When the debate often arises about whether tourism is beneficial or harmful, the answer is always the same: it depends on what kind of tourism. It is, without a doubt, one of the most important economic engines of the country and an asset that must be taken care of. Betting on tourism cannot be synonymous with unlimited growth, but rather with growth based on criteria, emphasizing quality, added value, and coexistence with the city. Sustainable, respectful tourism that generates long-term wealth is the only kind capable of strengthening the economy without compromising the well-being of citizens.
In this sense, MICE tourism —meetings, incentives, congresses, events— is an example of how this activity can provide a high-level impact and contribute to filling hotels and restaurants in the city, create quality jobs, attract professionals and investments from key sectors, and position Barcelona in the world, strengthening its brand and that of the country.
The business visitor who comes to a medical congress or a technology fair has a very different profile from the traditional tourist. They spend more, stay more nights and, on many occasions, return: first as a congress participant, then as a tourist, and even as an entrepreneur who establishes an office in the city. Because what is truly valuable is not that direct spending, but the legacy that each major event leaves in the city that hosts it. The congress passes; the ecosystem remains and grows.
In this sense, the major technological, industrial, or medical congresses held in Barcelona have contributed to turning the city into an innovation ecosystem that has attracted startups, large companies, and has consolidated it as a pole of scientific excellence recognized worldwide.
Another virtue of MICE tourism is seasonality. This is not a minor characteristic if what we are looking for is a type of tourism that provides long-term sustainable growth. World-class events such as ISE, MWC Barcelona, Smart City Expo or Alimentaria are held on dates that allow the tourism sector to operate at full capacity during traditionally considered "low" seasons.
Barcelona plays today in the Champions League of the trade fair and congress sector, and we must be proud of it. But to continue competing at an international level, it is necessary to plan for the future with a long-term vision and make a joint effort, companies, institutions, and administrations.
Precisely, thanks to this joint work, at Fira de Barcelona we are projecting the venues of the future, with first-class infrastructures such as the construction of the new Zero pavilion at the Gran Via venue and the remodeling of the Montjuïc venue, investments that will consolidate our capacity to host the largest events in the world.
But beyond the exhibition facilities, we must take a decisive step as a city and a country, promoting an airport with great international connectivity, consolidating a wide and high-level hotel offer, guaranteeing a safe and friendly environment for visitors, and betting on a cultural and gastronomic offer based on excellence.
Only with the ambition to be the best can we attract the best. Because the MICE sector does not only generate visitors, it generates ecosystems, talent, and above all, it grants us a passport to sustainable growth and shared prosperity.