B-Travel (The Tourism Show) 2027 – Barcelona, Spain

What to expect

B-Travel is the tourism and travel experiences fair organized by Fira de Barcelona, bringing together destinations, tourism organizations, travel companies, agencies, hospitality businesses and experience providers with travelers looking for ideas for their next journey. The event is designed as both a tourism marketplace and an experiential public event, allowing visitors to discover destinations, speak directly with tourism professionals, compare travel proposals and find inspiration for future trips. The official organizer describes B-Travel as a meeting point for travelers, destinations and tourism professionals, with a strong emphasis on gastronomy, culture, sustainability, activities and experiential tourism.

The upcoming edition will introduce a dedicated professional B2B area intended to strengthen business connections between tourism companies and industry professionals. The organizer is positioning this area around three major tourism verticals: active tourism, enogastronomic tourism and cultural tourism. This creates a useful distinction between the public-facing exhibition and the professional networking environment.

Destination discovery

Visitors can meet representatives from Spanish regions, international destinations, tourism boards, travel agencies and other organizations. The exhibition provides an opportunity to ask practical questions about destinations, discover lesser-known places and compare travel experiences directly with tourism specialists.

Experiential travel

B-Travel goes beyond traditional destination displays. Its programme incorporates gastronomy, workshops, talks, family activities, sustainability initiatives, tourism and cinema, cultural experiences and other interactive elements.

Travel planning

The exhibition area is designed to help travelers make more informed decisions. Visitors can obtain personalized suggestions, learn about activities and attractions, discover different types of holidays and investigate destinations according to their interests.

Event dates

B-Travel 2027 will take place from 12 to 14 March 2027 at the Montjuïc Venue of Fira de Barcelona in Barcelona, Spain. The official B-Travel website confirms the dates and location for the upcoming edition.

Event: B-Travel (The Tourism Show) 2027
Dates: 12–14 March 2027
Venue: Montjuïc Venue, Fira de Barcelona
City: Barcelona, Spain
Venue area: Hall 8 is identified by the organizer for the event
Organizer: Fira de Barcelona
Official website: B-Travel

Visitors should check the official website before travelling for the final daily timetable, activity schedule, exhibitor locations and any changes to access arrangements.

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Venue & exhibition site

B-Travel takes place at Fira de Barcelona’s Montjuïc exhibition complex, a historic venue located close to Plaça d’Espanya in Barcelona. Fira Barcelona describes Montjuïc as a large urban exhibition site with approximately 153,000 square metres of gross exhibition area and around 1,900 parking spaces in the surrounding area. The complex also has restaurants, taxi facilities, public transport connections and other visitor services.

The organizer identifies Hall 8 as the exhibition location for B-Travel. The hall provides a substantial enclosed environment for destination stands, travel companies, activities and thematic spaces.

The venue’s central position is particularly convenient for a tourism exhibition because visitors can combine the show with Barcelona’s attractions, restaurants, cultural venues and transport network.

Venue address

Fira Barcelona Montjuïc
Av. Reina Maria Cristina, s/n
08004 Barcelona, Spain

The Montjuïc complex is located around Plaça d’Espanya and the Avinguda Reina Maria Cristina axis, making the exhibition accessible from many parts of Barcelona.

Full event programme

The full programme for the upcoming edition is being developed by the organizer, with the event website already highlighting several major visitor experiences. The programme is expected to combine destination discovery with talks, gastronomy, cultural activities, family entertainment, sustainability content and professional tourism sessions. The organizer specifically promotes conversations involving travelers, experts and creators alongside practical travel inspiration.

Gastronomic area

The gastronomic programme connects food with destinations and local identity. Previous programming has included showcookings, tastings and presentations focused on the relationship between territory and cuisine. The format also incorporates an afternoon social element intended to create a more relaxed atmosphere for visitors.

Travel conversations

Talks and discussions give travelers an opportunity to hear from specialists and creators about changing travel habits, responsible tourism, destinations and new ways of experiencing places.

Family activities

B-Travel also provides activities designed for younger visitors and families. The organizer highlights dedicated experiences for children between four and twelve years old.

Sustainability

Responsible travel, environmental responsibility, inclusion and benefits for local communities are important themes within the event’s current positioning. Sustainability activities are designed to encourage travelers to consider the social and environmental effects of their travel choices.

Tourism and cinema

Tourism and film-related activities connect destinations with the way they are represented through cinema and audiovisual storytelling.

Key speakers & keynote speakers

A complete speaker roster for the upcoming edition has not yet been published by the organizer. B-Travel’s content is broader than a conventional conference, with speakers appearing across professional sessions, sustainability discussions, destination presentations, workshops and visitor activities.

The professional programme has previously featured tourism-sector representatives, destination authorities, travel organizations and specialists in areas such as sustainability, inclusion, screen tourism and professional development. The event also works with tourism organizations and specialist partners to create content for visitors and professionals.

The official programme should therefore be treated as the authoritative source for confirmed speakers once individual sessions and presenters are finalized.

Conference sessions & tracks

B-Travel combines a public tourism exhibition with a professional content programme. The professional side is particularly important for tourism businesses, destinations and travel-industry representatives seeking industry contacts.

Active tourism

This track covers travel experiences connected with sport, nature, outdoor adventure and rural tourism. It is aimed at a growing market of travelers looking for active holidays and experiences beyond conventional sightseeing.

Enogastronomic tourism

Food and drink are treated as important reasons for travel. This area connects destinations with local products, culinary traditions, restaurants, producers and food-focused experiences.

Cultural tourism

Cultural tourism brings together heritage, traditions, festivals, film tourism and experiences that communicate the identity of a destination. The organizer identifies this as one of the three core professional verticals.

Sustainable tourism

Sustainability content examines ways of developing tourism that respect the environment, local communities and cultural heritage. Previous professional programming has included sustainability workshops and discussions involving tourism organizations and specialists.

Inclusive tourism

The programme can also address inclusive travel, including experiences designed around accessibility, safety, diversity and welcoming tourism environments.

Session times & schedule

The detailed schedule for the upcoming edition has not yet been fully released. The organizer’s programme pages indicate that individual activity times will be published as the programme develops, and visitors should consult the official agenda for the confirmed timetable.

The event’s previous programming used different opening hours across the three exhibition days, with a longer evening format on the middle day and a shorter closing schedule. The current organizer page provides the established visitor timetable framework for planning purposes, but the final schedule for the upcoming edition should be checked directly with B-Travel.

Professional activities can operate separately from the main public exhibition programme. Some sessions may require professional accreditation, an exhibitor pass or advance registration, so visitors interested in conferences should check the access requirements for each individual activity.

Ticket types & registration

B-Travel has already published visitor ticket categories for the upcoming edition. Using an exchange rate of approximately $1.1225 for $1 equivalent of euro value, the published ticket prices convert to the following full USD amounts. The exchange rate is based on current market data and may fluctuate, so the final amount charged by a payment provider can differ slightly.

General ticket

The online general ticket is approximately $6.74, while the published box-office price is approximately $8.98. The ticket provides one-day admission and access to all show activities.

Professional Pass

The professional pass is approximately $6.74 online, with a published box-office price of approximately $8.98. It provides access to the show’s activities and is intended for professional visitors.

School Group Pass

The school group ticket is approximately $4.49 per entry and requires a minimum of 10 entries. It is designed for organized educational groups.

Carnet Jove

The youth card ticket is approximately $5.61 and requires the official accreditation card.

Reduced ticket

The reduced admission price is approximately $5.61 at the box office for eligible large families, retirees and people with disabilities, subject to the required official identification.

Children under 12

Children under 12 can enter free when accompanied by an adult with a valid general admission ticket, subject to the organizer’s stated conditions.

Exhibitor participation is separately priced. The published exhibitor information lists free exhibition space at approximately $178.48 per square metre, plus a registration fee of approximately $555.64 before applicable VAT. Exhibition space does not include stand construction or additional services.

Registration deadlines

The organizer has not published a single final visitor-registration deadline. Online ticket sales are already available, while individual professional activities can have separate registration requirements and capacity restrictions.

Visitors planning to attend conferences or professional meetings should register early because specialist sessions may require professional accreditation or an exhibitor pass. The conference programme indicates that some sessions can also require specific registration or invitations.

Exhibitor applications

Exhibitors can apply through the official B-Travel participation process. After an application is approved, the organizer issues the registration-fee invoice needed to confirm the reservation. Exhibitors can then arrange stands, furniture, electricity, cleaning, internet and other services through Fira Barcelona’s service platform.

Exhibitor list & major companies

The final exhibitor list for the upcoming edition is still being developed. The official E-Catalogue is intended to become the central directory for exhibitors, products, brands, countries and tourism proposals, allowing visitors to search participating organizations according to interests and destinations.

The organizer’s current participation information indicates that the event attracts more than 26,000 visitors, more than 1,600 accredited professionals and approximately 7,150 square metres of exhibition space.

Previous participation has included a broad selection of Spanish autonomous communities and destinations, including:

• Aragon
• Andalusia
• Canary Islands
• Castilla-La Mancha
• Catalonia
• Extremadura
• Madrid
• Navarre
• Menorca
• Gipuzkoa

International destinations represented through previous participation have included China, Croatia, Chihuahua in Mexico, France, Portugal and Uzbekistan.

Specialized travel agencies have also offered journeys to destinations including the United States, Asian countries, Arctic destinations and Nordic fjords.

The final exhibitor directory should be checked through the official E-Catalogue rather than treating previous participants as guaranteed exhibitors.

Exhibition halls & floor plan

The organizer identifies Hall 8 of Fira Barcelona’s Montjuïc venue as the exhibition location. The hall is designed to accommodate destination stands, tourism organizations, travel agencies, activity providers, gastronomic experiences, professional areas and visitor activities.

The B-Travel Passport serves as a visitor guide and contains information about the map of the different areas, activities and participating exhibitors. It also incorporates an interactive treasure-hunt format in which visitors collect stamps from participating stands.

The final stand-by-stand floor plan should be checked through the official website or visitor passport once the exhibitor layout is finalized.

Networking & business meetings

B-Travel has an increasingly important professional dimension. The organizer states that the event attracts more than 1,600 accredited professionals and is developing a dedicated B2B area to generate business opportunities and connect tourism professionals.

The professional area is structured around active tourism, enogastronomic tourism and cultural tourism. This allows tourism companies to meet potential partners around specific demand categories rather than relying solely on general destination networking.

Professional connections

Tourism boards, agencies, accommodation providers, experience companies and other industry organizations can use the professional environment to develop partnerships, exchange ideas and identify new business opportunities.

Buyer engagement

The E-Catalogue provides exhibitors with a digital presence before, during and after the exhibition, allowing potential buyers and visitors to find companies according to products, brands, countries and interests.

Industry sectors & highlights

B-Travel covers a broad cross-section of the tourism industry.

Destinations

National and international destinations form the foundation of the exhibition, with tourism boards and regional authorities presenting attractions, culture, nature and travel opportunities.

Travel agencies

Specialist agencies offer organized travel, themed holidays and destination-specific packages.

Active tourism

Adventure, cycling, hiking, outdoor recreation, rural tourism and nature-based experiences are key parts of the active-tourism segment.

Gastronomy

Local food, culinary traditions, wine tourism, producers and gastronomic experiences connect tourism with regional identity.

Culture and heritage

Museums, historic attractions, festivals, traditions and cultural routes provide inspiration for travelers seeking deeper destination experiences.

Sustainable tourism

The event emphasizes responsible travel, environmental awareness, local communities, cultural respect and authentic experiences. These themes were particularly prominent in the organizer’s previous-edition communications.

Family travel

Family-oriented activities and destination proposals make the exhibition relevant to parents looking for practical holiday ideas suitable for children.

Event rules & visitor information

Visitors should follow the admission conditions printed on their ticket and any specific requirements attached to individual activities. Tickets are generally valid for one day and the organizer states that exchanges and returns are not accepted.

Children under 12 require an accompanying adult, and visitors using reduced or youth categories must provide the relevant identification.

Activity access

Some professional sessions may require professional accreditation or an exhibitor pass, while certain activities may require advance registration or an invitation. Visitors should therefore check the access conditions for each session rather than assuming that a general visitor ticket guarantees entry to every professional activity.

Visitor passport

The B-Travel Passport can be used as a practical guide to the exhibition and its activity areas. It also allows visitors to participate in a treasure-hunt-style activity associated with participating exhibitors and prizes.

How to get there

The Montjuïc venue is centrally located near Plaça d’Espanya and is easily accessible from Barcelona’s main transport network.

From central Barcelona

Visitors can use the metro to reach Espanya station and then walk toward the Fira Barcelona Montjuïc complex. This is one of the simplest options for visitors staying in central neighbourhoods.

From Barcelona Airport

Travelers arriving by air can connect with Barcelona’s public transport network and continue toward Plaça d’Espanya. Taxi services provide a direct alternative for visitors carrying luggage or travelling in groups.

By taxi

Fira Barcelona venues have dedicated taxi facilities, making taxis a practical option for visitors arriving from hotels, railway stations or the airport.

Public transport & parking

Public transport is one of the most convenient ways to reach B-Travel.

Metro

Espanya station is served by Metro lines L1 and L3 and provides direct access to the Montjuïc exhibition complex.

Bus

The organizer lists numerous TMB routes serving the surrounding area, including D20, D40, H12, H16, V7, 13, 23, 46, 65, 52, 79, 91, 109, 150 and 165. Visitors should confirm current route information before travelling because public transport services can change.

Parking

Fira Barcelona lists approximately 1,900 parking spaces in the vicinity of Montjuïc. Availability can be limited during major exhibitions, so visitors who are not travelling with accessibility requirements may find public transport more convenient.

Taxi

Taxi ranks are available at Fira Barcelona venues, providing an additional option for visitors travelling directly to or from the exhibition.

Accommodation areas

Barcelona provides a wide selection of accommodation suitable for tourism-show visitors.

Plaça d’Espanya

This is one of the most convenient areas because it places visitors close to the exhibition grounds and major public transport connections.

Sants

The Sants area is useful for travelers arriving by train and provides straightforward connections toward Montjuïc.

Eixample

Eixample offers a broad range of hotels, restaurants and services and remains well connected to the exhibition venue.

Poble-sec

Poble-sec is close to Montjuïc and offers restaurants, cafés and accommodation within a relatively short distance of the exhibition grounds.

Ciutat Vella

Visitors who want to combine the tourism exhibition with Barcelona’s historic centre can stay around the Gothic Quarter, El Raval or nearby central districts and use the metro or bus network to reach the venue.

For professional exhibitors, Fira Barcelona also provides accommodation and travel services through its exhibition infrastructure. Visitors should compare hotel locations with transport connections rather than choosing solely by distance.

Previous year’s highlights

The previous edition demonstrated B-Travel’s growing emphasis on responsible, experiential and destination-led tourism. More than 100 exhibitors participated, with most Spanish autonomous communities represented alongside international destinations.

International destinations

The exhibition featured international destinations including Uzbekistan, China, Croatia, France, Portugal, Iceland and Indonesia, while specialist agencies presented travel opportunities across North America, Asia, the Arctic and Nordic regions.

Guest destinations

The previous programme gave particular visibility to an international guest country and a Spanish guest autonomous community, allowing those destinations to present their culture, landscapes, tourism strategy and local experiences in greater depth.

Responsible tourism

Sustainability was a major theme, with participating destinations presenting approaches based on environmental responsibility, respect for local communities, cultural preservation, inclusion and authentic travel experiences.

Family and leisure activities

The visitor programme included children’s activities, animated films, a pump track, gastronomy, tastings, workshops and entertainment. The B-Travel Passport also encouraged visitors to explore participating stands through an interactive prize activity.

Professional programme

The professional side included tourism conferences, specialized sessions, an industry marketplace and a job-related activity, strengthening B-Travel’s role as both a consumer tourism event and a professional meeting point.

Official registration & tickets

Visitor tickets for B-Travel can be purchased through the official event website. The published ticket page provides general admission, professional passes, school group tickets, youth-card admission, reduced admission and free entry conditions for eligible children.

Official B-Travel website and ticket information (https://www.b-travel.com/)

Visitors should use the official registration system for the most accurate ticket availability, access conditions and activity information. Professional visitors should also review the conference and B2B programme because individual sessions can have separate accreditation requirements.

Exhibitors can use the official participation area to submit an application, select exhibition space and arrange additional services. The organizer states that exhibition space does not automatically include stand construction, so exhibitors should budget separately for stand design, furniture, electricity, cleaning, internet and other required services.

Official contact

Fira Barcelona Customer Service: +34 93 233 20 00
Official event: B-Travel, Fira de Barcelona
Venue: Montjuïc Venue, Barcelona, Spain