From March 20 to 22, 2026, the Montjuïc venue will host a new edition of B Travel, the tourism fair organized by Fira de Barcelona, which has established itself as one of the main meeting points for the tourism sector and for an increasingly conscious, informed, and committed travel community focused on sustainable tourism.
Once again, the Responsible Tourism Institute (RTI) actively collaborates with this event, reinforcing its commitment to transforming the tourism model toward more responsible, experiential proposals aligned with current social and environmental values.
For Biosphere in particular, this collaboration represents an opportunity to continue promoting spaces where sustainability in tourism translates into real proposals, practical tools, and decisions that generate positive impact for both destinations and businesses.
B-Travel 2026 once again demonstrates that tourism is evolving toward a model that prioritizes quality, authenticity, and meaningful experiences. Under the slogan “Biajar,” the fair invites visitors to travel better (“If you want to travel well, come to B-Travel”), connecting with destinations through respect for the territory, local culture, and communities.
As highlighted by Patricio Azcárate Díaz de Losada, Secretary General of the Responsible Tourism Institute, “B-Travel has established itself as a fair that clearly reflects the evolution of tourism and that, once again, shows a firm commitment to a more responsible, experiential model capable of responding to today’s traveler, who seeks quality, authenticity, and sustainable experiences.”
In this context, Azcárate has emphasized that, “the natural integration of sustainability into an event of this scale once again confirms that the tourism sector is moving in the direction set by the market.”
The 2026 edition combines a broad exhibition offering with a program of activities designed for both the general public and industry professionals, integrating talks, gastronomic experiences, workshops, film, innovative formats, and networking spaces that make the visit a comprehensive experience.
One of the aspects we would like to highlight at B-Travel 2026 is the presence of the Chartered Community of Navarra as the guest region and the Republic of Uzbekistan as the guest country.
Two territories with very different identities, yet united by a shared vision of responsible tourism as a tool for sustainable development. And from Biosphere, we would like to emphasize the relevance of this selection.
As Azcárate notes, “we are talking about very different destinations, yet united by the same vision—a tourism model with identity that protects its territory, culture, and heritage as the foundation of its tourism proposal.”
Navarra arrives at the fair with a proposal based on sustainable and slow tourism, landscape preservation, local culture, and a non-massified model that highlights the value of both territory and population. Uzbekistan, for its part, brings an extraordinary historical and cultural legacy linked to the Silk Road, as well as a growing commitment to nature tourism and the sustainable diversification of its offering.
The presence of both destinations not only enriches the fair but also opens new opportunities for international collaboration and strengthens the positioning of sustainable tourism models with their own distinct identity.
The professional sessions at B-Travel are consolidating their position as one of the fair’s key strengths for the tourism sector. They provide an essential space to address the main challenges related to sustainability, tourism governance, and sector competitiveness.
In this context, Biosphere will play a prominent role on Friday, March 20, on the Central Stage with three strategic sessions that we highly recommend attending:
These sessions reinforce the RTI and Biosphere’s commitment to the real integration of sustainability into tourism activity, offering not only reflection but also practical tools to anticipate change and move toward tourism with greater positive impact.
It is true that the professional sessions represent one of the greatest strengths of B-Travel, especially for those professionals seeking practical tools and applied knowledge to adapt to a constantly evolving context.
In this regard, Azcárate emphasized that “these sessions not only foster reflection, but also provide concrete instruments so that companies and destinations can anticipate change and move toward tourism with greater positive impact—not only on the territory, but also on people, both travelers and residents.”
With this new edition, B-Travel 2026 consolidates its position as a space where inspiration, business, and sustainability converge to respond to new traveler demands and the structural challenges of the tourism sector.
For the Responsible Tourism Institute, collaborating once again with this fair means continuing to support destinations, companies, and professionals in the genuine integration of sustainability into their strategy and management.
From Biosphere, we invite tourism professionals and the travel community to participate in B-Travel 2026, discover new ways of traveling, and actively contribute to building a more responsible, competitive, and sustainable tourism model.
B Travel 2026
March 20–22
Montjuïc Venue · Barcelona
Photos: B Travel