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The tourism board bills them as "a European Mediterranean country," distinctly separate from Spanish cultural identity. Implied also is a political distinction as well with their NATIONAL history museum (select language to view in English). A google image search for "Catalonia is not Spain" will yield excellent visual materials to support the political will for greater autonomy. How is heritage and history used to create a local identity? Whose heritage is it?
Interesting...
Catalonia is not Spain. A region that can draw tourism on its own merits that is distinctly Catalonian and not Spanish. These people have strong cultural ties to Catalonia that makes it distinguishable from Spain.