Turisme de Barcelona and the Barcelona Provincial Council have launched together a campaign to reactivate and to boost the meeting tourism in Barcelona, which has dropped during the pandemic.
The Barcelona Convention Bureau (BCB) is a specialized programme to attract congresses (where Barcelona Provincial Council is a member) and, for the first time they have launched a marketing campaign to promote the city attributes and its surroundings for the meetings segment. The main programme purpose is to promote the city and its surroundings as a congress venue, conventions, incentive travel as well as to assist neutrally and free of charge all the professionals interested in organize their meetings.
Using this claim "Barcelona, the place to meet”, the campaign will be present with a 4-minute video and music by Stay Homas. This video shows how to make a inspection visit in Barcelona, where the main attributes and the destination values are represented (creativity, sustainability, technology, innovation…) with 3 specific capsules for congresses, incentives and bleisure, in order to be adapted at the different segments.
The campaign is part of the BCB Actions Plan which is focused on attracting events and to maintain the Destination Barcelona in leadership position in the MICE segment (Meetings, Incentives, Conferences and Exhibitions) to deal with all the guarantees the required changes.
Barcelona is positioned among the five first international destinations concerning the international congresses attendees, according to the International Congress and Convention Association (ICCA). The main purpose for a segment that moves more than 1,8M is to be recovered and go back to normal.