Learning from #Barcelona Instagram data what Locals and Tourists post about its Neighbourhoods

Massive tourism is becoming a big problem for some cities, such as Barcelona, due to its concentration in some neighborhoods. In this work we gather Instagram data related to Barcelona consisting on images-captions pairs and, using the text as a supervisory signal, we learn relations between images, words and neighborhoods. Our goal is to learn which visual elements appear in photos when people is posting about each neighborhood. We perform a language separate treatment of the data and show that it can be extrapolated to a tourists and locals separate analysis, and that tourism is reflected in Social Media at a neighborhood level. The presented pipeline allows analyzing the differences between the images that tourists and locals associate to the different neighborhoods.