Catalan Tourist Board joins Atas to strengthen UK trade partnerships

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The Catalan Tourist Board has become an associate member of the Association of Touring and Adventure Suppliers (Atas) to strengthen its relationship with UK agents and operators.

Pilar Herrero, UK & Ireland director, said the tourist board will use its new Atas membership to provide the UK trade with up-to-date information, tools and inspiration to better sell Catalonia as a top destination for touring and adventure.

“We want to build strategic partnerships, grow product knowledge and collaborate on initiatives that position Catalonia as a must-visit destination,” said Herrero.

“UK travel agents are essential ambassadors of our destination. They play a critical role in guiding travellers through their holiday choices and are key to promoting lesser-known areas and more authentic experiences in Catalonia.

“Their expertise and influence directly support our aim to attract quality tourism throughout the year.”

Other support includes the development of direct connections between agents and Catalan tourism companies and help for tour operators and agents looking to expand their Catalonia portfolio, “with a focus on unique, sustainable and experiential travel”.

“Through Atas, we want to showcase Catalonia’s diverse and rich offering – beyond Barcelona,” said Herrero.

“Our region offers exceptional touring routes, cultural itineraries, nature and wellness experiences, gastronomy and active tourism.

“We want agents to see Catalonia as a year-round destination for curious and responsible travellers.”

She said the tourist board will be spreading its message at key industry events and via B2B communication channels.

“Familiarisation trips to Catalonia will remain important, allowing agents to experience the destination first-hand and deepen their understanding of its diverse offerings,” she continued.

“Additionally, we plan to host regional presentations across the UK and Ireland to deliver the latest updates and opportunities directly to our trade partners.”

She highlighted how the touring and adventure sector “perfectly aligns” with Catalonia’s “diverse geography and commitment to sustainable tourism”.

“This sector allows us to showcase hidden gems, encourage off-season travel and support local communities. It also attracts high-value visitors who are more likely to seek out authentic, immersive and responsible travel experiences,” said Herrero.

“We’re seeing increasing demand for tailor-made, experiential travel – especially among multi-generational families and active over-50s.

“There is also growing interest in wellness, cycling and hiking holidays, and food and wine experiences. Importantly, sustainability is becoming a key factor in decision-making for both travellers and the trade.

“Catalonia is proud to be a certified Biosphere destination, committed to sustainable tourism and innovation.

“As we look to the future, we are excited to work more closely with the UK travel trade through Atas, to promote a region that offers not only iconic sights but also depth, diversity and a warm welcome for all kinds of visitors.”

Claire Brighton, Atas director, said: “It’s great news to welcome the Catalan Tourist Board – there is so much for our agents to uncover about the region’s culture, coastline, countryside, gastronomy, wildlife and activities.

“The region’s sustainable and responsible tourism initiatives also align with the eco-credentials of Atas members and agents so we have plenty to learn.”