14 Catalan Projects Shaping the Future of Business Events Featured at ibtm World

As part of the BEFuture initiative, led by the Catalan Tourist Board, Catalonia showcased 14 innovation projects at ibtm World. The programme brought together eighty solutions developed by small and medium-sized enterprises from six countries, many of which focus on sustainability, inclusion, and digital improvements for the meetings industry. The Catalan presence at the show also included 47 organisations and over 100 professional meetings. HQ readers can explore a selection of additional initiatives in this article, and all BEFuture projects are available through the programme’s official page.

The Catalunya Convention Bureau, which is part of the Catalan Tourist Board, once again showcased its services at ibtm World in Barcelona, which took place at Fira Gran Via from 18 to 20 November. Particular attention was given to BEFuture, a European project coordinated in Catalonia and co-funded by the European Commission through the Single Market Programme. The initiative aims to support the transition to more sustainable and inclusive business events across Europe.

BEFuture presented eighty solutions created by small and medium-sized enterprises. Fourteen of these came from Catalonia, highlighting the region’s increasing importance as an innovation hub within the meetings sector, as well as its active involvement in the wider European entrepreneurial community connected to events. The proposals covered every stage of the event lifecycle, from logistics to the delegate experience, and addressed four key themes: Climate Change and Circularity, Talent and Inclusion, Event Experience, and Governance and Impact. Live demonstrations took place throughout the show at the BEFuture Discovery space.

"Small and medium-sized businesses in Catalonia and across Europe have made significant progress by providing practical solutions to real challenges. BEFuture offers applied innovation to help make the sector more sustainable, inclusive, and future-proof”, said Sònia Serracarbassa, Director of the Catalunya Convention Bureau and Coordinator of the BEFuture project.

As the host region, Catalonia had a stronger presence at the show, which it consolidated through its stand. This stand brought together regional and local convention bureaux, hotel groups, DMCs, meeting venues, and specialised service providers. Spanning more than 200 square metres and featuring 47 companies and organisations, the stand showcased the destination's diversity and capabilities to international planners.

During the three-day exhibition, the Catalunya Convention Bureau arranged over 100 meetings with agencies, associations, and international event organisers. The Bureau also hosted seven thematic presentations to showcase the region’s strengths as a destination for meetings, including its recent designation as a 2025 World Region of Gastronomy.

"Catalonia is a region ready to host any kind of event. We have excellent infrastructure, a unique setting, and a strong commitment to sustainability, accessibility, and the legacy of events. ibtm World is a chance for us to strengthen our international presence and create new business opportunities," said Arantxa Calvera, Director of the Catalan Tourist Board.

Want to dive deeper into the story behind BEFuture?

Read our exclusive interview with Sònia Serracarbassa, Director of the Catalunya Convention Bureau and Coordinator of the BEFuture project, in the May 2025 edition of HQ Magazine #119. She shares insights into the project's origins, European collaboration, and what’s next for innovation in business events.

 

Read the interview in HQ Magazine – May 2025