The seventh edition of the Tourism Breakfasts reflected on the role of major events as drivers of tourism revitalization, international projection, and territorial cohesion in Catalonia. Speakers cited recent events such as the America's Cup Sailing and Manifesta 15 as examples, arguing that the success of these initiatives lies in the collaboration between public institutions, private companies, and civil society. Reference was also made to the potential of gastronomic and technological events to consolidate new tourism segments, as well as to the need to ensure a sustainable approach that is respectful of the region and local communities.

The speakers:

• Isabel Juárez - Commercial Director of the Circuit de Barcelona-Catalunya.
• Merce Conesa Pagès - General Manager of Barcelona Global.
• Arantxa Calvera - Consculluela, Director of the Catalan Tourism Agency.
• PhD Eugeni Osácar – Director of the UB Chair of Tourism, Hospitality and Gastronomy (CETT) (round table moderator)

The sixth edition: Tourist Tax in Catalonia: Where It Goes and Who Benefits, aimed to reflect on the management, impact, and opportunities offered by the tourist tax as a tool for moving toward a more sustainable and balanced tourism model in Catalonia. Emphasis was placed on the need for transparent management, a fair redistribution of resources, and the use of these funds to improve public services, preserve heritage, and offset the effects of tourism on municipalities.

The speakers:

• Miquel Gotanegra – President of the Tourism and Services Committee of Foment del Treball
• PhD Òscar Casanovas – Academic Director of the Bachelor's Degree in Tourism at CETT-UB and expert in tourism law
• PhD Eugeni Osácar – Director of the UB Chair of Tourism, Hospitality, and Gastronomy (CETT) (roundtable moderator)
• Albert Canadell – Representative of the Tarragona Hospitality and Tourism Business Federation (FEHT)
• Jaume Dulsat – President of the Girona Tourism Board
• Xavier Font Urgell – Deputy Director General of Territorial Tourism Development of the Generalitat de Catalunya
• Xavier Suñol Ferrer – Director of Tourism at Barcelona City Council

In this fifth session, titled "Digitalization in the Tourism Sector – Success Stories," we will explore how technology and innovation are transforming tourism through the presentation of successful case studies from some of its key sectors.

From accommodation booking to the promotion and personalization of experiences, including artificial intelligence applied to travel management.

Speakers:

• Xavi Garcia, Cluster Manager of the Tech Tourism Cluster promoted by the Directorate General of Tourism, ACCIÓ
• Eugeni Osácar, Director of the UB-CETT Chair of Tourism, Hospitality, and Gastronomy
• Adolfo Sánchez, Global Vice President IT at Radisson
• Rafael de Jorge, Founder of Growtur
• Javier Álvarez, IT Director at Vueling
• Xavier Pascuet, Innovation and Sustainability Consultant at the Girona Campsite Association and expert in Smart Destinations
• Miquel Gotanegra, President of the Tourism and Services Commission of Foment del Treball

In the fourth debate, they analyzed the challenges facing the tourism sector in Catalonia to promote a responsible, sustainable, innovative, and connected destination.

With the participation of executives, directors, and institutional leaders from the most representative public-private entities, they addressed crucial and essential topics such as improving mobility and connectivity at both national and international levels, managing tourism seasonality, and professionalizing the sector.

Additionally, they discussed the image of tourism activity and the challenge of improving it through awareness and educational campaigns that explain the economic and social contribution tourism makes to the city and its citizens.

Speakers:

• Guillermo Vallet: Executive Vice President of Catalonia Hotels & Resorts.
• Jordi Martí: President of the Corporate Association of Specialized Travel Agencies (ACAVe).
• Toni Castellar: Director of Camping La Ballena Alegre.
• David Riba: President of the Catalan Federation of Tourist Apartments (FEDERATUR).
• Damià Serrano: Coordinator of the Marketing Plan at the Catalan Tourism Agency.
• Carme Rubió: Deputy General Director of Territorial Tourism Development at the General Directorate of Tourism of the Generalitat of Catalonia.
• Eugeni Osácar: Director of the UB-CETT Chair of Tourism, Hospitality, and Gastronomy, who moderated the debate.

The debate reflected on the growing status of our ports as world leaders in this type of tourism. It also addressed the economic impact and job creation generated by this sector, as well as the promotional opportunities it offers across various local areas and activities. Additionally, it responded to common criticisms such as increased overcrowding in specific locations and the environmental repercussions resulting from the activity.

Speakers:

• Marta Farrero, Manager of the Tourism Board - Tarragona Provincial Council
• Silvia Romero, Vice President - Baix Empordà County Council and Palamós City Council
• Anja Wilde, Commercial Development Manager Western Europe - Intercruises
• Fernando Pacheco, General Manager MSC Cruises Spain
• The debate was moderated by Eugeni Osácar, Academic Director of the UB-CETT Chair.

The second Tourism Breakfasts was a debate about the future of Montjuïc, highlighting its potential as a green lung, cultural, and sports park in Barcelona.

The need for a comprehensive vision that connects the mountain with the city was emphasized, transforming it into a large, accessible, and strategic urban park. Initiatives such as promoting major sporting events, boosting cultural facilities, and developing new activities were also mentioned. With the aim of making Montjuïc an international benchmark, the importance of combining culture, nature, and sports for both locals and visitors was highlighted.

Speakers:

• Guillermo Vallet: President of the Tourism Commission of Foment.
• Eugeni Osàcar: Research Director at CETT Barcelona School of Tourism, Hospitality and Gastronomy.
• Susana Closa: Manager of the Barcelona Sports Institute.
• Ángel Díaz: President of Advanced Leisure Services, manager of Montjuïc Castle.
• Sara Puig: President of the Joan Miró Foundation.
• Pepe Serra: Director of the National Art Museum of Catalonia (MNAC).

The first edition of the Tourism Breakfasts at the Foment headquarters in Barcelona highlighted the importance of inclusive tourism that respects the territory, enhancing culture, gastronomy, sports, and events.

Emphasis was placed on the economic and employment contribution of the sector, the need for public-private collaboration, and sustainability as a fundamental pillar. Culture was also highlighted as a tourism strategy, along with the importance of offering unique experiences to visitors and the active promotion of quality destinations.

Finally, it was concluded that smart, responsible, and collaborative tourism must be a key driver of the sector.

Speakers:

• Guillermo Vallet: President of the Tourism Commission of Foment.
• Eugenia Basan: Marketing & Customer Intelligence Director at Port Aventura.
• Esther Rubio: Manager of the Rioja Oriental Wine Route.
• Alberto Guijarro: Co-director of Primavera Sound.
• Francisco Javier Castillo: Marketing, Commercial, and Communication Director of Puy du Fou Spain.
• Daniel Aristondo: Marketing Director of La Roca Village.
• Eugeni Osácar: Research Director at CETT and debate moderator.