Barcelona's ongoing battle against overtourism has reached a critical juncture, with the city's new commissioner for sustainable tourism, José Antonio Donaire, taking a bold stance. Donaire, a professor and former politician, aims to reverse the negative impacts of tourism, which have transformed the city's historic areas into tourist traps and driven up housing prices.
The 'Not One Tourist More' Policy
Donaire's strategy is clear: set a flat horizon on tourism growth. With 15.7 million tourists in 2025, Barcelona has reached its threshold, and Donaire wants to ensure this number doesn't increase. This policy is part of a larger effort to manage tourism, not just control it. By shifting the focus to business and cultural travel, Barcelona hopes to attract a different kind of tourist, one who appreciates the city's identity and culture, not just its souvenirs and attractions.
Managing Demand and Shaping Tourism
One of the key tools in Donaire's arsenal is the tourist tax, which not only helps offset the costs of tourism but also acts as a deterrent. By making accommodations more expensive, the city discourages leisure tourists from visiting, especially those who are only interested in day trips. This strategy is part of a broader plan to change the perception of Barcelona as a leisure destination, a move that has already seen some success with the change in the tourism website's slogan from 'Visit Barcelona' to 'This Is Barcelona'.
Recovering Barcelona's Identity
Donaire's vision for Barcelona extends beyond tourism management. He wants to restore the city's identity and ensure that residents can feel emotionally connected to their city. This involves supporting local businesses and shops that cater to residents, not just tourists. The Boqueria market, for instance, is being transformed to prioritize products for home cooks, not just takeaway snacks for tourists. Donaire believes that a city with a strong residential fabric and a vibrant local culture will naturally attract the right kind of tourists.
A City for Its Citizens
At the heart of Donaire's mission is the belief that a city's citizens must come first. He argues that a city cannot function without its residents, and so their right to live in the city must be the top priority. This philosophy guides Barcelona's efforts to recover residential life in areas heavily impacted by tourism, such as Las Ramblas. By reducing the number of outdoor cafes and changing the commercial landscape, the city hopes to encourage locals to reclaim these spaces.
The Future of Barcelona's Tourism
While critics worry about the economic impact of these measures, Donaire maintains that a city where everyone can prosper is the ultimate goal. He believes that by investing in strategies to recover the city's identity, Barcelona can create a sustainable tourism model that benefits both residents and visitors. As Barcelona continues to navigate the challenges of overtourism, Donaire's innovative and resident-centric approach offers a compelling vision for the future.
