Catalonia implements new tourism strategy to prioritize value over volume

The Catalan Tourism Agency (ACT) has introduced the “Catalunya, millor turisme” (Catalonia, better tourism) strategy, aiming to shift the region's focus from high visitor volume to higher-value tourism by 2030. The plan, recognized by international bodies such as UN Tourism, focuses on eight pillars including sustainability, decentralization, and seasonality to distribute economic benefits more evenly across the territory.

A key component of the Catalan model is the use of tourism taxes to fund services that benefit local residents. This approach is being observed by other destinations, such as Gramado, Brazil. In Gramado, the municipal government is finalizing a new tariff structure designed to mitigate the impacts of heavy vehicle traffic on local mobility and manage the city's intense flow of visitors.