Abstract
The present article tries to evaluate, from the analysis of different managerial components and factors, the degree of competitiveness and dynamism of a tourist destination. To carry out this analysis, the city of Barcelona and its role as the capital of Catalonia have been chosen. At a time of deep worldwide economic crisis due to Covid-19 pandemic tourism has declining by 70% worldwide during 2020. Nevertheless, tourism has demonstrated its great resilience and strength as a global engine for economic activities development generating jobs and wealth over the last decades. It is in this context, where the article analyzes the behavior of Barcelona, as a reference for the destination Catalonia, in front the pandemic crisis and the strength of new emerging tourism competitors. Indeed, the reorganization of the pattern of distribution of tourist flows in the global tourism market due to health restrictions and the pace of economic emitting powers recovery generates a significant number of new opportunities. Tourist flows are posing new challenges in terms of their reception, the management of their stay and the fulfillment of a high degree of satisfaction in relation to their tourist experience. This article analyses a series of strategies promoted by different agents and managers in the field of tourism to subsequently present a set of recommendations to help assist decision-making in a tourism sector that is going through difficult times.
Highlights
Tourism has demonstrated its great resilience and strength as a global engine for economic activities development generating jobs and wealth over the last decades. It is in this context, where the article analyzes the behavior of Barcelona, as a reference for the destination Catalonia, in front the pandemic crisis and the strength of new emerging tourism competitors
This article analyses a series of strategies promoted by different agents and managers in the field of tourism to subsequently present a set of recommendations to help assist decision-making in a tourism sector that is going through difficult times
While international tourism is immersed in a severe economic crisis due to the pandemic of Covid-19 new adapted forms of tourism development must be put in place
Summary
While international tourism is immersed in a severe economic crisis due to the pandemic of Covid-19 new adapted forms of tourism development must be put in place. Its status as a capital with a strong concentration of goods and services empower its attractiveness far above the Global Catalonia tourist brand itself or other successful Catalan traditional seashore tourist brands In this sense, it is necessary to point out the product management development effort done by the Turisme de Barcelona Consortium during the past decades. The concentration of cultural assets like museums in Barcelona offers a wide range of leisure opportunities for tourists that should allow them to get to know and delve into the history and heritage of Catalonia as a distinctive national and cultural identity It is at this point where Barcelona must strengthen its Global Catalonia tourist brand marketing strategy to contribute to spread international tourist flows towards inland areas that have not still benefited by the arrival and stay of foreign tourists. Offering an extensive range of truly distinctive exceptional experiences with high-quality associated services should be one of the key components of Catalonia’s competitive edge
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