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

• In contrast to previous years, the plane has positioned itself as the most used means of transport to reach Barcelona region (41.9%) to the detriment of the private vehicle (38.2%) and the hotel as the preferred accommodation for tourists (51.7%).
• The average of times that tourists had been before at the destination municipality slightly increased compared to the previous year (13.6 times).
• Most tourists visited the region as a couple (52.1%) and for leisure and vacation reasons (59.6%).
• As in the previous year, the purchase of the arrival transport and the hiring of accommodation were made mainly through the company's website (60.3% and 34.8% respectively).
• The average tourist expenditure has increased with respect to the previous year, reaching a value of 646.29€ per person.
• During their stay, tourists mainly travelled on foot (65.0%) and the most popular activity was going shopping (49.4%).
• 39.2% have made an excursion outside the municipality where they are staying, with Barcelona city being the main destination of these excursions (27.1%).
• Tourists values ​​the whole of this destination municipality with an 8.4.
• 41.9% have chosen to eat in a Spanish cuisine restaurant during their stay.

Sociodemographic profile

The typical tourist profile who has visited Barcelona region in 2024 is that of a man (64.8%), with an average age of 43.9 years, with university studies (57.8%) and working as a salaried employee (65.8%).

Once again, the international market has led the ranking of origin of tourists to the Barcelona region, reaching a market share of 54.0%. Noteworthy that France, the United Kingdom and Germany are the international countries with the most visitors to the Barcelona region.

Characteristics of the stay

The hotel continues to be the type of accommodation most used by 51.7% of tourists in the Barcelona region, followed by the campsites (16.3%), and the private homes (with friends, relatives) (15.3%). The average stay in the Barcelona region in 2024 is 4.8 nights.

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 Barcelona region (59.6%), followed by those who come for personal or other reasons (20.8%) and for professional reasons (19.6%). Among the professional travelers who have attended a professional event, those who have done so to attend a congress or conference (47.6%) and a fair (37.2%) stand out.

In contrast to the previous year, the number of tourists who have stayed for the first time (50.7%) have grown slightly to become the profile of tourists who visit the region the most. Repeat visitors have visited the destination municipality an average of 13.6 times in the last 10 years. It should be noted that 1/2 of these repeat tourists have changed some aspect of their trip with respect to their last visit, with the places visited, accompanying persons and activities being the main changes experienced by more than 25% of these tourists.

In terms of travel group, with an average of 3.7 people, travel as a couple continued to be the most frequent group of travel (52.1%), followed by who traveled alone (22.0%) and with minor children (18.0%).

Travel planning

44.0% of tourists are guided by the information they find on websites and 22.6% by the information provided by their friends and relatives to plan their visit to the Barcelona region. On the other hand, the purchase of the arrival transport and the hiring of accommodation were made mainly through the company's website (60.3% and 34.8% respectively).

In 2024, there has been a change in the trend of arrival transport with respect to previous years, with the plane overtaking the own vehicle (car or motorcycle) as the main means of arrival transport to Barcelona region with 41.9%. It is followed by the own vehicle (car or motorcycle) (38.2%) and train (9.2%).

It is worth mentioning that most tourists decide to come to the municipality of destination less than one month in advance, 20.0% in the last week, 10.3% in the last 15 days and 20.1% in the last month. The hiring of transport and accommodation occurs with the same time in advance (60.9% for transport and 64.2% for accommodation). Finally, it should be noted that although 14.4% of tourists hire the activities to be carried out during their stay once they have arrived in the municipality, 60.5% of them do not contract any type of activity.

Expense

In 2024, the average expense of the whole trip per tourist has increased by 11.9% compared to previous years, reaching a value of 646.29€: €229.12 in round trip transport, €219.35 in accommodation (€51.25 per person per day) and €197.82 in other expenses (€47.16 per person per night).

Once again, tourists continue to spend more than 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 main internal transport

59.1% of the tourists who have stayed overnight in Alt Penedès have visited the city of Vilafranca del Penedès, 53.1% of those who stayed in Osona, the historic center of Vic, 37.0% of those who stayed in Bages visited the city of Manresa, 36.4% in Anoia visited the city of Igualada, 35.4% of those who stayed in Moianès, the city of Moià, and 34.9% in Baix Llobregat one of the region's beaches.

The most popular activities in the destination have been shopping (49.4%), going to the beach (44.9%) and making cultural visits (39.2%).

During their stay, 72.8% of tourists moved around the destination municipality on foot, followed by those who traveled by private car (18.1%). As in previous years, the main form of tourist travel has been on foot in 65.0% of cases.

Excursions

39.2% of tourists have made excursions from the municipality where they are staying in the Barcelona region, with Barcelona city being the main destination of these excursions (27.1%). These excursions continue to be made mainly by private car (32.2%) and by local train (26.6%) and are aimed at cultural visits (55.5%), shopping (43.4%) and going to the beach (26.4%).

Finally, it should be noted that the average expense of these excursions has been €53.22 per person, a decrease of -€5.96 compared to 2023.

Other aspects of the Destination

Tourists who have visited the Barcelona region are mainly attracted by the character and friendliness of the people (8.7), by the personal security (8.6) and by the accommodation (8.4) and values ​​the whole of this destination municipality very positively (8.4).

Less than 1.0% of tourists have suffered a crime or attempted crime during their stay in the region, being these percentages very similar to those of previous years.

24.5% of tourists who have visited us would be willing to pay an extra cost of more than 10% for a sustainable service.

Finally, 41.9% of the tourists have come to eat in a Spanish cuisine restaurant during their stay in the municipality, 38.8% in a bar or coffee shop, 38.2% in a Catalan cuisine restaurant and 35.8% in a supermarket or market in the municipality.

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The Profile and Habits of Tourists in Barcelona region 2024 has been undertaken thanks to 6.191 surveys to visitors aged 18 and over that stayed overnight in the region 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 region.

More information:

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