"Do we have everything ready? We will have it by Monday morning," joked John Hoffman, CEO of GSMA and organizing entity of the Mobile World Congress, during the presentation this Thursday of Barcelona's new Digital Talent Hub. The irony synthesizes the magnitude of a mechanism that has been in operation for months and that, despite its complexity, always seems to finish adjusting at the last minute. The MWC is not just another event: since the congress settled in the Catalan capital in 2006, the event has become one of the world's great technological showcases and a structural piece of the city's economic calendar.
While the organization finalizes preparations, the city is already warming up to receive, from March 2 to 5, an edition that will occupy the entire Gran Vía venue of Fira de Barcelona —about 240,000 square meters— and that will also extend to the Talent Arena in Fira Montjuïc, focused on promoting digital talent. The forecast: more than 110,000 attendees from 205 countries, around 20,000 senior executives, and nearly 2,900 exhibitors, including tech giants such as Adobe, Google, Huawei, and Meta.
Under the slogan The IQ Era, with artificial intelligence as a transversal axis, the congress promises to set the pace for the technological sector for the coming years. But, beyond the figures, what is really brewing in the tech fair? What novelties are anticipated? And what impact does it have for Barcelona, beyond projecting it as the epicenter of the global tech map? We review keys, technological novelties, and their protagonists to orient ourselves in the immensity of the Mobile.
The IQ Era: artificial intelligence as a common thread
The Mobile World Congress functions above all as a thermometer of the global technology sector: it reflects both the trends that will mark the future and the inventions that could revolutionize our lives in the coming years. Although its name still evokes mobile technology, the fair has evolved and today encompasses a wide variety of sectors.In essence, it is a large showcase where brands take the opportunity to display their latest innovations and capture the public's attention. But it's not just an exhibition: this showcase also serves as a catalyst for meetings, alliances, and business opportunities, turning each stand into a strategic point of connections within the international technological map.
Under the slogan The IQ Era, this edition definitively consecrates artificial intelligence as a transversal axis, after several editions being the undisputed protagonist. It's not just about cloud applications or virtual assistants: AI is already integrated into devices, infrastructures, industrial systems, and even outer space. An unstoppable revolution that is transforming all aspects of daily life: from the way we work, communicate, or even relate.
In the field of mobile devices, several exhibitors will present the so-called AI Phones, terminals capable of executing advanced actions such as automatically summarizing meetings, acting as simultaneous translators, whether in person or via video call, or generating increasingly realistic images or videos from text. But AI is not just staying in your pocket: from massive data analysis to integrated assistants in small devices, artificial intelligence will permeate all verticals of the congress.
In the strictly mobile arena, the Mobile World Congress will once again be the chosen showcase for major industry launches. Among them, Samsung's new Galaxy S26 line, which deepens the integration of artificial intelligence into the device —from the camera to performance management—, and the latest model from Nothing, a brand that has made minimalist and almost transparent design its main hallmark. In mobile telephony, although 5G continues to dominate the discourse, the focus is already pointing towards 6G: ultra-fast networks that open the door to even more advanced applications and solutions.
Beyond the mobile devices that gave rise to the congress, there is an area that year after year captures the attention of visitors and curious onlookers —and, incidentally, floods social media with videos and photographs—: robotics in all its forms. From humanoid robots, and even prototypes with animal appearances designed to elicit a knowing smile or two, to automated solutions applied to industry, health, or logistics.
In robotics, the Chinese brand HONOR (owned by Huawei) is preparing one of the big surprises of the congress with its Robot Phone —with a detachable robotic camera to become a tripod, baby monitor, or home assistant— and will even go a step further: presenting its first humanoid robot.
The practical experience (touching, trying, interacting) continues to be one of the great attractions of the congress, which is why exhibitors arrive with their best assets at MWC. Meta, for example, will feature for the first time an immersive Meta Lab where virtual reality devices and applied AI solutions can be tested.
But in addition to touching, congress attendees will also have to look further: to outer space. For the first time, the Mobile World Congress focuses on space with a clear commitment to satellite connectivity, since, as Hoffman emphasized in the presentation of the novelties at a meeting with journalists, satellite networks are already transforming telecommunications. Thus, Hall 6 of the Gran Via venue will incorporate the New Frontiers area, dedicated to emerging technologies such as satellite networks, Earth observation, and quantum computing, with the participation of companies such as Eutelsat or Toshiba, among others.
Smart mobility will be another of the great protagonists of the congress, with demonstrations of autonomous and connected vehicles, and even cars operated remotely thanks to 5G technology. For the first time, in addition, the Mobile World Congress program will extend beyond the Fira de Barcelona venue and reach the Circuit de Barcelona-Catalunya —which the institution manages since this year—. Under the name CircuitX, on Sunday, March 1, one day before the official inauguration, some of the innovations that set the pace of the sector will be brought to the track: from the Formula E Gen3 Evo single-seater to demonstrations of remote driving of vehicles and security drones.
In addition to road mobility, the MWC also focuses on global air connectivity: the Airport of the Future, with the support of Airbus, at the entrance of the congress, will allow a deeper understanding of how aviation and the experience are transforming.
All these axes will be deployed without losing sight of the transversal concerns that currently cross the technological industry, such as cybersecurity —increasingly strategic in a hyperconnected and automated environment— or energy efficiency, key to guaranteeing sustainable digital development.
Global Exhibitors and High-Level Conferences
With all these innovations on the table, the MWC will once again bring together nearly 2,900 exhibitors, among whom, without a doubt, the presence of technology and telecommunications giants such as Huawei —with 10,000 square meters of exhibition—, Ericsson, Samsung, Google, Microsoft, Amazon Web Services or Xiaomi, among many others, stands out. As usual, there is one giant whose absence always attracts attention: Apple, which continues to bet on its own events and calendars, announcing its launches outside of the major international fairs.The exhibition will also feature more than 100 pavilions dedicated to specific countries, regions, and technologies. Among the novelties are new spaces promoted by delegations from Africa, China, Palestine, and Seoul. Despite the boycott announcement made months ago, the Israeli business ecosystem —with about thirty companies— will finally maintain its presence at the event under the umbrella of the Israel Export Institute.
But beyond fostering and closing deals, the Mobile World Congress also seeks to inspire and set the strategic agenda for the sector. With that ambitious purpose, more than 1,700 top-level speakers will pass through its 24 stages. Figures such as Gwynne Shotwell, from SpaceX; Johanna Faries, from Blizzard Entertainment; Tom Hale, from OURA, or British astronaut Tim Peake will participate in strategic conversations and reference sessions, alongside profiles from the business, technological, and creative fields.
The Catalan footprint: technology with its own accent
Beyond the global giants, the Mobile World Congress maintains a strong Catalan footprint. The Catalonia pavilion will once again bring together 44 companies and technology centers from the digital ecosystem supported by the Generalitat, which participate to showcase solutions, close international agreements, and strengthen their external projection. Alongside them, entities such as Barcelona Activa, Tech Barcelona, or ACCIÓ, as well as universities and research centers like the Barcelona Supercomputing Center (BSC), UPC, or Eurecat —which, among other innovations, presents a robotic system that learns new tasks by observing humans— will showcase the innovative muscle of the territory.In this context, the role of Mobile World Capital Barcelona (MWCapital) is especially strategic. The foundation not only acts as a bridge between the city and the congress, but also uses the MWC as a showcase to explain the city's innovation. This year, the MWCapital stand will focus "on the 20 years of Mobile in the city and how technology has evolved rapidly during this time thanks to the impulse of the congress," explains Jordi Arrufí, head of the Digital Talent area at MWCapital, to The New Barcelona Post.
But beyond the retrospective, MWCapital is committed to tangible demonstrations that show how truly disruptive projects are being led from Catalonia. From sensor technology applied to precision agriculture to the latest innovations in health and biotechnology, as well as the automation of industrial processes applied to both manufacturing and craftsmanship, the initiative highlights the technological creativity of the territory. All of this is presented through practical experiences, which allow visitors not only to imagine, but to experience innovation with their own hands.
But Catalan innovation also finds its natural space at 4YFN (Four Years From Now) —considered the "little brother" of the Mobile World Congress—, a stage where startups and entrepreneurs connect directly with investors and key players in the sector. In its twelfth edition, the event will feature more than 1,000 startups from 45 international ecosystems and is estimated to bring together 20,000 attendees and more than 1,000 investors.
In this space, the Generalitat will promote the participation of 62 Catalan startups, while ACCIÓ will accompany 36 of them with high visual impact demonstrations, highlighting the creativity and technological talent of the region. Companies from the Barcelona ecosystem accompanied by Barcelona Activa will also be present, from the phone that eliminates addictions (Balance Phone) to technology applied to reduce energy consumption at home (Mica Eco).
Talent Arena: closing the talent circle
If MWC is the global showcase and 4YFN the space for startups, Talent Arena wants to complete the ecosystem by putting the people who develop technology at the center. Driven by Mobile World Capital Barcelona and co-organized with GSMA, this event will celebrate its second edition in Montjuïc after exceeding 20,000 attendees in the first, and with the aim of repeating attendance records.Arrufí summarizes the purpose of the event as follows: "Barcelona and Catalonia are talent hubs; it seemed logical to have a large platform to connect this talent directly with companies." In Barcelona, there was no other event that focused on digital talent, despite the city already having nearly 129,000 professionals in this sector, and it is for this reason that MWCapital wanted to "close the Mobile circle: because behind great innovations and technology companies there are developers."
Despite the success of its first edition at Fira Montjuïc, Talent Arena is not content this year and is raising the bar: launching the XPRO Zone, aimed at profiles with more experience. "We have two clear audiences," Arrufí summarizes. "On the one hand, emerging talent looking for inspiration, first opportunities, and introductory training. On the other, more senior talent looking for specialization and to take their knowledge a step further." It is for this second audience that Talent Arena is launching this new area, which will feature more than 70 specialized conferences and 15 workshops and hackathons.
The event, which will exceed 200 sessions in total, will also include networking, mentoring, and skills development spaces. The most popular speakers will also be present, such as DJ and producer Steve Aoki or the inventor of the World Wide Web, Tim Berners-Lee. Nor will there be a lack of novelties in its exhibition area, which in this edition also showcases innovations in robotics and gaming.
Before the grand premiere: Barcelona is already preparing
With all these innovations and novelties, the Mobile World Congress has a tangible impact on the city: it positions Barcelona as the epicenter of the technological sector for several days, setting the pace of the industry globally. At the same time, the Catalan ecosystem is projected and boosted by the traction of the congress, reinforcing its visibility and collaboration opportunities.But the effect of the Mobile goes beyond the Fira de Barcelona venue: during the fair, indirect jobs are generated, along with an economic benefit that extends throughout the city, from hospitality and commerce to logistics and services, consolidating its relevance as a local economic engine in addition to a technological one.
In its previous edition alone, the Mobile World Congress generated an estimated economic impact of 561 million euros in Barcelona. Analyzing its trajectory since its arrival in the city in 2006, it is estimated that the congress has contributed 6.9 billion euros and generated more than 170,000 partial jobs.
Two days before the start of the Mobile World Congress, the city is already beginning to feel the effects of the fair's arrival. Hotels and tourist apartments in Barcelona will be close to full occupancy this weekend prior to the congress, which also coincides with the Goya Awards ceremony in the city.
According to data from the booking portal eBooking.com, a month ago 93% of hotel rooms in Barcelona had already been reserved for these dates, a figure that rises to 97% in L'Hospitalet de Llobregat. The average price per night is around 590 euros in Barcelona and 690 euros in L'Hospitalet, reflecting the strong demand generated by an event of this magnitude.
But hotels are not the only ones preparing for the arrival of congress attendees: restaurants, museums, and other cultural institutions in the city are also doing so. Considering the professional profile of the visitor — whose access to the Mobile World Congress starts from 989 euros and can go up to 5,499 euros — and the thousands of business meetings held in parallel, many restaurants are designing exclusive menus for the occasion, such as Gloria Osteria, Molino de Pez, or the establishments of Familia Nuria, adapting to the demand of an international and executive public.
And the city's mobility is also being prepared: TMB recommends accessing the venue via the L9 Sud (Fira and Europa-Fira stations), directly connected to the airport. In addition, there will be free shuttle buses for accredited individuals, taxis, and VTCs with specific stops.
With everything ready, all that remains is to delve into the MWC and let yourself be surprised by the latest innovations. In a venue of almost 240,000 square meters, comfortable footwear and the official congress app become essential allies to explore every corner and not miss any detail of an event that turns Barcelona, for a few days, into the epicenter of world technology.