Since the late years of the 19th century, the Gracia district of Barcelona celebrates every year its Themed Decoration Street Festival during one week in the middle of August. The many different streets of the area compete against each other in decorating the most beautiful, the most original or the most sustainable street. The residents of each street come together to take on the challenge and build a special decoration based on a specific theme, such as Harry Potter, the Silk Road, Japan, emotions or whatever they jointly imagine and decide. As a visitor, it is an immersive, enjoyable experience to see the differently decorated streets.

When this tradition originally started, decorations used to be created using natural elements such as flowers or tree branches, together with more conventional elements such as coloured paper. Little by little, the decorations became more sophisticated, and during these last years, the quality level is in many cases really outstanding.

There are many interesting aspects of this tradition, which closely relate to the principles of Tourism 3.0: culture of collaboration and innovation, co-creation, human spirit-related mission, community involvement, etc.

Every street has an association of neighbours, consisting of residents of that particular street, and this association is responsible for choosing the annual decoration theme to develop. Once the decoration theme is decided through an open participatory process,  all the neighbours participate in accordance with their time availability, and work together over several months to produce the street decorations. It is really a great example of co-creation, cooperation, innovation and community involvement!

Moreover, there two interesting elements related to the human spirit mission and raising awareness about sustainability: most of the materials used to produce the decorations are recycled materials such as plastic bottles, bottle caps, carton boxes, egg boxes, industrial cork, light bulbs, cans, etc., which makes the creativity challenge especially interesting.

In recent years, beyond themes related to films, cultures and imaginary worlds, there has been a growing focus on decorations linked to sustainability issues, such as the protection of biodiversity or the pollution in the oceans, which aim to raise visitors’ awareness on these topics, aligning with human spirit related mission as in the Vision of Tourism 3.0.

You can see some further information and pictures in the following link

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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