Meet in Barcelona
The Catalan capital’s sense of fun and iconic sights make for exciting incentives
The Catalan capital’s sense of fun and iconic sights make for exciting incentives
There is something about arriving in Barcelona that immediately puts you at ease. Whether it’s the sight of the Mediterranean lapping at the sweep of the Olympic Harbor, the lush parks and gardens glimpsed from the trundling airport bus, the rambunctious activities along La Rambla or merely the wide smile of a hotel receptionist welcoming a stranger, the city feels like a lot of fun.
Like many European hubs, Barcelona boasts a rich heritage. Established as a Roman outpost more than 2,000 years ago, and later becoming an important addition to the Kingdom of Aragon, the coastal enclave has remained a travelers’ must see for its high culture, quirky architecture and laid-back ethos.
Through the years, Barcelona seems to have had a knack for reinvention and raising its profile. In 1888, it was the site of Spain’s first international trade fair, La Exposición Universal de Barcelona, followed in 1929 by the Barcelona International Exposition. Then, just when the city needed a compelling reason to rejuvenate what had become a predictable skyline, the International Olympic Committee awarded it the 1992 Summer Olympic Games.
Since then, it has swiftly added to its arsenal of attractions, a number of which provide impressive settings for all types of business events. The Forum Zone, opened in 2004 in the new Diagonal area, boasts some of the largest convention facilities and hotels in Europe. Medieval and late 19th-century structures have been spruced up and converted into chic post-conference options, while deluxe hotel chains such as Mandarin Oriental, Le Méridien, Ritz-Carlton and W have set up shop in prominent locations.
While Antoni Gaudi’s beloved Sagrada Familia church remains Barcelona’s foremost landmark, other imaginative edifices are starting to share the stage. These include Jean Nouvel’s iridescent Torre Agbar, headquarters of the local water company, and Enric Massip-Bosch’s triangular Torre Diagonal Zero Zero, seat of communications company Telefónica.
Mercedes Garcia, marketing manager for the Barcelona Convention Bureau, says her city’s transformation over the past two decades reflects “a dynamic and pioneering spirit as well as the drive and capacity for innovation of a young society.”
“We’ve been ranked one of the top five meeting destinations in the world since 2001, and even reached first position in the past,” she adds. “We’ll keep promoting Barcelona as a meeting and incentive destination to maintain that good reputation in the years to come.”
The climate and variety of activities have also contributed a great deal to Barcelona’s popularity with the events community. Cristina de Seras, director of Barcelona Business Pass, a conference organization and destination management company, observes that the weather is“mostly nice throughout
the year, ”although she recommends making a plan B for al fresco affairs in case of unexpected rain.
Destination management companies (DMCs) often try to inject an Iberian flavor into teambuilding exercises and group experiences. De Seras describes one activity in which participants learn how to play various instruments together (classical guitar, cajon drum, palillos rhythm sticks and palmas hand clapping) for a Flamenco performance, then put on a show with the help of a professional singer.
Another task is forming a castell (human tower) – a uniquely Catalan feat that is staged during town festivals and provides fierce competition among the castellers seeking to build the tallest column. For the foodies, there are paella and sangria-making lessons, and art lovers can receive guidance in fashioning pottery from renowned ceramist Jordi Serra.
Then there is FC Barcelona, the wildly popular football club and one of Spain’s bestknown exports. The DMCs offer visiting clients a chance to see where the players spend the match season – Camp Nou stadium. Another sporting event that has put Barcelona on the map is the F1 Grand Prix held in May, and it can be arranged for attendees to enjoy a heart-pumping drive around the Formula 1 circuit at Granollers. Helicopter transfers can be staged between the city and the town.
So much to do in Barcelona – but how to squeeze it all into a few days’visit? What a wonderful dilemma.