A new romantic comedy-drama filmed in Barcelona, titled "La Vida Barcelona," has ignited local anger over concerns that it will further romanticize the digital nomad lifestyle and worsen the city's existing overtourism and gentrification problems.
The series, which translates to "Life in Barcelona," follows a Dutch designer named Julia as she begins a new life in the Spanish city. However, residents fear the show will exacerbate issues such as the proliferation of tourist apartments, the closure of traditional businesses, and the displacement of long-term residents.
An Instagram campaign, led by the account @lavidabarcelona, has emerged urging a boycott of the series and highlighting its potential negative impact on local life. Tommy Blanco, the creator of the Instagram account, told El Diario that the series is "the final straw" for a pattern of issues locals have been enduring for years. Spanish journalist Ana Polo echoed these sentiments, stating, "We have the feeling that we're being forced out of our neighbourhoods, and now, on top of that, we're going to see it romanticized in a TV series. That's the part that makes me even angrier."
The show's director, Ayla Spaans, stated that the intention was to "show a different Barcelona and remind people that the places with more personality must continue to exist," according to The Olive Press.
Barcelona is a popular destination, having welcomed 26.1 million visitors in 2025. Foreign national residents constituted 26.4 percent of its population as of January 2025, contributing to a record population of 1.73 million that year. The city has seen multiple anti-tourist protests in recent years, including incidents in Barcelona, Malaga, the Canary Islands, and the Balearic Islands.
Spain as a whole is projected to become the world's top tourist destination by 2040, with an estimated 110 million inbound visitors, surpassing France. This projection follows an all-time high of 97 million visitors to Spain in the previous year. In 2025, the United Kingdom alone accounted for 19.1 million visitors to Spain, spending nearly €24 billion.