In October 2010, fifteen years ago, Barcelona approved the city's first strategic tourism plan. It was a pioneering document that highlighted the need to better distribute visitor flows, prevent overcrowding in certain areas, and ensure that tourism activity translated into a higher quality of life for residents. At that time, Barcelona already held a prominent place on the global map of urban destinations: the number of visitors was growing year after year, the port received almost two million cruise passengers annually, and the cultural offerings were expanding with leading festivals and large-scale exhibitions. But it soon became clear that the challenge was not simply to grow more, but to grow better.