Barcelona is rolling out a new approach to tourism aimed at curbing overcrowding and reducing what the city describes as tourism’s “impact” on everyday life.

The message centers on commissioner José Antonio Donaire’s goal of bringing down the pressure from Barcelona’s massive visitor numbers—nearly 16 million a year—arguing that growth has come with costs for housing, public spaces, and residents in heavily visited areas.

Under the plan, Barcelona intends to shift tourism from “more visitors at any cost” to a model focused on sustainability and limits, with tighter management in the areas most affected by footfall. The strategy emphasizes less strain on public services and neighborhoods, and it calls for tourism that is more evenly distributed across the city rather than concentrated in the same hotspots.

The commissioner’s role is framed as directly focused on reducing tourism’s footprint, using policy and enforcement tools meant to discourage excessive demand and encourage a more resident-friendly tourism balance.