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 Destination Barcelona (65.1%) and the hotel as the preferred accommodation for tourists (53.9%).
• The average of times that tourists had been before at the destination municipality slightly decreased compared to the previous year (7.7 times).
• Most tourists visited the destination as a couple (42.6%) and for leisure and vacation reasons (63.6%).
• As in the previous year, the purchase of the arrival transport was made mainly through the company's website (70.3%) and the hiring of accommodation, through OTAs (online travel agencies) (49.9%).
• The average tourist expenditure has increased in relation to the last 5 years, reaching a value of 967.26 € per person.
• During their stay, tourists mainly travelled on foot (52.8%) and the most popular activity was cultural visits (62.9%).
• 21.1% of tourists have made an excursion outside the municipality in which they are staying, with Barcelona city being the main destination of these excursions (10.9%).
• Tourists values ​​the whole of this destination municipality with an 8.6.
• 54.2% have chosen to eat in a Spanish cuisine restaurant during their stay.

Sociodemographic profile

The typical tourist profile who has visited Destination Barcelona in 2024 is that of a man (65.1%), with an average age of 39.3 years, of international origin (73.2%), with university studies (67.7%) and working as a salaried employee (64.4%).

Once again, the international market has led the ranking of origin of tourists to Destination Barcelona reaching a market share of 73.2%. Noteworthy that France, the United Kingdom, Italy and Germany are the international countries with the most visitors to the Barcelona Destination.

Characteristics of the stay

The hotel continues to be the type of accommodation most used by 53.9% of tourists in Destination Barcelona, followed by private homes (with friends, relatives) (14.6%) and Homes for Tourist Use (HTUs) (12.9%). The average stay at Destination Barcelona in 2024 is 4.7 nights, very similar to those of the last 5 years.

Reason and characteristics of the travel

Despite losing market share, vacation or leisure continued to be, once again, the reason for the majority of tourists who come to Destination Barcelona (63.6%), followed by those who come for professional reasons (20.2%) and for personal or other reasons (16.2%). Among the professional travelers who have attended a professional event, those who have done so to attend a congress or conference stand out (71.9%).

Once again, the number of tourists who had previously visited the destination municipality decreased slightly with respect to the previous year, reaching a value of 48.0%. These repeat visitors have visited the destination municipality an average of 7.7 times in the last 10 years. It should be noted that 2/3 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 40% 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 (42.6%), followed by who traveled alone (26.6%), with friends (13.8%) and with minor children (11.5%).

Travel planning

51.7% of tourists are guided by the information they find on websites and 26.9% by the information provided by their friends and relatives to plan their visit to Destination Barcelona. On the other hand, the purchase of the arrival transport was made mainly through the company's website (70.3%) and the hiring of accommodation, through OTAs (online travel agencies) (49.9%).

In 2024, the plane has been once again the most used means of transport to reach the destination (65.1%), followed by the car or motorbike (17.7%) and the train (10.6%).

Regarding the decision to choose the trip, 21.1% decide to come to the destination’s municipality between one month (21.1%) and 1 and 3 months (21.7%) in advance. They hire transportation and accommodation with the same time in advance (22.8% and 22.2% for transportation and 22.0% and 21.1% for accommodation for one month and 1 and 3 months respectively). Finally, it should be noted that although 20.6% of tourists hire the activities to be carried out during their stay once they have arrived in the municipality, 43.3% of them do not contract any type of activity.

Expense

In 2024, the average expense of the whole trip per tourist has increased by 8.2% compared to previous years, reaching a value of €967.26: €322.62 in round trip transport, €331.15 in accommodation (€76.56 per person per day) and €313.49 in other expenses (€78.08 per person per night).

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

Carried out activities and internal transport

The most popular activities in the destination have been making cultural visits (62.9%), shopping (58.2%) and going to the beach (56.4%).

In 2024, despite the 11.9pp 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 (6.9% vs. 13.4% in 2023).

During their stay, 64.5% of tourists moved around the destination on foot, followed by those who traveled by metro (39.1%), by taxi (23.2%) or by bus (22,1%). As in previous years, the main form of tourist travel has been on foot in 52.8% of cases.

Excursions

21.1% of tourists have made excursions from the municipality where they are staying in Destination Barcelona, with Barcelona city being the main destination of these excursions (10.9%). These excursions continue to be made mainly by private car (27.9%) and by local train (27.9%) and are aimed at cultural visits (54.4%), shopping (38.7%) and going to the beach (29.5%).

Finally, it should be noted that the average expense of these excursions has been €54.78 per person, which is quite similar to that of the year 2023.

Other aspects of the Destination

Tourists who have visited Destination Barcelona are mainly attracted by the character and friendliness of the people (8.6), by the public transport (8.4), by the gastronomy (8.4), by the restaurants (8.3) and by the accommodation (8.3) and values ​​the whole of this destination municipality very positively (8.6).

Less than 2.0% of tourists have suffered a crime or attempted crime during their stay in the Destination, being these percentages very similar to those of previous years.

25.0% of tourists who have visited us would be willing to pay an extra cost of more than 10% for a sustainable service.

Finally, 54.2% of the tourists have come to eat in a Spanish cuisine restaurant during their stay in the municipality, 46.7% in a bar or coffee shop, 39.7% in a Catalan cuisine restaurant and 36.6% in a supermarket or market in the municipality.

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The Profile and Habits of Tourists in Destination Barcelona 2024 has been undertaken thanks to 10.181 surveys to visitors aged 18 and over that stayed overnight in Destination 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 Destination Barcelona.

More information:

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