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The Catalan Tourist Board (ACT) has launched its new international tourism campaign, \u201cFeel Our Culture. Live Catalonia\u201d, a year-long initiative designed to position Catalonia as one of Europe\u2019s leading cultural tourism destinations. <\/p>\n
Presented by the Minister for Business and Labour, Miquel S\u00e0mper, at the Teatre Nacional de Catalunya in Barcelona, the campaign forms part of the ACT\u2019s new tourism strategy, \u201c(+) Catalonia, Better Tourism\u201d, which promotes a more sustainable, higher-value and territorially balanced tourism model. <\/p>\n
A Destination Defined by Culture <\/p>\n
Rather than simply inviting travellers to visit monuments or museums, the campaign encourages visitors to experience Catalonia through its living culture: its traditions, creativity, architecture, music, festivals, gastronomy, language and spirituality. <\/p>\n
The campaign presents Catalonia as a destination where tradition and innovation exist side by side, where culture is lived in the streets, public squares and local communities, and where creativity is part of everyday life. It also highlights how the region\u2019s internationally recognised cultural icons serve as gateways to discovering Catalonia\u2019s emerging artists, designers, musicians and creators. <\/p>\n
Developed as part of the Catalan Tourist Board\u2019s new tourism strategy, \u201c(+) Catalonia, Better Tourism\u201d, the campaign reflects a commitment to a more sustainable, balanced and higher-value tourism model, with culture positioned as one of the destination\u2019s greatest assets. <\/p>\n
Showcasing Catalonia Through Iconic Cultural Landscapes <\/p>\n
Filmed across eleven emblematic locations, the campaign captures the richness and diversity of Catalonia\u2019s cultural landscape, bringing together world-famous landmarks, historic cities and spectacular natural settings. <\/p>\n
Featured locations include the Sagrada Fam\u00edlia, Palau de la M\u00fasica Catalana, the Sant Pau Art Nouveau Site, MACBA and the Crypt of Col\u00f2nia G\u00fcell in Barcelona, alongside the Roman Amphitheatre of Tarragona, Girona\u2019s historic Old Quarter, Cala Canyers on the Costa Brava, Trabucador Beach in Terres de l\u2019Ebre, and the Seu Vella and Parc de la Mitjana in Lleida. <\/p>\n
The campaign also celebrates Catalonia\u2019s living traditions through the participation of castellers (human towers), giants and other cultural expressions that continue to shape Catalonia\u2019s identity. Music, dance, architecture and spirituality all come together to showcase a culture that is constantly evolving while remaining deeply rooted in its heritage. <\/p>\n
Created by a New Generation of Catalan Talent <\/p>\n
The campaign has been created by a new generation of internationally recognised Catalan artists and creatives, reflecting the diversity and innovation of the region\u2019s contemporary cultural scene. Among those involved are filmmaker Max Larruy, musical duo Tarta Relena, composer Nil Ciur\u00f3, photographer Ana Larruy, violinist Mar\u00eda Florea, fashion designer Flor Violeta Sobrequ\u00e9s, sculptor Berta-Blanca T. Ivanow, visual artist Eva F\u00e0bregas, cinematographer Artur Pol Camprub\u00ed and RCR Arquitectes, winners of the Pritzker Architecture Prize. <\/p>\n
Its narrative was also shaped through a collaborative reflection process involving more than twenty leading figures from Catalonia\u2019s cultural sector, including architects, filmmakers, musicians, designers, curators and writers. Together, they explored the most authentic way to present Catalonia\u2019s culture to international audiences, creating a campaign that reflects both the region\u2019s heritage and its creative future. <\/p>\n
Inspiring International Visitors Through Culture <\/p>\n
Over the next twelve months, \u201cFeel Our Culture. Live Catalonia\u201d will be promoted across Catalonia, the rest of Spain and key international markets in Europe, North America, Asia and Latin America, reinforcing Catalonia\u2019s position as one of Europe\u2019s leading cultural tourism destinations. <\/p>\n
Cultural tourism already plays a significant role in the region\u2019s visitor economy. In 2025, 19.2% of travellers visiting Catalonia stated that culture was the main motivation for their trip, while these visitors accounted for 30.8% of total tourism expenditure in the destination. <\/p>\n
Through this campaign, the Catalan Tourist Board invites visitors to discover a culture that is lived every day, from UNESCO World Heritage Sites and internationally renowned landmarks to neighbourhood festivals, local traditions and a vibrant contemporary creative scene, offering an authentic way to experience Catalonia beyond its most iconic attractions<\/p>\n
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