From January 25 to 26, the city of Barcelona hosted the annual meeting of the Strategic Alliance of National Convention Bureaux of Europe, organized by the Catalunya Convention Bureau. This gathering brought together prominent members of the alliance with the purpose of strengthening Europe’s position as a leading destination for international business events.

During the event, participants had the valuable opportunity to exchange experiences and share knowledge, focusing on strategies that contribute to positioning Europe as a reference in the MICE industry. The exchange of ideas and collaboration among national Convention Bureaux are crucial for the joint development of strategies that drive the industry in the region.

The program of the meeting included an enriching visit to the 22@, Barcelona’s Innovation District, as well as a tour of the Official Outreach Center of the 37th America’s Cup Barcelona. These visits provided participants with insight into the region’s assets to incorporate innovation into events.

Founded in 2014, the Strategic Alliance of the National Convention Bureaux of Europe is a collaborative network of 29 Destination Marketing Organizations (DMOs) with the common goal of consolidating Europe as a leading MICE destination. Since 2019, the Catalunya Convention Bureau is an active member.