The Observatory of Tourism in Barcelona: city and region has published the monthly report on the Profile and Habits of Tourists in the Destination of Barcelona for January 2025, which provides data on the monthly tourist activity about the three usual geographical areas that the OTB covers Barcelona city, Barcelona region, and Destination Barcelona.

In this report, we can see how the typical tourist profile who has visited Destination Barcelona is that of a man (62.0%), with an average age of 38.4 years, who has traveled for leisure (58.0%) and who visit the municipality for an overnight stay for the first time (51.6%). While in Barcelona city the main reason for the visit was leisure (67.5%), in the Barcelona region it was professional in 46.9% of the cases.

As for the travel group, we can highlight that in both Barcelona city and Barcelona region tourists who came as a couple were the most common (38.8% and 34.3% respectively). Noteworthy that in Barcelona city 25.5% of tourists have come alone and 30.3% in Barcelona region have come with work colleagues.

The plane has been positioned, for another month, as the most used means of transport to reach the Destination Barcelona (64.2%), to the detriment of the private vehicle (15.8%) and the train (13.0%). In contrast to previous months, the plane has been the main means of transportation to both Barcelona city and Barcelona region.

For another month, when traveling within the municipality, the majority of tourists in Destination Barcelona have chosen to do it on foot (33.7%), with metro and on foot being the main means of transport within the city (29.8% and 29.4%, respectively) and on foot (48.4%) in the region.

On the other hand, 13.0% of the Destination's tourists have made an excursion outside the municipality of overnight stay. This proportion remained higher in Barcelona region (26.6%) than in Barcelona city (6.6%).

During the stay, which 4.6 days on average, doing cultural visits (60.3%) and shopping (54.6%) have been the most popular activities. It is noteworthy that in Barcelona city, 56.6% of tourists have gone to the beach and 52.0% of those from the Barcelona region have worked or have done business during their stay in the municipality where they have been stayed.

An 7.6%-increase in the total expense during the stay per person per day has been observed compared to the previous months, with a value of €83.06. Also, as historically, most of this expenditure is still spent on food and drink, followed, in that order, by shopping, culture and internal transport.

The average overall rating of the city was 8.91 out of 10. The best rated aspects this month were the public transport (8.84), the bars and restaurants (8.63) and the character and friendliness of the people (8.63).

More information: Results report. Profile and habits of tourists in Destination Barcelona January 2025