Catalan tourism entrepreneurs are facing increasing pressure from various movements that advocate for a transformation of the region's tourism model. Despite the growing calls for change, industry leaders argue that they have been making significant investments in the sector for many years, which they believe contributes positively to the economy. With tourism accounting for 14% of Catalonia's GDP and directly impacting employment for 12.4% of the workforce, they assert the vitality of their current model.

However, recent discussions led by influential entities like the Cercle d’Economia have prompted scrutiny of the existing tourism framework. The Cercle d’Economia, through its Productivity and Innovation Initiative (IPI), released a report that criticizes the current model for being overly reliant on extensive growth, which is now showing signs of exhaustion. This critique highlights the need for a review of the model, as it generates mass employment but struggles with advancement in the value chain, ultimately affecting productivity and wages.

This situation presents a significant dilemma for Catalan tourism as stakeholders must navigate the tension between maintaining a successful economic driver and adapting to the evolving demands for sustainability and greater value creation. The debate indicates a critical juncture for the future of tourism in Catalonia, where balancing economic contributions with innovative and sustainable practices will be key to ensuring its continued success and relevance in the broader economic landscape.