The purpose of this action is to integrate the municipal objectives of this measure into the  working dynamics of the Barcelona Tourism Consortium and update its priorities so that tourism promotion aligns with the  current requirements of tourism management.

The Barcelona Tourism Consortium must take into account the new tourism management scenario, which also means modernising and adapting its operational model , with new stakeholders, new governance structures and new objectives, all within a  public-private cooperation framework as an optimal setting.

The Consortium will need to focus on the following priorities:

• Consolidate the sustainability of the tourism model and its alignment and coherence with the city model and with the life of  citizens, raising the awareness among the stakeholders of the visitor economy.
• Encourage the geographical decentralisation of tourism activity by adopting a polycentric approach, through the promotion of  new imaginaries.
• Promote the recognition or creation of new content based on culture, creativity, quality and the  distinctive values of Barcelona as a destination.
• Boost the comprehensive digitalisation of tourism activity and promotion.
• Prioritise the city’s reputational strategy.
• Develop a promotion strategy for the city that highlights local commerce and restaurants.