The IMM Brasil 2026 (International Media Marketplace), organized by TravMedia, took place on April 13 at the InterContinental São Paulo. Representing the Government of Catalonia in South America, Jordi Solé leads the promotion of the destination in key markets such as Brazil, Argentina and Colombia, aiming to increase visitor flows to the region.
The challenge beyond Barcelona
Despite Barcelona’s global appeal, the main challenge is showcasing the diversity of Catalonia as a whole. According to Solé, many travelers limit their visit to the capital, missing other regions rich in culture, nature and experiences.
To encourage broader exploration, the “Grand Tour of Catalonia” was created — a 2,000-kilometer itinerary designed to be completed in around 13 days. Divided into five sections, it allows for flexible travel formats such as car or motorcycle, promoting a more comprehensive journey across the region.
Diverse landscapes and experiences
Catalonia stands out for its variety within a relatively small territory. In the north, visitors can find mountains, ski resorts and adventure tourism, while the Costa Brava offers charming villages, beaches and historic cities like Girona, also known as a filming location for Game of Thrones.
Culture and artistic heritage
The region is home to key cultural landmarks such as the Dalí Museum in Figueres and the town of Cadaqués, where the artist lived. Its architectural and historical heritage blends with local identity, creating unique visitor experiences.
Internationally recognized gastronomy
Catalonia is globally renowned for its gastronomy, with more than 65 Michelin-starred restaurants and leading figures such as Ferran Adrià and the Roca Brothers. The region also strongly promotes wine tourism, with various wine routes and denominations of origin, including cava production.
For families, the combination of Barcelona and Tarragona is a key highlight. Tarragona, a UNESCO World Heritage Site, features significant Roman ruins and is located near PortAventura World and Ferrari Land, one of Europe’s major entertainment complexes.
Culture takes center stage in 2026
The region promotes the destination through annual thematic focuses. After highlighting gastronomy, 2026 will be dedicated to culture, with a special emphasis on architecture. The program includes the 100th anniversary of the death of Antoni Gaudí, alongside milestones such as developments at the Sagrada Familia and the World Architecture Congress.
With a strategy that combines international promotion, structured products and diverse experiences, Catalonia reinforces its positioning as a comprehensive destination, inviting travelers to explore far beyond Barcelona.
Reporting and photo: Mary de Aquino.