It is one of the most iconic boulevards in Europe, but in recent years Barcelona’s La Rambla has been plagued by souvenir shops, pickpockets, and prostitutes. The city plans to transform the street, aiming to reduce the effects of mass tourism and restore the street to local citizens. The ambitious plan, expected to be completed by 2027, includes reducing traffic, adding arts centres, and replacing souvenir shops with authentic local businesses. Planners hope to make La Rambla more attractive to both locals and tourists by offering a more genuine cultural experience. Activists argue that the street has become a tourist monoculture, losing its diversity and charm. The city council wishes to attract tourists with respectful behaviour, not just those with money. Changes include widening the central boulevard, improving street lighting, and adding three new squares.