B-Travel 2025 Strengthens Its Commitment to Sustainable Tourism

B-Travel 2025 is set to open the tourism season with a clear focus on sustainability, bringing together a broad range of destinations and travel experiences from 28 to 30 March at Fira de Barcelona. Hosted at the Montjuïc venue, the event will feature 120 direct exhibitors and around 600 indirect participants, positioning sustainable, high-quality tourism at the heart of its programme.

This year’s edition marks several important firsts, with new destinations such as Naples, Madeira, the Pyrénées Audoises region, and the autonomous cities of Ceuta and Melilla joining the fair. Alongside them, visitors will find major players from the tourism industry, including Paradores de Turismo de España, PortAventura World, Viajes El Corte Inglés and RACC Travel. The offer spans a wide spectrum of travel styles, from rural, industrial and railway tourism to inclusive LGTBIQ+ travel.

Sustainability as a guiding principle

According to B-Travel President Martí Sarrate, sustainability is no longer optional for the tourism sector. He underlined that environmentally responsible tourism not only protects natural surroundings but also raises the overall quality of destinations and helps reduce seasonality by encouraging year-round travel.

This vision is reflected in the launch of the Responsible Traveller’s Decalogue, developed in collaboration with Biosphere Certification and supported by regional authorities. The guide provides practical recommendations to help travellers understand and reduce the environmental and social impact of their trips.

The fair itself also leads by example, incorporating zero-waste initiatives such as limiting carpeting and reducing single-use plastics. These measures demonstrate how events and tourism businesses alike can actively reduce their environmental footprint.

Destinations from Spain and beyond

B-Travel once again positions itself as a one-stop travel marketplace for consumers, showcasing destinations from across Spain and around the world. All Spanish autonomous communities will be represented, alongside specific destinations such as Ibiza and Menorca in the Balearic Islands, Vitoria-Gasteiz in the Basque Country, and local highlights including Arona (Tenerife) and Calafell (Tarragona).

Internationally, the fair welcomes a diverse mix of destinations including Cuba, Croatia, the Algarve, Lisbon, Porto, Madeira, Ceará in Brazil, several French regions and the Dominican Republic. In addition, around 40 specialist travel agencies will present long-haul and niche travel options, ranging from the Arctic and Everest to destinations in Asia, the Americas and Eastern Europe.

Cruise tourism will also play a prominent role, with leading operators such as MSC Cruises, Royal Caribbean, Hurtigruten and Crucemundo presenting their latest itineraries.

Experiences, gastronomy and engagement

B-Travel continues to emphasise experience-based tourism through its six themed areas, each focused on a different way of travelling, including culture, adventure, industry and gastronomy. Visitors can also take part in the B-Travel Passport initiative, an interactive challenge that encourages engagement with exhibitors and offers prizes valued at €5,000.

Gastronomy will be a standout feature once again. Within the B-Delicious Fest area, visitors can sample sustainable, locally sourced dishes in line with Catalonia’s designation as World Region of Gastronomy 2025. The menu highlights regional products such as Ebro Delta rice, Pyrenean beef and Reus hazelnuts, complemented by Spanish classics and international flavours.

A platform for professionals

While B-Travel is primarily aimed at the travelling public, it also offers a robust programme for industry professionals. Highlights include the 40th edition of the CETT Alimara Barcelona Awards, the inaugural Sustainability and Competitiveness Forum, and practical workshops for SMEs. The agenda is rounded out by job and business networking events, accessibility and universal tourism sessions, and initiatives promoting cycle tourism and industrial travel routes.

With its growing international presence, strong sustainability focus and diverse programme, B-Travel 2025 reinforces its role as a key meeting point for travellers and professionals alike, setting the tone for a more responsible and resilient tourism industry in the year ahead.