With the slogan 'Viajar' it promotes responsible and sustainable tourism
B-Travel will offer the best destinations and experiences to inspire travellers
B-Travel, the tourism show organised by Fira de Barcelona, is preparing a renewed edition with a different design and an extended programme of activities for all audiences, with the aim of allowing visitors to discover some of the most outstanding tourist proposals of the moment. From 20 to 22 March, it will bring together more than a hundred exhibitors in Hall 8 of the Montjuïc venue.
Under the slogan ‘Viajar’, B-Travel will have more than 100 direct exhibiting companies, including practically all the Spanish autonomous communities such as Aragon, Andalusia, the Canary Islands, Castilla-La Mancha, Catalonia, Extremadura, Madrid and Navarre, as well as the island of Menorca and the Provincial Council of Gipuzkoa. At the international level, destinations such as China, Croatia, the state of Chihuahua (Mexico), France, Portugal and Uzbekistan have confirmed their participation to present their great tourist attractions, which go beyond their traditional images.
There will also be agencies specialising in experiences for audiences such as women and organising trips with unique proposals to destinations such as Colombia, the United Arab Emirates, Egypt, Mexico, the Patagonia region or the Nordic countries of Europe. Cruise companies, airlines and railway operators will also be present.
The president of B-Travel, Martí Sarrate, stated that “as will be demonstrated in this edition, the tourism sector has demonstrated its ability to adapt to the demands of a market that is more aware of respect for the environment, greater user of new technologies and eager to live unique experiences with the aim of being able to count on a more seasonally adjusted and better quality tourism”.
Visitor experiences
In this 2026 edition, Fira de Barcelona’s tourism show aims to connect even more with the concerns and demands of today’s travellers, a profile that seeks activities that generate new sensations and emotions. Thus, B-Travel will present a more specialized offer aimed at turning the visit to the event into a more complete experience. To make this possible, it will premiere an attractive and visual staging, organized in clearly differentiated thematic spaces.
In this sense, the director of the show, Laura Cardona, pointed out that “Biajar expresses our desire to promote responsible, authentic and conscious tourism, inviting us to connect with destinations and their inhabitants. B-Travel is the place to start getting inspired, discovering new ways of travelling and exploring proposals that transform each experience”.
Activities for the public and professionals
On the other hand, B-Travel will deploy an outstanding program of activities for the whole family. It will include a cycle of animated films, evening sessions designed to attract a young audience, workshops and gastronomic tastings, talks on sustainable tourism and LGBTQ+ diversity, as well as documentary screenings, formats with which to attract the traveling community.
In addition, in this edition, B-Travel will expand its agenda for professionals in the sector with proposals aimed at business, talent and knowledge exchange. Highlights include a workshop on film tourism and a panel on tourism and LGBTQ+ inclusion, in addition to the traditional B2B programme, which includes a new ACAVE Travel Market session, Barcelona Activa’s Job Market Place, a panel on industrial tourism and specific conferences on sustainable tourism.