Catalonia Launches New International Tourism Campaign Celebrating Its Living Culture

The Catalan Tourist Board (ACT) has launched its new international tourism campaign, “Feel Our Culture. Live Catalonia”, a year-long initiative designed to position Catalonia as one of Europe’s leading cultural tourism destinations.

Presented by the Minister for Business and Labour, Miquel Sàmper, at the Teatre Nacional de Catalunya in Barcelona, the campaign forms part of the ACT’s new tourism strategy, “(+) Catalonia, Better Tourism”, which promotes a more sustainable, higher-value and territorially balanced tourism model.

A Destination Defined by Culture

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.

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’s internationally recognised cultural icons serve as gateways to discovering Catalonia’s emerging artists, designers, musicians and creators.

Developed as part of the Catalan Tourist Board’s new tourism strategy, “(+) Catalonia, Better Tourism”, the campaign reflects a commitment to a more sustainable, balanced and higher-value tourism model, with culture positioned as one of the destination’s greatest assets.

Showcasing Catalonia Through Iconic Cultural Landscapes

Filmed across eleven emblematic locations, the campaign captures the richness and diversity of Catalonia’s cultural landscape, bringing together world-famous landmarks, historic cities and spectacular natural settings.

Featured locations include the Sagrada Família, Palau de la Música Catalana, the Sant Pau Art Nouveau Site, MACBA and the Crypt of Colònia Güell in Barcelona, alongside the Roman Amphitheatre of Tarragona, Girona’s historic Old Quarter, Cala Canyers on the Costa Brava, Trabucador Beach in Terres de l’Ebre, and the Seu Vella and Parc de la Mitjana in Lleida.

The campaign also celebrates Catalonia’s living traditions through the participation of castellers (human towers), giants and other cultural expressions that continue to shape Catalonia’s identity. Music, dance, architecture and spirituality all come together to showcase a culture that is constantly evolving while remaining deeply rooted in its heritage.

Created by a New Generation of Catalan Talent

The campaign has been created by a new generation of internationally recognised Catalan artists and creatives, reflecting the diversity and innovation of the region’s contemporary cultural scene. Among those involved are filmmaker Max Larruy, musical duo Tarta Relena, composer Nil Ciuró, photographer Ana Larruy, violinist María Florea, fashion designer Flor Violeta Sobrequés, sculptor Berta-Blanca T. Ivanow, visual artist Eva Fàbregas, cinematographer Artur Pol Camprubí and RCR Arquitectes, winners of the Pritzker Architecture Prize.

Its narrative was also shaped through a collaborative reflection process involving more than twenty leading figures from Catalonia’s cultural sector, including architects, filmmakers, musicians, designers, curators and writers. Together, they explored the most authentic way to present Catalonia’s culture to international audiences, creating a campaign that reflects both the region’s heritage and its creative future.

Inspiring International Visitors Through Culture

Over the next twelve months, “Feel Our Culture. Live Catalonia” will be promoted across Catalonia, the rest of Spain and key international markets in Europe, North America, Asia and Latin America, reinforcing Catalonia’s position as one of Europe’s leading cultural tourism destinations.

Cultural tourism already plays a significant role in the region’s 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.

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