A platform for promoting the city around the world
This is Barcelona is the platform that has been designed to promote Barcelona around the world. It was created with the purpose of redefining how the city is understood and presented as a destination. This initiative is led by the Turisme de Barcelona consortium and reflects a new strategic vision: to showcase an authentic, distinctive and contemporary Barcelona, far removed from the clichéd images seen on postcards and simplistic narratives.
The platform puts in the spotlight a tourism offering rooted in culture, architecture, food, art and local lifestyle, with the aim of attracting culturally engaged, curious and respectful visitors who are interested in discovering and experiencing the city’s tangible and intangible heritage. This is Barcelona not only tells you what you can do in the city, but explains why Barcelona is like it is and what makes it unique today.
Through the creation and dissemination of carefully curated content, This is Barcelona presents the city as it truly is, and as it wishes to be recognised around the world. It is a platform that provides recommendations, inspiration and guidance, building a narrative, providing context and connecting visitors with a real, diverse Barcelona steeped in culture.
The sales platform (DXP– e-Commerce)
The DXP (Digital Experience Platform) is functionally and technologically integrated into the This is Barcelona digital ecosystem. DXP is based on Adobe Commerce Cloud and has been designed to market the city’s services and products, transforming the inspiration created by contents into tangible experiences through the purchase of tourism products. This integration creates a seamless, consistent and unified user experience, where navigation, content curation and the purchasing process are part of a single digital journey.
Funding. Recovery, Transformation and Resilience Plan
The development and rollout of This is Barcelona and its broader digital ecosystem are part of the Recovery, Transformation and Resilience Plan, and have been made possible by the opportunities provided by NextGenerationEU funds. These funds establish the foundations for a new phase and a renewed approach to promoting Barcelona globally.
The project is part of the Digitalisation of tourism promotion and destination management initiative, which is part of strand 3 of Barcelona City Council’s Tourism Sustainability Plan for the Destination (PSTD) (C14.I01.P06.S02.S03).
Funding through NextGenerationEU funds has made it possible to implement different parts of the project’s key areas, such as:
- Design and conceptualisation of the This is Barcelona platform.
- Technological development of the portal and the DXP (e-commerce) platform.
- Content production.
- SEO positioning activities.
- Inclusion of accessibility criteria and improvement.
This support has been instrumental in establishing an innovative, sustainable and inclusive digital platform, geared towards a more responsible model of tourism promotion and aligned with future challenges.
