By Joaquim de Toca Andreu, Welcome Ashore Spain Ambassador
As retailers and residents of Barcelona, we have seen first‑hand how our city has evolved since the Olympic Games first brought Barcelona to international attention back in 1992. From that moment on, people from all over the world began arriving not just to visit, but to discover us. For those of us who live and work here, it has always felt like a privilege to welcome them.
My support for tourism is rooted in my own professional journey. I’ve spent much of my career working in retail in Barcelona, helping to build and grow MUJI in Spain and Portugal, and seeing at close quarters how international visitors support local businesses. Alongside my role in retail, my involvement with Barcelona Oberta has reinforced my belief that tourism and commerce, when thoughtfully balanced, play a vital role in keeping Barcelona open, inclusive and globally connected. Tourism is not an abstract concept for me — it is something I see every day in the people who walk through our doors, engage with our city and help sustain the local economic fabric we all depend on.
When I think about Barcelona and our tourism sector, what I think matters most to us is not how many visitors arrive, but who they are and how they experience the city. We are not trying to break visitor records. What we truly value is welcoming respectful visitors who are genuinely interested in Barcelona — its shops, its restaurants, its museums, its architecture and its historic buildings. When visitors arrive with curiosity and respect, the relationship between city and guest becomes something positive and lasting.
This is why the profile of cruise tourists is so important. In my experience, cruise visitors align very closely with the kind of tourism we wish to encourage in Barcelona. They are often families or mature couples, people who take the time to engage with the city rather than rush through it. They show respect for local culture and for the urban environment, and they demonstrate a strong interest in heritage and architecture, from the Sagrada Familia to the historic fabric of our neighbourhoods.
Cruise tourists are also drawn to museums and cultural institutions, to independent retail and local commerce, and to Catalan gastronomy. They seek out authentic restaurants and experiences that reflect the real Barcelona. For local businesses, this kind of visitor is not only welcome — it is essential.
The direct economic impact of cruise tourism is felt across the city. It generates income for official tour guides, private transport providers, taxis and chauffeur services. Technical and maintenance services are sourced locally. Professional services are contracted within the city. Restaurants and cafés, urban retail, museums and cultural venues all benefit. Importantly, this activity is not limited to the city centre. Neighbourhoods close to the port, such as El Born, also feel the positive effects, supporting both direct and indirect employment across the local economy.
The fact that leading cruise lines have established their own terminals in the Port of Barcelona reflects a long‑term commitment to the city and strengthens Barcelona’s international positioning as a leading cultural and commercial destination.
When properly managed, cruise tourism can coexist with urban balance and sustainability objectives. It can contribute positively to the economic and social fabric of Barcelona, allowing us to remain a city that is open to the world while staying true to who we are and that’s why I have decided to join Welcome Ashore as Ambassador. We need to strengthen the collective voice of the thousands of people and businesses who continue to thrive because of cruise tourism. I want to work alongside the community to showcase the real benefits that cruise tourism brings to our city, and to help shift the narrative towards a more positive, collegiate and uplifting conversation. This is about telling an honest story — about why Barcelona, its neighbourhoods and its businesses benefit from tourism when it is done thoughtfully and responsibly. I invite you to join me on this journey as we work together to highlight all that is good about cruise tourism in Barcelona.