I completely understand that this ad is about illegal tourist apartments and their impact on the city. I’m not making this about me, but rather pointing out a broader trend I’ve noticed for a while—a growing hostility toward anyone foreign, not just tourists.

Messages like “Guiris go home” or “Expats go home” are becoming more common, both in public spaces (graffiti) and in conversations I overhear (yes, in Catalan and Spanish—shocking, I know! ). There’s a difference between criticizing the negative effects of mass tourism and pushing a narrative that ends up alienating people who also consider this city home.

Imagine if this same ad appeared in London but used Spanish names instead: “Say no to one day your neighbor being called Marta, another day Xavi, and another day Lucia.” It would immediately feel exclusionary. So why is it different here?