"A vision for Barcelona's future"

"The project "A Vision for Barcelona's Future" was created with the goal of helping policy-makers in the Barcelona Metropolitan Area make informed decisions by providing them with expert insights to identify valuable strategic choices. From the outset, we aimed to create a Minimum Viable Product that would continuously evolve, being agile and immediately actionable while upholding academic rigor and accumulated expertise. Our focus was on identifying concrete actions that could be implemented in the short and medium term, thereby ensuring tangible and measurable impacts on the city. We are extremely pleased with the results obtained and the enthusiastic participation of everyone involved in the Research Advisory Groups (RAGs). From the PPP for Cities research center at IESE Business School, our intention was to make the most of available resources, including our internal expertise, contacts, and the knowledge of IESE professors, to contribute to the city's development and prosperity. Our ultimate goal is simple yet ambitious: to effectively assist Barcelona in critical areas that directly impact the quality of life of its citizens. This mission has driven us to work on the project presented in these pages, combining innovation with academic strength to generate practical and transformative solutions that pave the way toward a more prosperous future for a resilient and sustainable Barcelona."

"In the dynamic context of urban mobility, strategic collaboration among municipalities, cities, and metropolitan areas, along with private entities, becomes essential to implement effective, sustainable, and accessible solutions that positively impact citizens' lives. Technology plays a crucial role in this evolution, and smart data management is emerging as an increasingly valuable and decisive resource for the success of projects in this vital field. It is essential to find common ground and understand the diverse perspectives and interests involved, with the goal of advancing together toward innovative and effective solutions that enhance the quality of life in our cities."

"Logistics is the pillar on which the flow of goods in the economy rests. In a city, logistics generates a range of issues, such as emissions and public space congestion, which require a comprehensive vision for effective management. This RAG has focused on an in-depth study of the last mile—the segment in the distribution of a product from a warehouse to the final customer. It is the most costly and complex part of the logistics process and has the greatest impact on the urban environment. In a group with a diversity of perspectives—including retailers, logistics providers, and public administrations—the possibility of raising awareness among end consumers about the impact of their online purchasing decisions was discussed, encouraging them to choose more efficient and sustainable logistics solutions."

"If we consider which part of logistics has the greatest impact on the city of Barcelona, we realize it is urban freight distribution. The reasons we find ourselves in this situation are as follows: 1 - The city's efforts to create pedestrian-friendly zones, which complicate freight transport. 2 - The existing congestion in the city, 3 - Pollution and emissions caused by both transport and congestion. 4 - The limited resources that companies have to invest in new fleets and, especially, to adopt new business models. 5- The growing demand for online shopping. The RAG Logistics has focused its efforts on identifying and articulating solutions, agreed upon by all affected parties, to tackle this major challenge that the logistics sector must face."

"In the world of innovation, two key words stand out: collaboration and implementation. In a complex environment like ours, innovation must necessarily be collaborative. It is difficult for a single mind or entity to address solutions that reflect the diversity of realities we face. Moreover, it is not enough to devise good proposals; it is essential to execute them with mastery, which involves coordinating various actors and considering those who will be affected by these solutions. This work, driven by the PPP for Cities at IESE Business School in close collaboration with the Barcelona City Council and the Torras Family Foundation, represents both inspiration and a commitment toward the economic revitalization of Barcelona and its Metropolitan Area. Experts from public and private entities provide reflections that could lay the foundations for a more prosperous, inclusive, and sustainable Barcelona for future generations."

"Urban mobility is a sector that requires a clear transformation to ensure more efficient and sustainable transportation in a world of increasing urbanization. To achieve this change, digital and data-driven tools will play a central role. However, these solutions have yet to be identified, and beyond the technical aspect, we face significant questions regarding governance and coordination among the various actors that make up urban mobility. To address this challenge, the Urban Mobility RAG considered it highly valuable to bring together stakeholders from the public and private sectors, academia, and the third sector to jointly devise data-based solutions for urban mobility that contribute to a more sustainable, socially just, and innovative future for the Barcelona Metropolitan Area."

"Based on the fact that Barcelona has the essential ingredients for disruptive innovations to occur, which could ultimately generate business activity and benefit the region, the RAG on Innovation has identified the main weaknesses that hinder this potential. These include the lack of entrepreneurial talent and the scarcity of technological infrastructures that act as real accelerators for scaling up innovations, as well as low collaboration among organizations and limited business participation in public-private initiatives. The group, composed of representatives from sectors essential for building a strong and robust innovation ecosystem, has recognized the value of digital tools that allow for real-time monitoring of innovation ecosystems' evolution. Beyond mapping actors and infrastructures, these tools enable analysis of the relationships and collaborations established within the ecosystem itself and with others. This is crucial for strategic decision-making, both at the business level and, especially, in public policy aimed at strengthening innovation on a regional scale."

"The water crisis is one of the most urgent issues facing Barcelona. In the RAG Water Resources, it was concluded that determined political action is needed to address this problem after decades of delayed effective solutions. Tackling this crisis requires measures that both enhance water savings and improve efficiency in its use. We must be open to solutions from diverse areas such as infrastructure, regulation, technological innovation, public-private partnerships, or insights from behavioral economics. All of this, of course, must be grounded in data-driven knowledge and on-the-ground experience of local realities. Through this group, we sought to stimulate debate on the water crisis, with a perspective open to all types of proposals, given the urgency of the situation and its present and future impact on the economy and citizens' well-being."

"In the last decade, sufficient attention has not been given to water resource management. While there is planning in place, delays in execution and the need for additional measures have left us unprepared for new drought conditions brought on by climate change, like the one we are currently experiencing. The advantage is that there are technologically mature alternatives available that could help mitigate these situations in the future. To ensure the implementation of these available solutions, a cross-sector collaboration among all actors involved in water cycle management will be necessary, accompanied by decisive and consistent political action that enables modernization of infrastructures and promotes structural, forward-looking solutions to ensure and protect this essential resource for current and future generations.Miguel Hernández, Institut Cerdà "

"Access to affordable housing and improvements in energy efficiency are two central concerns in the urban context of Barcelona, a city where the disparity between income growth and rising housing costs has reached critical levels. In response to this situation, RAG-5 has developed a set of proposals aimed at addressing these issues comprehensively. During the third quarter of 2023, average rental housing prices in Barcelona increased by 23.7% compared to the previous year, contrasting dramatically with a modest 2.6% increase in average incomes. Additionally, 82% of buildings in Catalonia have a low energy efficiency rating (E, F, or G), highlighting the urgent need for sustainable renovation. In this context, the RAG proposes strategies that range from metropolitan-scale planning to the promotion of affordable and sustainable housing, along with a thorough review of the urban transportation model."

"Housing is an urgent challenge in the Barcelona area. The housing supply shortage in Barcelona has reached concerning proportions, with multiple and complex causes. Access to adequate and affordable housing is a crucial factor for economic progress and quality of life for city residents and an opportunity for young people. Urban development must include housing policies that promote a diversity of housing options, from social housing to sustainable residential developments. Within the framework of RAG 5, an in-depth analysis of this issue was conducted, bringing together experts to share key data on demographics, housing supply and demand, available land, promotion and construction of new housing, production processes, and administrative licenses, identifying existing barriers to the promotion of new housing. In this context, the primary goal of the working group has been to recommend essential actions needed to reverse the current trend and create effective solutions to improve the housing situation by accelerating construction processes and developing a public-private collaboration model."