Barcelona is preparing for Sant Jordi 2026, the traditional Day of the Book and the Rose, which will proceed without its usual presence on La Rambla due to ongoing renovation works. This year, stalls typically located on the iconic central Barcelona promenade will be relocated to Portal de l’Àngel, Plaça Nova, and Plaça de la Catedral, according to local officials.
Despite the change in location, the city will host over 6,000 book and rose stalls across 12 designated areas in seven districts, marking a 2% increase from the previous year. The Guàrdia Urbana, Barcelona's municipal police, has announced a focused effort to combat 'intrusism' – the presence of unlicensed vendors – particularly in professional zones. This initiative will involve three to four dedicated patrols in both the morning and afternoon, tasked with identifying unauthorised sellers and confiscating their products.
Under the city's new civics ordinance, fines for such street vending are set at €360. For Sant Jordi, the Guàrdia Urbana plans to deploy 227 agents, supplemented by 207 auxiliaries hired from private companies. The City Council has also confirmed that motorised vehicles, bicycles, and scooters will be prohibited in the designated 'literary superilla' areas, with the Guàrdia Urbana set to clearly signpost these restrictions. Additionally, the Aerobús stop at Plaça de Catalunya will be temporarily cancelled.
Florists Raise Concerns Over Licensing
Beyond the efforts to tackle unlicensed selling, the Gremi de Floristes, the professional florists' guild, has urged the Barcelona City Council to review the current system for granting rose stall licences for Sant Jordi. The guild believes that the criteria should be more restrictive and clearer, advocating for the elimination of stalls operated by individuals, though not those run by entities, NGOs, associations, or schools.
Professional florists warn that continuing with the current system poses a “real risk of floristry closures”. They claim that individual stalls account for over 70% of the total, and that out of the 7 million roses supplied by wholesalers for Sant Jordi, seven out of ten are sold by individuals. The guild highlights that Sant Jordi sales typically represent between 10% and 15% of a floristry's annual revenue, when “the correct figure should be at least around 20%”.
Joan Guillén, President of the Florists' Guild, acknowledged that 2026 will be a challenging year for professional rose vendors. “Not having La Rambla is killing us and we've done what we could,” he told reporters. He explained that the closure of the emblematic street led to a significant surge in demand for stalls on Passeig de Gràcia, resulting in stalls being distributed across transversal streets, Gran de Gràcia, and new spaces in Ciutat Vella.
