BARCELONA – MTLG Destination Update 2024

Dwarfing even the most celebrated global tourism heavyweights, the Catalan capital has been ranked in the top ten most visited tourism destinations globally. While this has prompted exponential growth, it has led to protests, with locals demanding lower rent prices and a stop to gentrification. Barcelona walks a fine line; its economy depends on tourism, but the wave of tourists has been driving locals out of the city centre. Still, tourism brings a wealth of opportunities and acts as a catalyst for new investments and openings. Catalans still take pride in the city’s status as a host destination for the 1992 Olympics. The infrastructure of the Olympics still serves a noble purpose today. The football stadium is currently used by FC Barcelona. The Olympic spirit still permeates the air, and locals old enough to remember it say it feels like yesterday. One of the latest revitalisations in the city has been Barcelona’s Port Olimpic. Inaugurated in the summer of 2024, it has become a major culinary hotspot. Two behemoths of the culinary world, the Torres brothers, opened a casual restaurant amidst the new development. Port Olimpic not only aims at culinary-savvy travellers but also attracts event organisers. The modern halls within the complex, adjoined by shops for the blue economy, present the perfect choice for seafront events and receptions. Spain’s second city, although first in many fields, has also been a sustainability pioneer. Its green lungs – the city parks and trees – reduce the CO2 levels and heat by 20 to 40%.

Often, FC Barcelona’s brand eclipses that of the city. The iconic Camp Nou, currently under construction, will open its doors in 2026, with an adjoining museum and a future ice rink and indoor stadium. The city is booming with life, even in November, largely thanks to large conferences such as IBTM World and the Mobile World Congress that draw tens of thousands. Thanks to Fira de Barcelona, one of the most spacious and advanced conference centres in Europe, the city is head and shoulders above other European metropolises in terms of conference organising.

One of the reasons meeting professionals flock to Barcelona is IBTM World, matched only by Frankfurt-based IMEX in terms of size. This year’s edition was a momentous milestone for the organisers, as they commemorated the 20th anniversary of the show in Barcelona. On other fronts, Barcelona is forging ahead, too. Recently, the city hosted the 37th America’s Cup, sponsored by high-end brands such as Louis Vuitton. The sports event drew crowds from around the globe. However, the year was also tumultuous. The summer season proved to be the final straw for residents of the city, who rose against over-tourism and gentrification that has been pestering the city. In November, Spain was nearly submerged, with Valencia suffering devastating damage. Barcelona, too, did not escape unscathed, with the airport and motorways hit by flooding. Despite the setbacks, the city has reason for optimism. Global events such as the MWC 2024 are back and bigger than ever, fostering multiplicative effects for the community.

Barcelona and Vienna were among the first destinations to partner in a campaign titled “coopetition”. This approach benefited both sides, as the two giants now regularly rank among the top five global event destinations. The city is not only successful thanks to the coordinated efforts of the convention bureau, but because of the superb venues and hotels. In July 2024, Barcelona welcomed Labtwentytwo Barcelona, the first Tribute Portfolio hotel by Marriott in the city. A city icon was also recently revamped. Formerly known as the Juan Carlos I Hotel, once owned by a Saudi prince, the hotel is now called Torre Melina, Gran Melia Hotel. It retained many of the features of its predecessor, including a modernist lift and coarse concrete walls that give it industrial charm. But, the renovation also made the lush, verdant gardens and restaurants open to the public. Moreover, they connected the hotel with the award-winning Palau de Congressos de Catalunya. The monolithic conference centre boasts two spacious auditoriums. The largest can host up to 1897 guests, while the adjoining exhibition space can capacitate a further 2,000 attendees. On the other side of the city, Nobu Barcelona has been blazing a trail for luxury and lifestyle hotels. Barcelona is not only a city of top-tier hotels; it has phenomenal venues that are unusual in design. One is tucked away near the Barcelona Airport, set in a quaint country house from 1779. Centenària 1779 is a wonderfully restored family house that has been turned into a serene event venue. The owners tailor every last detail for the clients. In a cosmopolitan city such as Barcelona, plans are always afoot to build the greatest, tallest or highest.

When Norman Foster envisaged London’s Gherkin, the French architect Jean Nouvel, had an idea to erect a similar-looking tower in Barcelona. The chicken-or-egg debate was perused over and over, but the fact is that Torre Glòries was developed and constructed in parallel with The Gherkin in London. Both became icons of the two megalopolises. Today, the tower is home to a unique and interactive exhibition on sustainability and the city’s connection with nature. You can take your attendees to the tower for impressive panoramic views and a visit to an eye-opening exhibition. From the top of the observation tower, you can task them with recognising the most iconic landmarks, from the Sagrada Familia to the W Hotel.

Is it possible to rent out a hospital for an event? In Barcelona, indeed. Remotely different from the stereotypic sterile environment, the Saint Pau Hospital, emblematic of the Catalan Art Noveau, serves event attendees rather than ill residents today. Despite being near Sagrada Familia, the revered hospital is rarely visited by tourists. Where once patients used to heal from illnesses in an area lined by trees and surrounded by nature, event organisers can host events today. Constructed by Lluís Domènech I Montaner, the UNESCO-listed venue and its cavernous halls are fitted with modern equipment and impressive furniture pieces.

Sant Jordi World Book Day
(23 April)
W: https://www.barcelonaturisme.com/wv3/en/page/3409/sant-jordi-unesco-world-book-day-.html

Gran Premi Moto GP
(24 – 26 May 2024)
W: https://www.circuitcat.com/es/moto-gp/

America’s Cup: start of the Louis Vuitton 37th America’s Cup Match
(12 – 20 October 2024)
W: https://www.americascup.com/

IBTM World
(19 – 21 November 2024)
W: https://www.ibtmworld.com/

Tomorrow.Mobility World Congress
(4 – 6 November 2024)
W: https://www.tomorrowmobility.com/

The Catalan capital has been a mecca for foodies for generations. The Torres brothers were among the first to gain Michelin recognition, followed by other innovative Spanish chefs. Beyond their acclaim as beloved Spanish bites, tapas represent a way of eating. You can taste the moreish bites all over the city, but our recommendation is the Nobu Restaurant, where they have put a Japanese twist on local specialities. Another culinary hotspot has emerged in the Olympic Port, where several new restaurants are slated to open soon. Amidst the newcomers, there is one culinary institution, El Cangrejo Loco, which has been synonymous with the freshest seafood in Barcelona for three decades. Their seafood paella is otherworldly. Another spectacular choice for those in the know is the Berbena Restaurant, recommended by Michelin. The ebullient team creates stunning dishes and puts tarragon and local ingredients on a pedestal. No matter where you go, the food in Catalonia does not disappoint.

The Catalan capital’s appeal as a meeting destination is showing no signs of stopping. Tourism’s role in the city’s development is pivotal, but overtourism may be a concern for the authorities. Despite the recent troubles that rocked the Spanish boat, Barcelona remains a world-leading event hub. Its new, exceptional venues, coupled with the architectural heritage of Gaudi and other famed architects and artists, make it a compelling choice for large international gatherings. Above all, Catalan hospitality and culinary prowess make the destination a hotspot for events.

NOTE: The MTLG Destination Update is not a paid advertisement. The MTLG Destination Update was prepared based on a personal visit of Kongres Magazine’s assessor in November 2024. Based on the evaluation, Barcelona will be evaluated according to the Meeting Experience Index methodology. The MTLG evaluation will be prepared by the end of 2024.

Written by Jure Čad