The Catalan Tourism Agency has launched a new strategy, ‘Estratègia (+) Catalunya, millor turisme’ (Strategy (+) Catalonia, better tourism), which redefines the relationship with visitors and emphasizes conscious tourism and the well-being of local communities. This initiative aims to integrate residents as 'prescribers' of the tourism offer, thereby contributing to the sector's improvement.
This positive perception in Lleida contrasts with the rest of Catalonia, where support for these issues is lower. However, certain concerns exist: 63% of Lleida residents believe that the arrival of visitors limits their activities and use of public space, and 60% feel that the capacity to absorb visitors in the region is being reached.
In light of this situation, the Agency is focusing its efforts on attracting the 'conscious' traveller, who values local purchasing and Catalan cuisine. According to Agency sources, this strategy directly benefits the local economy and the well-being of the host community.
An algorithm based on a Yale University index suggests that approximately 55% of tourists visiting Catalonia already fit this profile of a conscious traveller.
