Catalonia: Where Business Meets Mediterranean Charm

This content was created collaboratively by Catalunya Tourist Board and Skift’s branded content studio, SkiftX.

The trend of business events blurring the line with leisure experiences is seemingly here to stay. As a result, it’s become incumbent on meeting planners to seek out destinations that provide fresh experiences and build an agenda that allows attendees to take advantage of their surroundings.

Capitalizing on this demand, the Catalunya Convention Bureau recently launched its “Fifty-Fifty” campaign (see video below), targeting meeting planners and highlighting the region’s “fifty-fifty mix of leisure and business, expertise and authenticity, meetings excellence and Mediterranean lifestyle.” 

This mix of modern business amenities and natural resources has proven to be a catalyst for innovation and an attractor of high-profile business events. The region is also a natural fit for incentive trips, rewarding top performers with an immersive experience that can’t be duplicated elsewhere.

Here, we look at how Catalonia meets today’s demands for mixing business with pleasure throughout an event.

To Barcelona and Beyond: Catalonia’s Meeting Venues

Barcelona consistently ranks among the ICCA’s top five international meeting destinations, and for good reason. With its accessibility via Josep Tarradellas Barcelona-El Prat Airport and high-speed rail, it will likely be the landing spot for most meeting attendees in the region. But in addition to its most famous city, Catalonia has so much more to explore.

Along with Barcelona, Catalan’s other major cities — Girona, Lleida, and Tarragona —  each offer a variety of meeting spaces and teambuilding activities, ranging from traditional and historic to avant-garde and contemporary. 

Girona, 35 minutes from Barcelona, is home to the famed Costa Brava. Venues like the Santa Clotilde Gardens and Girona Conference Centre are well-suited to meetings and will be popular among attendees due to their proximity to the coast. 

Meanwhile, Lleida is among the region’s most historic destinations, and La Llotja, the city’s convention center, possesses all the modern amenities planners seek. 

Tarragona is also a coastal destination that offers both business and pleasure. Its top meeting venues include the Congress and Trade Fair Centre, the historic Roman Circus, and an amphitheater.

Explore Catalonia’s Coastline

With over 300 days of sunshine annually, Catalonia’s coastline invites year-round exploration and relaxation. For meeting planners, this sunny backdrop provides a unique opportunity to design itineraries that not only incorporate state-of-the-art business amenities but also creative team-building exercises and environmentally conscious activities.

Catalonia’s coastline extends more than 300 miles from Cap de Creus in the north, passing through the beachside town of Sitges, to the Delta de l'Ebre in the south. Top coastal destinations, including Costa Brava, Costa Daurada, and Costa Barcelona, are home to hotels and other meeting venues ideal for achieving a meeting’s goals or celebrating top performers on an incentive trip.

Popular venues include Hotel Santa Marta in Lloret de Mar and Le Méridien Ra Beach Hotel & Spa in Vendrell, as well as venues like La Daurada in Vilanova i la Geltrú and the Infinitum Beach Club in Salou. Their natural surroundings are ideal settings for activities that promote well-being, improve teamwork, and increase the drive to maximize staff potential. 

For instance, planners can make use of local resorts and businesses to create water-based team-building competitions, like corporate regattas. Another option is to plan a walking meeting during a hike to the region’s impressive cliffs, which reward travelers with scenic views upon reaching the final destination.

An Emphasis on Sustainability: Sònia Serracarbassa, director of the Catalunya Convention Bureau, emphasizes that “Sustainability is one of the pillars of Catalonia's meeting strategy, with an increasing number of venues and initiatives focused on creating eco-friendly events. Catalonia pairs state-of-the-art infrastructure with environmental awareness to ensure that meetings here positively impact industry and the planet.” 

Corporate social responsibility projects can help a meeting leave a positive legacy and highlight the region’s sustainability initiatives. Organizations can participate in beautification projects to help protect the environment, which makes the region appealing to business events.

There are also several local organizations that meetings can partner with to assist individuals in need and support artisans and other communities. For example, a partnership with Rurality Events supports micro-villages and rural communities at risk of depopulation by hosting events in venues such as restored churches and castles surrounded by nature.

Additionally, The Catalan Tourist Board has developed a set of tools specifically designed to help the meetings sector achieve the Sustainable Development Goals (SDGs) at business events held in Catalonia. “These resources address environmental, social, and economic sustainability by prioritizing self-diagnosis actions, enabling event planners to adopt preventative or reduction measures and, where necessary, apply offsetting strategies to minimize the event’s impact,” Serracarbassa said.

Climb the Pyrenees Peaks

Catalonia’s remarkable geographical diversity makes it possible to transition from sun-soaked beaches to breathtaking mountain ranges in less than an hour. Just 35 minutes from the coast, the Pyrenees offer a serene escape from daily distractions, making them an ideal choice for retreats, incentive trips, and outdoor-focused meetings.

The region is ideal for groups looking to embrace nature for a retreat, incentive trip, and other meetings and events. Bordering France, the mountains are home to a range of attractions, including valleys, natural parks such as the Aigüestortes i l'Estany de Sant Maurici National Park, and the volcanic region of La Garrotxa.

The Vall d’Aran is a hot spot year-round for group activities. In the winter, attendees can enjoy skiing, snowshoeing, and sledding. In the warmer months, attendees can include mountain bike routes, rafting, canyoning, and exclusive cultural visits to Aranese heritage sites in their itineraries. Less adventurous sorts can enjoy the panoramic view. In 2014, the valley was the first mountain destination to obtain the Biosphere Responsible Tourism certificate, showcasing an example of Catalonia’s commitment to sustainable and responsible tourism.

Other mountain range experiences to consider include Montserrat, Cardona Salt Mountain, Tibidabo, and Mountains of Prades.

Fortunately, planners don’t need to choose between Catalonia’s varied landscapes. The Olot-Girona-Lloret Alliance creates itineraries based in Girona that allow visitors to enjoy the city, sea, and mountains in one trip. Planners of both meetings and incentives may consider this option to ease travel logistics while taking advantage of their event’s surroundings.

Serracarbassa explained, “It’s possible to start the day with a breathtaking hike in the mountains, followed by lunch made with local ingredients, ending with a meeting in a typical Catalan farmhouse by the sea. The mild Mediterranean climate throughout the year also creates a perfect backdrop for outdoor events.”

Explore a Taste of Mediterranean Culture

Catalonia’s rich Mediterranean culture infuses every corner of the region, from its art and architecture to its cuisine and traditions. The creative legacies of Dalí, Miró, and Gaudí still inspire visitors today. 

Catalonia is home to more than 10 UNESCO World Heritage sites and masterpieces of renowned artists such as Gaudí, Dalí, Picasso, and Miró. Meanwhile, its architecture reflects its cosmopolitanism, with everything from Romanesque and Gothic to Art Nouveau and works by world-class modern architects. 

Meeting planners can take advantage of this cultural vibrancy by scheduling free time for attendees to explore or by hosting receptions and group meals in one-of-a-kind venues that highlight the region’s artistic spirit.

A Global Culinary Destination: Catalonia's culinary scene is among the world’s most recognized, with over 50 Michelin-starred establishments showcasing dishes crafted from locally sourced ingredients, such as artisanal charcuterie, fresh seafood, and world-class wines. The region is also renowned for its 12 protected wine regions, known as Denominations of Origin (D.O.), which highlight its rich winemaking heritage.

Notably, Catalonia became the first European region to achieve the World Region of Gastronomy in 2025. Beyond the food’s great taste, this honor highlights economic and environmental sustainability themes that organizations can learn from.

“There are countless ways to blend business events and gastronomy throughout the region: unique spaces and restaurants at which to hold a gala dinner, as well as signature catering services for events or original experiences, such as creative cooking workshops, CSR activities with local producers, or wine pairing visits to iconic wineries,” Serracarbassa said.

Where Business Gets Done

While Catalonia’s arts and architecture have long been celebrated, the region’s forward-thinking culture continues to drive its evolution. This innovative spirit has cemented its status as a leading destination for industries seeking inspiration, collaboration, and cutting-edge solutions.

Catalonia combines its cultural wealth with a high degree of industrial ingenuity. The spirit of innovation has made Catalonia a favorite destination among myriad industries. The drive to continually seek new solutions has made the region a hub for today’s top leadership and talent. This is reflected in the wide array of events that Catalonia hosts. 

• The first-ever McDonald's Worldwide Convention took place in Barcelona in April 2024. More than 14,000 franchisees, suppliers, crew members, and employees from across the globe attended to discuss ways to help plan the brand’s future.
  
• In October 2024, The UN Inter-Agency Games, an annual sports tournament organized by UNESCO for employees of all UN agencies, brought 1,600 members to Lloret de Mar for friendly competitions that foster teamwork.
  
• Barcelona is also home to major technology and digital innovation events, including Mobile World Congress, Smart City Expo World Congress, and Integrated Systems Europe.

The Catalan Tourist Board (ACT), on behalf of the Government of Catalonia, is the driving force behind the BEFuture project, which aims to transform Europe’s Business Events sector through sustainability, inclusivity, and resilience. The BEFuture project, led by the ACT through its Catalunya Convention Bureau program, not only aims to foster innovation and collaboration within the professional events industry but features an acceleration program designed to help SMEs thrive — reinforcing Catalonia and the larger European region as a hub for socially and environmentally responsible business events.

By seamlessly blending business innovation with the Mediterranean lifestyle, Catalonia empowers attendees to recharge, collaborate, and spark meaningful innovations that resonate across their organizations and industries. With its unparalleled mix of cultural richness, world-class venues, and sustainable initiatives, Catalonia is a prime example of a destination host of transformative business events. 

Learn more about the Catalunya Convention Bureau here.

This content was created collaboratively by Catalunya Tourist Board and Skift’s branded content studio, SkiftX.