Interview: Catalan Tourism CEO on Marketing an International Hub
Skift Take
Barcelona's reputation as both a Spanish and international destination is part of what makes it the region's greatest draw, which also translates into visits up and down Catalonia's Mediterranean coast.
Editor’s Note: Skift is publishing a series of interviews with CEOs of destination marketing organizations where we discuss the future of their organizations and the evolving strategies for attracting visitors. Read all the interviews as they come out here.
This continues our series of CEO interviews that began with online travel CEOs in Future of Travel Booking (now an e-book), and continued with hotel CEOs in the Future of the Guest Experience series (which is also an e-book).
Barcelona's reputation as an international metropolis places it among Europe's largest tourist destinations. It often attracts more attention than the region where it resides. Catalonia, however, is a unique region that is part forest, sea and city.
It is most often talked about globally when the topic of secession from Spain comes up, which seems to be happening more frequently. Were that to happen, its tourism draw would not diminish but likely would increase although it depends on the circumstances.
Skift recently spoke with Xavier Espasa, CEO of the Catalan Tourist Board, about how the destination marketing organization positions itself in relation to Spain and its urban competitors, its successful influencer projects and the rewards of setting up a sales portal in addition to marketing campaigns.
An edited version of the interview follows:
Skift: Do you identify Barcelona more as a Spanish destination or more as an international destination?
Xavier Espasa: Barcelona is known around the world, not just as a tourist destination but also for business, sport, and culture. Catalonia is a Mediterranean destination that, in tourism terms, can be compared with Tuscany in Italy or Cappadocia in Turkey. We are operating within an international framework. It also competes with international destinations such as Paris, London, Rome or New York.
Skift: How do you stand out from other cities within Europe?
Espasa: Catalonia has a series of features which, taken together, make it a unique tourist destination. First of all, its geographical location is ideal, with mild weather all year round. Second, we have a high-quality tourism offering and infrastru
