The destination boosts its artistic legacy with a new cultural tourism label

Barcelona is strengthening its commitment to cultural tourism with the launch of Barcelona Art Season, a new brand that will place the artistic offer at the centre of its action in 2025. The project aims to consolidate the city as a key destination on the international exhibition circuit and attract visitors interested in high-value cultural experiences. Barcelona Art Season is the result of a great alliance with Barcelona’s museums and exhibition centres to promote the city as a cultural destination. This is a coordinated action that will enable the city to stand out on the global scene and reinforce its identity as an artistic capital. The project aims to identify the exhibitions with the greatest impact on the city’s impact, in order to attract cultural tourists and position Barcelona as an outstanding destination not only for its varied offer in culture, gastronomy, entertainment, architecture and sports, but also for its exhibitions. Barcelona Art Season is structured around a diverse programme ranging from major retrospectives in museums to emerging exhibitions in galleries.

The Palau de la Música promotes knowledge and dissemination of cultural heritage and opera in Barcelona © Shutterstock

Exhibitions such as MiróMatisse in the Fundación Miró, Art in stone at La Pedrera, as well as Madam Butterfly at the Gran Teatre del Liceu, will allow visitors to discover the full programme of exhibitions to be held at the MACBA, the Picasso, the KBR of the Mapfre Foundation, the MNAC, the CCCB, or the concerts at L'Auditori and the Palau de la Música. This strategy seeks to deseasonalise tourism demand by spreading visitor arrivals throughout the year and reinforcing tourism in less busy seasons. And it will encourage interaction between the tourism and cultural sectors, facilitating the creation of travel packages that include tickets to exhibitions, guided tours and exclusive activities.