Redefining luxury

In 2018, the Círculo Fortuny — an association comprising some of the most important brands in the cultural and luxury sectors — proposed amending the RAE dictionary's definition of luxury to encompass the increasingly prevalent notion of enjoying unique and exciting experiences.
 
Nowadays, luxuries such as a tomato freshly picked from the vine in season, a good meal shared with friends, a piece of craftsmanship or an immersion in nature are appreciated as much as, if not more than, ostentatious ones. This perception is also being transferred to tourism products.