Major events as a strategic lever for the tourism competitiveness of Catalonia
The seventh edition of the Tourism Breakfasts reflected on the role of major events as drivers of tourism revitalization, international projection, and territorial cohesion in Catalonia.
Held on July 4 at Foment del Treball, the session focused on the strategic potential of major events to drive tourism activity, enhance the global positioning of the destination, and foster regional cohesion. Under the title “Major Events and Tourism in Catalonia: Economic, Cultural and Social Impacts”, the event is part of the Tourism Breakfasts series, organized by Foment del Treball and the UB Chair of Tourism, Hospitality and Gastronomy CETT.
In the opening, Dr. Eugeni Osácar, Director of the UB Chair of Tourism, emphasized that “attracting and organizing major technological, cultural and sports events must remain a strategic commitment for Barcelona and Catalonia. However, it must align with the identity of our city and country, and most importantly, with the one we aspire to become.”
Santiago García-Nieto, Vice President of Foment del Treball, added that “Catalonia is a leading international destination for hosting events. These events are a cornerstone for the qualitative development of the tourism industry: they generate economic, social and employment returns, enhance the destination’s prestige, and contribute to talent attraction and retention.”
García-Nieto also highlighted the strength of Catalonia’s mature public-private collaboration model, citing successful cases such as the Seafood Expo Global, the world’s largest seafood trade fair, which directly promotes the region’s Blue Economy.
The round table featured Mercè Conesa (Barcelona Global), Arantxa Calvera (Catalan Tourism Agency) and Isabel Juárez (Circuit de Barcelona-Catalunya), who agreed that major events are key tools for boosting economic activity, strengthening cultural identity and spreading tourism more evenly across the territory.
They also underlined the potential of gastronomic and technological events to develop new tourism segments, and stressed the need for a sustainable and locally respectful approach.
About the Tourism Breakfasts
The Tourism Breakfasts have become a reference meeting and debate space for public and private tourism stakeholders, aimed at sharing ideas and strategies to foster a sustainable, diversified and socially valuable tourism model for Catalonia.
Led by Foment del Treball and CETT, Barcelona School of Tourism, Hospitality & Gastronomy, these sessions encourage dialogue and showcase initiatives committed to responsible, innovative and connected tourism.
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