Sonia Serracarbassa, Director of Catalunya Convention Bureau, unveils Catalonia’s strategic initiatives to boost business events industry at IBTM World 2024

Monday, November 25, 2024

At the IBTM World 2024 conference, Sònia Serracarbassa, Director, Catalunya Convention Bureau (CCB), unveiled a series of strategic initiatives aimed at bolstering Catalonia’s position in the global business event industry.

Strategic Projects for 2025

Serracarbassa highlighted that the Catalunya Convention Bureau is embarking on a comprehensive strategic project set to launch next year.

This initiative focuses on enhancing innovation within Catalonia’s business events sector and extends its reach across Europe.

A key component of this project is an acceleration program supporting 18 innovative ventures, each allocated a budget of €70,000.

These projects aim to address current challenges and foster a new generation of business events.

Collaborative European Efforts

The Catalunya Convention Bureau is collaborating with eight partners from six countries: Italy, France, Germany, the Netherlands, Flanders, and Catalonia.

This partnership seeks to cultivate ideas and tackle challenges through actionable strategies, thereby supporting projects that drive innovation and contribute to the evolution of business events.

Four Pillars of Innovation

The acceleration program is structured around four key pillars:

Customer Experience: Enhancing attendee engagement and satisfaction.
Culinary Inclusion: Integrating diverse culinary experiences into events.
Sustainability: Promoting eco-friendly practices within the MICE industry.
Governance and Impact: Ensuring effective management and measurable outcomes.
These pillars are designed to address the multifaceted challenges of the MICE sector, fostering a holistic approach to innovation.

Recognition at IBTM World 2024

In recognition of its commitment to innovation and excellence, the Catalunya Convention Bureau received the JMIC (Joint Meetings Industry Council) Award at IBTM 2024. This accolade underscores the bureau’s dedication to advancing the MICE industry through strategic initiatives and collaborative efforts.

Ongoing Strategic Development

Sonia Serracarbassa emphasized that the Catalunya Convention Bureau continues to develop strategies focused on segmentation and targeting within the business events sector.

By aligning with Catalonia’s robust economic ecosystem, the bureau aims to attract events that resonate with the region’s strengths, thereby reinforcing its position as a premier destination for business events.

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