When Rio de Janeiro became the seat of the 2016 Olympics, the mayor announced his desire to make the city a “New Barcelona,” as a reference to the “Barcelona Model” (1992 Olympics). After two decades, Barcelona is experiencing a crisis. Some interventions have been successful, making the city an attractive tourist destination. However, Barcelona nowadays faces the spectacularization of its public spaces, where traditional neighbourhoods and heritage places lose their significance due to deficient mass tourism management. Rio is going in the same direction with the strategic promotion of its image. When it received the title of World Heritage (UNESCO), it established itself even more as a tourist destination, directing its management toward urban entrepreneurship. This title increased the value of the sites appreciated by the tourism industry, reflecting the marketing value-oriented policies. Locals begin to feel the effects of the investments in mega-events, notably in real-estate speculation.