Tailored Tours Barcelona curates exceptional experiences across culture, gastronomy & the arts


As a creative travel studio it is our love for thoughtfully crafted experiences

and unique insight that make

our work truly exceptional


Whether an individual or brand, we engage

at every point along the way to understand

your needs, interests

& passion


As travel experts we design creative proposals & provide seamless logistics with steadfast attention

to detail


 We connect passionate travelers with unique places & artisans with meaningful stories 

to tell



Tailored Tours Barcelona brings years of industry savoir faire and a team of experts ranging from historians and gastronomes to professional photographers, street artists

& visual storytellers

Jonathan Lerner


Originally from New Jersey, USA, Jonathan graduated with honors from the University of Pennsylvania with a dual degree in International Relations & Spanish History, continuing his studies in Arts Management at Pompeu Fabra University in Barcelona. After several years working in real estate management between Spain & Belgium, he found that his true passion and relentless curiosity in art history, architecture, music, Modernist thought & Jewish Heritage met their ideal expression in Barcelona. Jonathan has led travel groups in Latin America and curated cultural experiences for brands & foundations across Europe. It is his mission to re-brand the concept of tourism as a thought-provoking and transformative experience.

Maddalena Relli


Maddalena grew up in the cradle of the Renaissance in Florence, Italy. Daughter of a coffee purveyor, Maddalena has studied, advised & worked in gastronomy all of her life. After receiving her Masters from the University of Gastronomic Sciences in Italy, she joined Slow Food, researching & leading study trips all over the world - from Spain to Chile to Albania - to better understand the role gastronomy has in defining culture. As versatile as she is resourceful, Maddalena has consulted for Slow Food & Autogrill and currently lives in Provence, France. Her curiosity for and knowledge of  food, drink & custom is matched by a deep-rooted philosophy in gastronomic sustainability. 

Luke Watson

Street Artist & Historian

Luke has been a citizen of Barcelona for nearly a decade, although he will tell you in perfect Spanish or Catalan that he proudly comes from Johannesburg, South Africa. His background in design led him to work with a renowned fashion house in London before his move to Barcelona, where the Mediterranean & a vibrant arts scene fuel his passion. Luke finds the label of 'tour guide' as outdated and lackluster and prefers to think of himself as "a Master of Experiences, seeking not only to show people the fascinating places in the world, but to make them come alive." Luke's innate skill for storytelling, charisma, far-reaching anecdotes & sense of humor follow him and every tour he leads across Spain, Belgium, Italy & France.

Erik Ossell

Professional Guide & Avid Traveler

As professional guide in Barcelona & the greater area for over 6 years, Erik, a native Minnesotan, has called Spain home since 2008. A prolific traveler, Erik spends months each year exploring the farthest corners of the globe, incorporating his fascination for culture, history & cuisine into his tours. His deep seated passion for Barcelona's complex history, politics & social diversity are shared with both insight and sensitivity. With degrees in Political Science and Spanish, Erik has held management positions at Citi Bank and The Esalen Institute in Big Sur, California. Masterful storyteller and genuine people person, Erik's mission is to reveal those places and perspectives that would normally elude the traveler, and in doing so move people in a lasting way.

José Varela


Born in Cádiz, Spain, from an early age José was captivated by photography & video at a time when the world still shot on film and spun video cassette. After years working as a press photographer, José graduated in 2004 with Honors in Photography & Multimedia from the Polytechnic University of Catalonia and subsequently developed a mature body of work across social journalism, fashion & industrial photography, digital editing & 3D design. José currently teaches Photography at the IDEP Institute for Advanced Studies in Barcelona. José believes that the pleasure of creating, in his case with a camera, is the greatest gift a human being may have.

Maïté Cardon

Artistic Director

Maïté has a multidisciplinary background across law, political science, communication & mediation. Following her studies, she traveled the world out of a fascination to better understand people and the world around her, always with camera & pen. As Artistic Director, Maïté's talent for visual concepts is coupled with a passion for storytelling and an understanding of the individuals she works with. Previous to Barcelona, Maïté lived in Brussels, where she worked for a theatre company, developing & communicating strategy on a European institutional level. Drawn to the mountains and the sea, Maïté has found that Barcelona provides the ideal backdrop for inspiration as she embarks on a new journey exploring the creative process, aiming to build bridges between the arts & human relationships.



Interview on Market Place Weekend - Jonathan Lerner, Founder of Tailored Tours
00:00 / 00:00

Since 2016 we support AIDA, a Barcelona-based NGO dedicated to the advancement of cultural development at home and abroad and firmly committed to Barcelona's future cultural engagement. Read more about AIDA here.

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