The public-private consortium Turisme de Barcelona has launched the “Barcelona is back” campaign, with which it seeks to promote the start of the Cycling Tour of Spain from the Catalan capital on August 26, and has deployed a large banner on the Gran Vía in Madrid.
In addition to this banner on one of Madrid’s most prominent avenues – which reads: “Come to Barcelona, ??live the return” -, the consortium has vinyled an AVE train that will run during the three months prior to the start of the cycling competition.
“The objective of the campaign is to generate interest and create expectation for an event that wants to impact the national public and those countries with the longest tradition in cycling, such as France, Italy and the Netherlands, and for this reason it has been decided to kick off departure to the actions in Madrid with the canvas and the Renfe train”, reported Turisme de Barcelona in a statement.
La Vuelta has not started from Barcelona since 1962, and this consortium wants to take advantage of this episode to “project Barcelona as the capital of sport and influence brand positioning, highlighting culture, sport, gastronomy, creativity and innovation as axes “.
Sports tourism, according to the analysis of the Observatory of Tourism in Barcelona, ??represents 20% of all visitors to the city.
In addition, this is a type of tourist who in 2022 left Barcelona, ??on average, 81.10 euros per night, which represents 12.8% more than in 2021, while their stay is longer than that of the other tourists who visit the city, with an average of 6.4 nights, 25.5% higher than the rest.
