Positioning of the city and global connectivity

Josep Tarradellas Barcelona–El Prat airport plays a crucial role in the city’s international economic promotion. Its importance goes beyond tourism; it is also key in business, investment, science and entrepreneurship. Barcelona’s status as a global city is intrinsically linked to having an airport that is well connected to the world’s major economic hubs.

The airport has maintained its competitiveness over the last few years. Between 2000 and 2019, the airport’s passenger traffic grew 2.7 times, increasing from 19.5 to 52.7 million, surpassing the usual historical trend in the sector, which typically sees global air traffic doubling every 20 years. In 2024, the airport exceeded 55 million passengers, reaching its operational capacity. However, there is still room for growth through operational optimisations and the promotion of lower-demand time slots.

Barcelona Airport is currently a leading airport for direct flights and holds the top position for this segment in Europe. Thanks to this and to the efforts of the Barcelona Air Routes Development Committee (CDRA), there are now over 58 intercontinental routes to and from Barcelona. This combination of direct and intercontinental flights gives Barcelona Airport the potential to become a hub-and-spoke airport. Under this model, connections between airports are optimised by concentrating traffic in high-capacity terminals and then connecting to smaller airports.

The expansion of the airport, which includes the construction of the satellite terminal and the extension of the runway, is essential for increasing the number of intercontinental routes available and improving passenger connections. Without this expansion, the ability to expand intercontinental routes will be limited, which would weaken Barcelona’s capacity to attract multinational companies looking to establish decision-making and production centres in the city and hire local talent.

International positioning and promotion of Barcelona as a global benchmark

Barcelona advocates a scientific diplomacy strategy that aims to position the city as an international leader in innovation, research and knowledge. Through lobbying policies, efforts are made to attract funding and unique infrastructures, as well as strategic companies that help boost science and technology in the city. Simultaneously, international promotion campaigns are conducted with the goal of attracting scientific conferences and events to reinforce Barcelona's image as a city of knowledge.
- Scientific capital of the Spain: Barcelona is consolidating itself as a centre of scientific excellence both nationally and internationally. The alliance between Barcelona City Council and the government of Spain aims to increase institutional support and funding for scientific research in the city, as well as promote high-impact projects that address current social and urban challenges by fostering innovation and collaboration between the public and private sectors.
- City and Science Biennial: the Biennial has become a key event in the city with the goal of connecting citizens with scientific knowledge. This event fosters debate on current challenges and facilitates collaboration among scientists, businesses and institutions. The Biennial not only promotes scientific dissemination but also enhances Barcelona's image as an innovation hub.
- Hipatia European Science Prize: Barcelona City Council, in conjunction with the Academia Europaea, has created the Hipatia European Science Prize to recognise the scientific careers of outstanding international researchers doing work that impacts society. This award celebrates excellence in scientific research and further consolidates Barcelona as a leading scientific city in Europe.
Barcelona implements an international promotion strategy aimed at segments and markets that align with the city's motivations and interests. The goal is to attract a type of visitor who appreciates the cultural, gastronomic and leisure offerings of Barcelona and simultaneously contributes to the local economy. Furthermore, digital tools are leveraged to enhance the visitor experience and extend their stay, generating both economic and social returns.
- European Capital of Local Retail candidacy: with the creation of the European Capital of Local Retail (ECLR), Barcelona is vying to become one of the host cities for events and initiatives promoting digitalisation, sustainability and technological innovation in local retail.
- International campaigns in major global media outlets: Barcelona will conduct international promotional campaigns in the most prominent media outlets in key markets to strengthen the city's positioning. These campaigns aim to increase the global visibility of the Barcelona brand and enhance its appeal as a business and cultural destination.
- Presence at economic fairs in Barcelona: as part of a key strategy to increase the Barcelona brand’s visibility and recognition internationally, the city will have an active presence and its own stand at the most prominent fairs held in the city, such as ISE, MWC and Smart City. Additionally, participating in events like Alimentaria and the Automobile Barcelona Fair will be assessed to determine their impact and value. Being present at these fairs facilitates commercial contacts, showcases innovative products and services keeps the city up-to-date on the latest trends in each sector while contributing to business growth and expansion.
- Presence at international economic fairs: in conjunction with key players from Barcelona's institutional and business ecosystem, the city will participate in leading international fairs in strategic sectors, such as Web Summit (entrepreneurship), MIPIM (investment in urban projects), MWC Shanghai (technology) and SEMICON West (semiconductors).
- Osaka World Expo: a Catalonia Week will be held as part of the Osaka World Expo, with Barcelona taking part in international economic promotion activities both within the expo itself and beyond, with sector-specific events and meetings in Kobe and Tokyo.
- Guadalajara International Book Fair: Barcelona will be the guest of honour at the 2025 Guadalajara International Book Fair (FIL), the most important cultural event in Latin America, which has been held since 1987. The fair brings together 3,000 activities and 750 authors from fifty countries. It is one of the most significant cultural gatherings on the continent and will help boost Barcelona’s cultural and economic standing both in Latin America and among large emerging Hispanic sectors in the United States.
- World Capital of Architecture (2026): Barcelona will be the World Capital of Architecture in 2026, a prestigious event with activities across all districts that aim to shape the future and involve local institutions and citizens. During the summer, the city will host the Congress of the International Union of Architects, three decades after hosting the nineteenth edition in 1996. The event is expected to leave a lasting legacy in the city.
Nearly two years after the implementation of the CDRA 2024-2025 Strategic Plan, it is time to enter the final phase and assessment, a necessary step before developing a new strategic plan. Efforts have been focused on restoring the last remaining intercontinental connections after the COVID-19 pandemic and opening new strategic markets, along with promoting the increase in flight frequencies and lowering seasonality.

Now, it is essential to define a future strategy that adapts to the reality of the airport with more precise objectives aimed at strengthening connectivity with destinations aligned with Barcelona’s strategic economic sectors.
The promotion of high-impact events in Barcelona aims to attract initiatives that are consistent with the city's model and strategic objectives in order to strengthen the MICE (Meetings, Incentives, Conferences and Exhibitions) sector and its international legacy. This involves fostering collaboration with international partners to schedule a calendar of events that increases economic opportunities and attracts international conferences. With the consolidation of Integrated Systems Europe and the attraction of sporting events, the goal is not only to boost economic activity but also to enhance Barcelona's global positioning as a key destination for major events.

Promoting international talent in Barcelona

Actions to promote Barcelona as an attractive city for international talent will be carried out through webinars and partnerships with agents such as the international chapters of Barcelona's business schools and major recruiting companies, including the tech centres in the city. Additionally, the Cities for Talent network will be enhanced to facilitate the exchange of best practices among cities that are leaders in attracting and retaining international talent. These initiatives will enhance Barcelona's visibility as a talent destination while fostering collaboration and mutual learning among various actors and cities on an international scale.

Meetings will also be held with executives from foreign companies and entrepreneurs or business owners from other countries with the aim of exchanging views and addressing challenges related to talent retention. The Goodwill Ambassadors, Glocals, or Barcelona Allies programme will be established to create a group of internationals who are engaged and work with the city to promote Barcelona as a talent hub. Additionally, loyalty initiatives will be carried out with local tech centres to strengthen the ecosystem and consolidate their commitment to the region, thereby enhancing talent development and retention in Barcelona.
Barcelona is the only city in Spain and one of the few in southern Europe that has the resources to welcome and ease the arrival of foreign professionals required by local companies and organisations, particularly in the STEAM fields. The Barcelona International Welcome website provides practical information and resources for individuals relocating to the city, while the Welcome Desk service offers personalised assistance, support with essential administrative procedures upon arrival and advice on matters such as taxation, immigration and the job market.

To foster the integration of international talent, the City Council holds Barcelona International Community Day, a major annual event for Barcelona’s international community featuring an exhibition fair and a wide range of activities. New initiatives will be created for this event to connect newcomers with the city. Additionally, activities aimed at fostering loyalty and integration within the international community will be held throughout the year, including workshops, seminars and B2B meetings which will allow participants to connect with locals and unlock their full personal and professional potential.

Economy, Tax, Economic Promotion and Tourism