Barcelona is embarking on an exciting project aimed at revitalizing and rediscovering one of its most emblematic places: La Rambla.
The initiative, entitled “La Rambla, is a new model of urban tourism”, seeks to transform this famous avenue not only into an attraction for tourists, but also into an iconic place for the people of Barcelona themselves.
The public-private partnership between Amics de La Rambla, the City Council and GetYourGuide is leading this ambitious effort, which will run until 2027.
Redefining memory: La Rambla invents
At the heart of this strategy is “La Rambla Inventa”, an initiative that seeks to rethink the typical souvenir that symbolizes the avenue and transform it into something unique and local.
Amics de La Rambla invites local creatives, including design schools such as Elisava i Massana, to design a souvenir object that not only attracts visitors, but also captures the attention and love of local inhabitants.
The intention is to create something that authentically reflects the essence and history of La Rambla, thus raising the standard of current offerings.
A day is planned for early 2024 to reflect on the souvenir and the creation of this new representative object. From textiles to ceramics, the diversity of options will allow for a unique reinterpretation of the memories associated with La Rambla.
Territori Rambla: a physical and virtual space
The new souvenirs will not only be displayed in the stores along La Rambla, but will also have a special showcase: the “Territori Rambla” establishment. This physical space, scheduled to open its doors in 2024, will be a place dedicated to promoting the culture, history and traditions of La Rambla.
It will serve as an information center for both residents and visitors, offering unique cultural and gastronomic experiences.
Territori Rambla will also have a presence in the virtual space through GetYourGuide, creating an environment where the rich cultural offerings and history of La Rambla will be just a click away.
Rediscovering the icon
The “La Rambla Proposa” initiative focuses on activities that highlight the tangible and intangible heritage of La Rambla, aimed primarily at the people of Barcelona. From consolidated events such as Tast a La Rambla to new proposals such as “(Re)descobreix La Rambla”, which offers seven free guided thematic routes.
These routes explore secrets and elements that often go unnoticed, revealing the literary wealth, illustrious visitors and lesser-known history of La Rambla.
The “Observatori Rambla” will be a space for reflection and dissemination of studies related to La Rambla.
The installation of antennas on the avenue will allow the monitoring of visitor flows, providing vital information to understand and manage the impact of tourism.
