international tourists with the highest repeatability rate are the Dutch (54.3%) and the Belgians (45.8%).