Barcelona Metropolis

The relationship between tourism and the city is crucial for addressing key issues such as sustainability, the preservation of heritage and quality of life for local residents. In this context, education and knowledge are essential for promoting a model of regenerative tourism that goes beyond sustainability to create a positive impact on both the territory and local communities.

Tourism is one of the most important economic activities globally. It drives territorial development, boosts cultural dynamism and generates a multiplier effect. In Barcelona, this tourism activity translates, according to data from the City Council, into a contribution of 13.9% to GDP, 150,000 jobs, and annual visitor numbers exceeding 30 million.

Projections from both UNWTO and the World Travel and Tourism Council (WTTC) indicate that tourism will continue to grow globally, despite the economic and geopolitical challenges this presents. In fact, the WTTC forecasts that 142 of the 185 countries it analyses – 77% – will have exceeded their pre-pandemic tourism records by 2024.

Traditionally, this growth has been linked to advancements in transport and greater access to new technologies, which have significantly enhanced the ability to travel. More recently, tourism has established itself as a defining trait of an expanding middle class, particularly in emerging markets like China and India.

All of this naturally fosters a relationship between tourists and residents, as well as an interaction between tourism activity and the urban environment, which in turn affects the economy, culture, territory and the quality of life of the local population. These dynamics prompt us to approach tourism with a focus on efficiency, respect for the environment and as a tool for promoting our sociocultural heritage. Education plays a key role in understanding the challenges and opportunities that arise at different historical moments, and in providing businesses and public authorities with the knowledge and solutions needed to ensure responsible tourism management.

The concept of regenerative tourism

Values such as hospitality, inclusivity, sustainability, social responsibility, authenticity and respect for local culture are becoming increasingly significant in this new context. As some researchers have pointed out, today’s tourists are seeking authentic experiences that connect them with local communities and heritage. Aware of the impact their actions can have, they are demanding a more respectful relationship with the people and places they visit. This means that destinations must adapt to these new expectations, not only showcasing cultural and natural resources through enriching tourism experiences, but also prioritising the well-being of local communities.

The relationship between tourism and territory is, therefore, a complex dynamic that demands mindful and responsible management. This management must address the need to preserve, regenerate and strengthen the economic, social and cultural fabric of the areas, while also balancing the benefits and externalities. In this context, regenerative tourism, as a new theoretical and practical approach that goes beyond sustainable tourism, advocates for the creation, promotion or marketing of tourism experiences that encourage visitors to recognise their potential negative impact on the environment, motivating them to contribute to improving the state of the places they visit.

Thirdly, any higher education in tourism must have a university-level foundation. This means it should incorporate knowledge generated by research groups studying the tourism phenomenon. Given that tourism education must be a constantly evolving body of knowledge, the progress made in research over recent decades cannot be overlooked. Moreover, this research has had a strongly applied focus, aimed at making a positive impact on the sector.

There are many examples of this approach, such as the “Low Harm Hedonism Initiative” research project at the University of Queensland in Australia, which focuses on analysing and promoting more sustainable consumer behaviours and won the Alimara Through Research Award in 2021. Closer to home, the UB Chair of Tourism, Hospitality and Gastronomy CETT[1] model shapes its research activities through collaboration with Barcelona City Council and the challenges facing tourism at its destination. Education cannot be disconnected from this contribution, and therefore, there must be a transfer of knowledge from research and knowledge-generating bodies to the wider field of tourism education.

Finally, these reflections on the education model needed for tourism to become regenerative will have no foundation without capable and aligned tourism businesses and administrations. On one hand, they must ensure their activities contribute positively to the benefits of tourism. On the other, they must provide working conditions that attract and retain talented, well-trained and responsible professionals with a capacity to meet new challenges and needs.

A new perspective on tourism

The undeniable importance of tourism in our societies, both now and in the future, makes it essential to reconnect tourism development with the needs of society. This is not just about adapting tourism to reduce its negative impacts but about rethinking the activity itself to ensure it brings real benefits to both the community and the local area.

In this new phase, knowledge and education are key to guiding and managing tourism with this purpose in mind. While tourism education has already played a crucial role in professionalising the sector, it now becomes an indispensable pillar for shaping the new horizons that the tourism of the future demands.