As stated by the Government of Catalonia, the goals of the Year of Cultural Tourism in Catalonia are to:

• Link culture as a differentiating factor more closely to the Catalonia brand.
• Increase the volume of tourism income by offering a higher value tourism experience.
• Promote the creation of a quality offer oriented towards quality demand, by transforming cultural resources into saleable tourism products.
• Stress Catalonia’s value as a destination of self-governed, sustainable and competitive destinations, promoting better territorial distribution of tourism.
• Take this opportunity to reduce seasonal differences in tourism, highlighting the tourism value of Catalan culture.
• Increase the consumption of cultural tourism experiences by visitors once in Catalonia.
• Maximise the benefits that culture which takes advantage of tourism can also offer local residents.

The year-long, multi-channel UK campaign was unveiled 30 May 2019 at London's Guildhall. Media used include print, digital and out-of-home advertising (bus wraps and digital screens at Piccadilly Circus).

The UK is Catalonia's #2 source market