Barcelona has an image as primarily a tourist city. This is the perception of most foreign professionals and entrepreneurs who have chosen the Catalan capital to work and live. This perception means that efforts are needed to improve its standing as a place to do business or research, explained Mercè Conesa, CEO of Barcelona Global, at the presentation of theInternational Talent Monitor 2025A study commissioned by the Barcelona Global association reveals that 62.9% of respondents perceive Barcelona as a tourist city, while only 7.2% see it as innovative and 2% as sustainable. This survey, conducted every two years, captures the pulse and trends in how international talent perceives the city. The analysis, supported by Banco Sabadell and the consulting firm Gaps, shows that international residents recommend "rebalancing the city's global narrative." 64.7% advise focusing more on technology and innovation; 57.7% on sustainability and climate; and 48.1% on creative industries, culture, and ecosystems such as life sciences to strengthen "a brand that projects Barcelona as the knowledge capital of Southern Europe," explained Oriol Molas, co-founder and CEO of Gaps.