B-Travel showcases the top destinations for responsible tourism

B-Travel, Fira de Barcelona’s tourism show, will land in Hall 8 of the Montjuïc venue from 20 to 22 March to promote more responsible tourism and improve the experience of visitors through new activities and offers. Under the slogan ‘Biajar’, the event will reaffirm its character as a benchmark tourism event featuring over a hundred national and international exhibitors.

The exhibitors of B-Travel 2026 will focus their offer on proposals linked to sustainable tourism that benefits the local community, respects cultural and social traditions, is environmentally responsible, inclusive, and offers authentic and quality experiences. A good example of this will be Navarre, the guest autonomous community, which will present its model based on sustainability, nature and respect for its traditions.

In addition to this autonomous community, B-Travel will also feature most of the Spanish Autonomous Communities including Andalusia, Aragon, Asturias, the Canary Islands, Cantabria, Castilla-La Mancha, Castilla y León, Galicia, Extremadura, Madrid, Melilla and La Rioja. The Balearic Islands will be represented by Menorca; the Valencian Community, by the Provincial Council of Valencia, Costa-Blanca (Alicante) and Oropesa de Mar (Castellón) and the Basque Country, by Vitoria-Gasteiz and the Provincial Council of Gipuzkoa.

These destinations add to the participation of the Catalan Tourism Agency of the Government of Catalonia and that of the tourist boards of the provincial councils of Barcelona, Girona, Lleida and Tarragona to showcase great attractions and best offers of local tourism.

The President of the event, Martí Sarrate, said that “the industry has the obligation to promote more respectful tourism to meet to the requests of an increasingly aware and demanding traveller”. “Commitment to this new tourism is key to deseasonalisation and to ensure the future and competitiveness of companies in this sector”, he stressed.

International offer
On the international level, Uzbekistan, the show’s guest country, will present its undiscovered nature and its thousand-year-old cultural, historical and architectural heritage. Along with this Central Asian country, visitors will be able to discover destinations such as Croatia, China, Egypt, regions of France, Iceland, Indonesia or Portugal. Likewise, nearly 40 specialized agencies will offer the possibility of traveling to destinations such as the United States, several Asian countries, the Arctic, and the Nordic fjords.

Thanks to this wide range of destinations, B-Travel becomes, once again, the great travel agency for the Catalan traveller, also launching a branding aimed at improving the experience of the public with a more specialised offer, organised in clearly differentiated thematic spaces.

The Director of the show, Laura Cardona, said that “B-Travel wants to connect even more with the interests of today’s traveller, who is looking for activities capable of generating new sensations and emotions“. For this reason “we have devised a format for the visitor to start travelling from the show itself”, she added.

Likewise, and in order to boost the visit to the event, the B-Travel Passport, a gymkhana in which the public must pass tests proposed by collaborating companies to obtain stamps in their passport and opt for prizes and gifts valued at 5,000 euros, will be held again.

Activities for all audiences
The B-Travel 2026 programme includes an offer tailored for different audiences and ages such as travelling families, food lovers, and travellers interested in culture or adventure.

Along these lines, the event will feature a space with activities, games and workshops for children up to 10 years old, screenings of animated short films and tourist documentaries, a pumptrack circuit, with ramps, jumps and cambers where speed depends on inertia.

Wine and gastronomy will once again play a prominent role under the production of the Baix Llobregat Gastronomy and Tourism Association (AGT), in a space offering a taste of sustainable, local and zero-kilometre specialities. In addition, Marc Frigola, a DJ from FlaixBac, will host a Saturday afternoon-night music session for visitors.

The show strengthens its role as a benchmark event for professionals in the tourism industry through conferences, specialised sessions and a job search area.

The first activities will take place on Thursday 19 with a session dedicated to industrial tourism and the presentation of the CETT Alimara Barcelona Awards. On Friday 20th, most of the professional programme will focus on a new edition of ACAVE Travel Market and the Job Market Place of Barcelona Activa. The programme is completed by a session on inclusive travel experiences for the LGBTQ+ traveller, a talk on screen tourism and a presentation on how to promote sustainable and responsible travelling.

Barcelona, 11 March 2026

Edu Pérez Moya
Tel. 93 233 21 66
[email protected]