In recent years, Barcelona is revalidating its crucial role internationally in the economy of the future. Ingredients such as its global connectivity, its rich business fabric, and its living conditions mean that more and more international companies are choosing the Catalan capital to expand and continue growing. So much so that it has already become the first European city in attracting foreign investment projects. However, these companies that settle in the city need a strong network of highly qualified employees to help them progress.
In an increasingly technological and changing world, finding the necessary talent to lead companies towards the new economy is a challenge, especially in large European cities. Thus, it is not surprising that the attraction and retention of talent is one of the main axes ---or verticals--- around which the Barcelona New Economy Week (BNEW) revolves, the event that seeks to bring together more than 12,000 professionals from around the world to rethink and debate the challenges and opportunities of the new economy.
In fact, it is not the first time that this vertical, which this year forms one of the seven main topics that the event will address, has been debated at BNEW. Since the second edition of this event organized by the Consorci de la Zona Franca de Barcelona (CZFB), talent has been a major part of the sessions and debates that take place within the framework of the event. In its sixth edition, and until October 2, 66 sessions and more than 100 hours of content have been scheduled thanks to the 320 speakers national and international who participate in them.
However, despite being a recurring theme, the challenge remains more relevant than ever, since, contrary to what one might think at first glance, disruptive technologies are not only not causing job losses, but these digital tools demand new, more qualified professional profiles. In fact, according to the BNEW New Economy Observatory —in which 473 professionals attending the event participated—, 46.7% of participating companies plan to expand their workforce thanks to digital transformation, while only 5.2% will reduce it.
"Talent is a scarce commodity for which all cities compete, but Barcelona is well positioned," emphasized Mario Rubert, director of International Economic Promotion at the Barcelona City Council. In fact, just as Barcelona is positioned among the first European cities that manage to attract foreign investment, it is also one of those that attracts the most foreign professionals, presenting itself especially attractive for a new professional profile that is on the rise: digital nomads.
Also known as expats, these professionals work remotely from anywhere in the world thanks to digital tools. Being able to settle in any country on the globe, the truth is that many of them are choosing the Catalan capital to establish their base city. In fact, the Catalan capital already attracts one out of every three digital nomads. "Barcelona offers, on the one hand, a city model that combines global ambition with a local perspective, as well as a quality of life and public services, such as the Barcelona International Welcome Desk, which make it easier for people from all over the world to settle here," said Rubert.
These attractions are shared by two digital nomads who also participated in the session within the framework of BNEW: Aram Melkoumov, CEO of Crowdlinker —who has been living in the city for five years and states "wanting to put down roots here"— and Ashutosh Gupta, head of service quality at Sanofi, a company that has precisely decided to double down on its commitment to the Catalan capital with a new hub for research and development.
From the DFactory set where the session takes place, some of these attractions can be easily observed. A warm climate that allows enjoying abundant sunny days. Global connectivity with a port and an airport —aviation and mobility are also, in fact, other verticals on which BNEW revolves— near the city. And an important industrial and economic fabric that extends beyond Barcelona and unfolds throughout a complex metropolitan region.
Integrating digital nomads into local culture
However, despite these professionals favoring the city's competitiveness, they also create challenges or problems to solve, such as the increase in housing prices, in an already highly strained city, or the loss of local identity and culture. It is for this reason that the speakers have agreed on the need to "balance and maintain a balance between continuing to present itself as an attractive city for international talent, and at the same time knowing how to retain local talent," summarized Marta Pastor, Customer Solutions Architect at Microsoft in Barcelona.And it is that, while thousands of digital nomads choose to settle in the Catalan capital, other people born in the city leave it looking for better salaries and housing conditions. Thus, more than 35% of Barcelona's inhabitants were born outside of Spain. For this reason, Rubert has urged foreign professionals who settle in the Catalan capital to "integrate into local culture and traditions." "We must strengthen the ties and the sense of city of these professionals, to prevent them from living in parallel circuits or bubbles."
Rubert stated this before a diverse audience, both in origin — BNEW has 30% international attendees, from more than a hundred countries — and in the sectors in which the event attendees work. In a conversation, moreover, that mixed English with Spanish, despite all the speakers residing in Barcelona.
Although talent marks a good part of BNEW's sessions, it is not the only vertical that the event addresses, which also focuses on digital industry, sustainability, aviation, health, experience, and mobility. With this combination, the event's objective is to mix sectors and trends – even if at first glance they do not seem to have anything in common – which in other types of congresses are treated separately, with the idea of creating synergies and business opportunities, based on the contacts established these days.
"We live in a global and interconnected economy, where collaboration and the exchange of ideas are fundamental to progress," summarized Blanca Sorigué, general director of the CZFB, at the opening ceremony of BNEW. Thus, during these days it is common to see attendees talking and exchanging these ideas in the hallways, in some of the multiple co-working areas of DFactory or even during breaks between sessions and in the few seconds an elevator ride lasts.
However, the forecast is that the event will bring together more than 12,000 attendees, between the 70% who attend in person at DFactory, and those who decide to connect online. And it is that BNEW continues to bet on a hybrid format, necessary at the time it was born —in the midst of a pandemic— and unusual in other congresses. A format commitment that entails a great audiovisual deployment: with three television sets installed in the DFactory, directors who meticulously control the time of each session and more than five camera operators for each of these sessions, to ensure that the attendee who decides to follow the congress virtually can do so with the highest possible quality.
A DFactory in full effervescence
Among the attendees, professionals from more than 1,350 are also representedstartups. Precisely, these startups are another of the CZFB's big bets, through initiatives such as its logistics incubator, as well as BNEW. Thus, throughout the event, five of the best startups from each of the represented sectors will have the opportunity to present their value proposition to a global audience, as well as to advisors who will help them refocus their strategy or the steps to follow. Proposals ranging from 100% solar traffic lights or smart bus stops, to sales training courses based on artificial intelligence or technologies capable of identifying brain biomarkers to provide a result in a few minutes.However, innovation is not something that is only seen on set, but is perceived in the continuous effervescence of DFactory: with a revolving entrance door that constantly welcomes attendees, as well as the employees of the 40 companies that are installed here working at full capacity. Only resting to demonstrate and teach some of their projects to attendees: from 3D printed models, drones or sustainable and low-emission vehicles for delivery solutions.
These innovations capture the attention of any event attendee, including that of the President of the Government, Pedro Sánchez, who took the opportunity to test some of them in person during his visit to BNEW. Just as companies take advantage of the event to demonstrate some of their latest innovations, the CZFB also does not want to miss the opportunity to offer a small taste of what Barcelona has to offer in terms of art and gastronomy, through fashion exhibitions, painting or even live gastronomic demonstrations.
All, from a DFactory that takes advantage of BNEW to demonstrate its crucial role in the economy of the future. Thus, before or after entering the event, the noise of the machines working on its ambitious expansion project, which should allow it to reach 60,000 square meters by the end of 2026, reminds us that the Zona Franca is already working to consolidate its key role in the economy and the Barcelona of the future.