Barcelona Tourism Truck Takes Over the West Coast

The Barcelona board of tourism recently began their first round of promotion, a face-to-face tour on the West Coast where the objective of reaching the public has taken on a more direct approach – a tour across San Francisco, Silicon Valley and Los Angeles to reconnect with future visitors from our West Coast – and LATV got a taste of the experience. 

In case you missed it, Barcelona has become ​​the first urban destination that has traveled to California in an attempt to reactivate the North American market after a long travel ban. The Consortium presents itself with a new program of tourism products to promote science and technology, religious heritage, or gastronomy and capture new strategic segments with their general director, Marian Muro, at the forefront to address a value-added visitor with an interest in cultural heritage and food and wine, as well as sustainability and diversity.

Jamón Ibérico y patatas bravas, a typical dish in Barcelona. Photo Credit: Enrique Sapene

Barcelona Tourism wants to connect not only with the agencies and operators of the sector, but they also want to impact the public through encounters with companies on the street to direct impact with interest groups. Meetings and actions in three of the most prestigious universities in the USA: Stanford, Berkeley, and UCLA, and various meetings with Silicon Valley companies as well as agents from the premium segment are some of the main actions that are part of a dense and highly diversified agenda, which also includes a visit to the Sunstone Winery, the oldest organically grown vineyard in Santa Barbara, which produces wine using organic grapes and sustainable business practices.

The primary objective of the action – as elaborated in the 2022 Action Plan approved by the Executive Committee and General Council – is to share Barcelona’s unique and enticing features, such as gastronomic excellence, together with new content that the Consortium is working on, such as science and innovation, diversity, spiritual and cultural tourism or academic tourism.

Photo Credit: Enrique Sapene

Different companies and media networks will receive a visit from the Barcelona food truck from which a gastronomic demonstration will be carried out for the public and in front of specialized press and influencers.

Stay tuned for the full Barcelona travel experience on an upcoming segment of Cultura Shock.