On the other, culture can be found everywhere: in its gastronomy, in traditions going back centuries, in its architecture, in universal artists such as Dalí, Miró and Gaudí and in its events and meetings. In fact, this prominent presence of culture and industry in the personality of the destination is a excellent opportunity to bring added value to your event and generate a positive impact on the region. Connect with the business and scientific fabric of key sectors such as technology, sport and mobility. And, at the same time, connect with the local culture, unique traditions, the artistic legacy and much, much more. The talent hub of Southern Europe In Catalonia, international events connect companies and investors from around the world with local talent and industry and leave a legacy that enriches the territory. In the field of technological innovation, the Catalan capital has hosted major events such as the Mobile World Congress. The above gave rise to Mobile World Capital Barcelona, a permanent foundation that maximises the legacy of the congress in order to promote the digital development of society. The Smart City Expo World Congress and the IoT Solutions World Congress are other examples of this connection between the global and local ecosystems. The commitment to technological research can be observed in other parts of the territory, such as the TecnoCampus Mataró-Maresme. This is a technology and business park that encourages entrepreneurship, hosts more than a hundred companies and houses a prestigiousCongress Centre. Moreover, initiatives such as the Ambassadors programme promoted by the Catalonia Convention Bureau help to create new business opportunities and generate knowledge transfer in Catalonia by hosting professional events, fairs, congresses, conventions and meetings. Sport and mobility, key MICE sectors Sport is another growing industry in Catalonia. The fine climate all the year round and the territorial diversity have facilitated the development of the sector, and Catalonia is now renowned throughout the world for assets such as the Olympic legacy, Barcelona Football Club and athletes and champions in different sporting disciplines. The holding of sailing’s 37th America’s Cup in Barcelona is the next milestone, enabling the promotion of Barcelona Capital Nàutica foundation, which strives to make the region a benchmark in the nautical world. Catalonia has an excellent range of facilities for hosting major events, such as the UAB Campus, one of the most comprehensive sports and meeting complexes in Catalonia. It also organises initiatives like CAR’Speakers, a project promoted by the High Performance Sports Centre in Sant Cugat del Vallès, which promotes research into high performance within the business sector through presentations by different Olympic and Paralympic athletes. Mobility is another good example. Presentations, test drives, training sessions, team building on wheels, motorsport hospitalities, roadshows and film shoots are events with particular logistical and operational complexity, but Catalonia has the experience and organising companies such as Driving Events to guarantee their success. It’s therefore no coincidence that events such as the Tomorrow Mobility World Congress and EIT Urban Mobility are also held here. Catalonia, a land of traditions and geniuses If you visit Catalonia, you have to get a taste of its culture. You can complement your event or meeting with a visit to the Castellers de Vilafranca to discover one of the most spectacular traditions in the region. They run workshops for groups during which they teach the basic techniques for building their famous human towers. Teamwork is key. They also organise demonstrations for events, guided tours of Vilafranca Castle and talks on the world of human towers. Art is another of the deep-rooted disciplines in Catalan culture. To get first-hand experience there are proposals like the one offered byMosaiccos, which organises team building and corporate events based on the world of mosaics. Find out what the trencadís technique developed by Antoni Gaudí and Josep Maria Jujol consists of. At the same time, you’ll improve the company’s motivation, communication and teamwork. On the subject of art, we shouldn’t forget Catalan museums. At theJoan Miró Foundation, for example, you can learn about the work of this influential artist. Organise your corporate event at its facilities or in its gardens with views over Barcelona, and complement it with an exclusive guided tour of the museum’s rooms. Or meet atMACBA, another excellent option for combining meetings and culture. It puts on à la carte tours of the temporary exhibitions and the building, the work of American architect Richard Meier. Innovation and talent go hand in hand with tradition and culture here. Are you ready to see for yourself?