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This paper explores how the so-called Bilbao effect and Barcelona Model are diffused internationally through what may be called urban policy tourism: short trips made to Bilbao and Barcelona by policy-makers to learn from their regeneration in the past 15 years. The paper reveals for the first time the substantial extent of this practice and contextualises it within a wider phenomenon of urban policy transfer and the international ‘motion’ of urban policies. Although both models are internationally known for a set of elements, this research shows that in fact the messages mutate and shift as they circulate through the policy circuits. Ultimately, however, the popularity of the Bilbao and Barcelona models suggests a process of global urban policy convergence. [ABSTRACT FROM PUBLISHER]