Interest in cultural tourism in the Barcelona region surged by 80% over five years, according to a new report from the Barcelona Tourism Observatory. The report, titled 'Profile and Habits of Tourists in the Barcelona Region 2025', shows cultural visits, water sports, and hiking were the activities that grew most among visitors to the area outside Barcelona city last year.
While shopping (48.6%) and beach visits (47.7%) remained the most frequent activities for tourists in the Barcelona region in 2025, cultural visits followed closely at 44.8%. Cultural tourism saw a 17% rise from 2024 alone, marking an 80% increase compared to 2021 figures.
Water and nautical activities also grew in popularity, with 12.7% of tourists participating in 2025, up from 9.5% in 2024. Of these, 62.5% chose open-water swimming. Nature activities, particularly hiking, also gained traction, attracting 33.6% of tourists.
Spending and Stays Increase
Tourists spent an average of €635 per person in the Barcelona region last year, a 2.9% increase from 2024. This expenditure was primarily on return transport (32.7%), accommodation (34%), and food, drink, and shopping (32.6%). American visitors, business travellers, and those staying in tourist-use homes or hotels spent the most per person per night.
Average stays extended slightly to five nights. Business travellers, along with Italian, American, and other Spanish visitors, preferred hotels. Residents from the Barcelona region or city, French tourists, and leisure travellers largely opted for campsites. Friends' and family homes were chosen by those visiting for personal reasons, younger visitors aged 18 to 34, and Barcelona city residents.
Visitor Profile and Travel Motivations
The typical tourist in the Barcelona region in 2025 was a man (62.5%) aged 44.7, with a university education (57.9%) and salaried employment (64.1%). International tourism increased, particularly from the European Union (62.3%), with France and Germany being key source markets. Other European countries, mainly the UK, accounted for 19.5% of international visitors. However, nearly half of all tourists (46.8%) were from Spain, primarily from Barcelona and Madrid provinces.
Leisure was the main reason for travel for 61.7% of visitors in 2025. Personal or other reasons accounted for 19.8%, and professional reasons for 18.5%. Just over half (50.4%) were first-time visitors to their accommodation municipality, while 48.5% were repeat visitors. Repeat visitors had an average of 12 previous visits, and half of them changed their travel plans regarding places visited, company, or activities.
Couples made up the largest group of travellers (50.4%), outnumbering those travelling alone (21.1%) or with children (20.2%). The average group size increased to 3.7 people.
Planning and Transport Choices
Tourists planning their trips to the Barcelona region relied on information from websites (47.5%) and recommendations from friends and family (21.4%). Temperature was a consideration for 56.4% of respondents, a slight increase from the previous year. Most tourists (56.4%) decided on their destination municipality less than a month in advance. Transport and accommodation were also booked predominantly within the last month before the visit, at 62.2% and 62% respectively.
Air travel surpassed private vehicles (cars or motorbikes) as the primary mode of transport to the region, used by 41.3% of visitors, compared to 39.5% for private vehicles and 8.3% for trains. International tourists, those staying in tourist-use homes and hotels, and business travellers predominantly used aeroplanes. Conversely, tourists staying in rural tourism establishments and campsites, as well as residents from Catalonia, Spain, and France, preferred private vehicles.
High Satisfaction Levels
The Barcelona region received an overall satisfaction rating of 8.5 out of 10 in 2025. The friendliness of locals scored highest at 8.8, followed by personal safety (8.7), accommodation (8.6), and beaches (8.5). Lower scores were given to noise levels (7.9), accessibility for people with mobility issues (7.8), and parking availability (7.3).
Most tourists did not agree that their overnight municipality was too crowded for sightseeing (57.2%) or that prices were too high for the quality (54.8%). A significant 89.6% felt welcomed by locals during their visit. The 'Profile and Habits of Tourists in the Barcelona Region' survey has been conducted annually since 2017 by the Barcelona Tourism Observatory, a platform involving Barcelona City Council, the Barcelona Tourism Consortium, the Barcelona Chamber of Commerce, and the Barcelona Provincial Council. The report is based on personal interviews with approximately 6,000 people who stayed overnight in the Barcelona region.
