Around 200 companies attended the Catalunya Convention Bureau (CCB) members’ day, organized by the Catalan Tourist Board, where new strategic initiatives were unveiled to drive the transformation of the Meetings Industry in Catalonia. Arantxa Calvera, Director of the Catalan Tourist Board (ACT), kicked off the event, which took place at Caves Freixenet on March 20.

This segment of tourism is significantly increasing the revenue it generates for the region, with 2024 expected to see an expenditure of €1.877.3 million—an 11.7% rise compared to 2023 and a 7.6% increase from 2019. “MICE is a high-potential segment for economic return and interaction with the local business community,” Calvera stated. Moreover, it encourages the de-seasonalization of tourism, as this segment attracts visitors year-round, especially in spring and autumn. “This type of tourism aligns perfectly with our 4D strategy, focused on developing tourism that promotes de-seasonalization, de-concentration, diversification, and increased spending,” she added. Visitors from the meetings and events segment represent 7% of total tourism in Catalonia—two percentage points higher than the national average in Spain, which stands at 5%.

The Catalan Tourist Board outlined strategies to further position the region as a leading international MICE destination, emphasizing innovation, sustainability, accessibility, and legacy. “Catalonia is committed to meetings tourism that leaves a lasting legacy, strengthens ties with the local community, and supports the region’s business and research ecosystems. We aim to attract events that generate a positive socio-economic impact and contribute to the responsible development of tourism,” Calvera affirmed.

As part of its strategy, the Catalunya Convention Bureau introduced key initiatives from its 2025 Integrated Action Plan (PAI). Highlights include the MICE TIC Day 2025, which will take place on June 17 in Barcelona and gather major stakeholders from both the tourism and ICT sectors to explore the latest technological innovations in meetings tourism. Another key event is the BEFuture Acceleration Day, scheduled for November 20, which will bring together European professionals and experts to discuss the future trends and perspectives of meetings tourism.

“We want to be agents of change in the meetings industry, offering unique value through cross-sector collaboration and our ability to adapt to the evolving needs of event organizers,” Calvera added. This approach is supported by the Catalunya Convention Bureau’s active involvement in strategic international initiatives, such as the European BEFuture project and partnerships with the Strategic Alliance of the National Convention Bureaux of Europe, the International Congress and Convention Association (ICCA), and the Professional Convention Management Association (PCMA).

One of the key announcements at the event was the proposal to develop an Impact and Legacy Plan, designed to ensure that events held in Catalonia deliver positive and measurable outcomes for local communities and the region. Additionally, the Catalan Tourist Board highlighted its participation in major international industry fairs, including IMEX Frankfurt and IBTM World Barcelona.

During the event, participants gained valuable insights into the Catalunya Convention Bureau’s new strategies to position Catalonia as a forward-thinking MICE destination. The event also featured presentations on the latest industry trends, market research, and discussions on the future of meetings tourism.

The Catalunya Convention Bureau program currently includes 285 affiliated companies and organizations, offering them a broad range of services to enhance their business operations and strengthen the international positioning of their MICE-related offerings.