WTTC: Barcelona cruise tax hike could threaten tourism competitiveness

The World Travel & Tourism Council (WTTC) is warning that proposed increases to Barcelona's tourist tax on short-stay cruise passengers could undermine the city's position as one of Europe's leading cruise destinations, reduce visitor spending, and ultimately impact local jobs and businesses.

The industry body says that while it recognizes the challenges of managing one of the world's most visited cities, raising taxes on cruise passengers risks making Barcelona less competitive than rival Mediterranean ports.

In a press release, Gloria Guevara, president and CEO of WTTC, said the organization is concerned about the long-term implications of the proposal.

"While we understand the complex challenges of managing a world-class destination, the proposal to increase the tourist tax on short-stay cruise passengers could place Barcelona at a competitive disadvantage compared to other Mediterranean ports.

Barcelona has achieved remarkable success over many years, establishing itself as a global leader in tourism. However, we are concerned that these significant achievements, along with the widespread economic benefits they bring to the local community, could be inadvertently undermined by this increase."

High stakes

WTTC argues that similar tax increases elsewhere have failed to deliver their intended results.

The organization points to its own research suggesting the UK economy could lose at least £14 billion in international visitor spending if daily visitor taxes of €10 were introduced.

According to the council, higher costs for visitors to Barcelona could reduce spending in restaurants, shops, attractions, and local services, weakening the broader economic contribution of cruise tourism.

The stakes are particularly high for Barcelona, one of the world's busiest cruise homeports.

The city welcomes around four million cruise passengers annually, with homeport passengers spending an average of approximately €255 locally—among the highest levels globally.

The cruise industry also contributed €11.9 million in taxes to the Barcelona City Council in 2024.

WTTC also highlighted research from the Cruise Lines International Association (CLIA), which found that more than 60 per cent of cruise travellers return to destinations they first discovered on a cruise, reinforcing the sector's role in generating future tourism.

The organization noted that Barcelona is already facing softer tourism demand amid broader global economic pressures. 

Transit cruise passenger numbers declined by 3.3 per cent in 2024, while international visitor spending is projected to grow by just 2.7 per cent in 2025, trailing several competing European destinations.

The solution?

Guevara said the solution lies in collaboration rather than additional taxation.

"We believe that long-term, sustainable growth in any major destination depends on effective, proactive planning and deep public and private stakeholder engagement at all levels. Rather than implementing these taxes, we recommend the local government to work closely with the tourism sector to find balanced solutions that support both the city's sustainability goals and its vital economic interests,” she said.

“To this end, the World Travel & Tourism Council stands fully ready to collaborate with all relevant local and international stakeholders to help identify the best path forward for Barcelona, acting as a partner to ensure the city remains a thriving, competitive, and welcoming global hub."

She added that sustainable tourism requires long-term planning rather than short-term fiscal measures.

"According to evidence, the future of sustainable tourism cannot be built on short-term fiscal adjustments,” said Guevara.

“It requires robust, long-term planning, meaningful consultation with the travel industry, and active stakeholder engagement at every level. By bringing together the private sector, local communities, and government authorities, destinations can co-design holistic strategies that protect local infrastructure without dismantling the economic engine that drives prosperity and jobs for the local community in Barcelona.”

“This approach helps ensure the city remains good for residents and good for travellers.”

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