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Expo World Congress, which focused on infor-
mation and communication technologies at the
service of intelligent cities, contributing to their
efficiency and to a higher rendering of services.
The event came to a close with a prominent
international presence and good prospects for
the coming years.
I should stress also that during 2011, the
Fira de Barcelona assumed responsibility for
organising Barcelona Degusta, a culinary show
addressed to the end consumer, hitherto led
by Alimentaria Exhibitions —a business alli-
ance between the Fira and Reed Exhibitions.
An agreement was also reached by which to
organise the Mediterranean Dental Forum,
which will be held again in 2013 with the will to
attain a greater international dimension.
Besides those mentioned above, the Fira also
hosted several international shows which are
held on a rotary basis in major European cities
and are leaders in their respective specialities:
I refer to Snackex, devoted to the snacks sec-
tor, and to Glassman, which specialises in the
glass industry.
Congresses of outstanding scientific impor-
tance and impact included Biochemistry
and Molecular Biology Congress and the
International Environmental Epidemiology
Conference. Likewise, over 50-odd corporate,
institutional, commercial, sporting and adver-
tising activities were held together with over
450 other activities in the framework of the
shows that took place at the Fira: congresses,
workshops, seminars and cultural and forma-
tive events.
During the year it was announced that as from
2012 the Fira would host Seafood Barcelona,
devoted to fruits de mer and a replica of the
European Seafood Exposition which takes place
in Brussels, which will be organised by Alimen-
taria Exhibitions and will conceivably become
one of the most important food and fishing
industry shows in the Mediterranean. Similarly,
preparations were made for new events and
shows for 2012, such as MIHealth, a forum on
management and innovation in the health field,
and Expomovil Comercial, specialising in the
automobile post-sales sector.
It is important to point out the setting in motion
of the ’Fira Innova’ programme, which thanks
to commitment on the part of the fair staff will
generate ideas for the creation of new shows or
for the discovery of new opportunities in those
that already exist.
Themobile capital
By definition, the development of international
business constitutes one of the core aspects of
Fira de Barcelona policy.
The institution currently has a network of
delegations abroad with representatives in 32
countries. 46% of exhibitors at the professional
shows are international, while 31% of visitors
also come from abroad.
Having established data, I must say that during
2011 work continued to foster Barcelona’s role
as one of Europe’s major exhibition platforms,
with the organisation of new shows and new
international events. The weight of the city, the
prestige of the Barcelona trademark and the
experience of the Fira constitute a guarantee for
firms and organisers.
The most salient aspect of 2011 was not only
the continuation of the Mobile World Congress
but also the city’s designation as Mobile World
Capital for the 2012-2018 period.
In July 2011 Barcelona, which competed with
Milan, Munich and Paris at the final stage, was
chosen as Mobile World Capital, the refer-
ence point in mobile communications on a
worldwide scale. This marked the culmination of
a long process which came to further enhance
the ‘Barcelona model’, based on institutional
consensus and joint efforts on the part of public
and private initiative.
On choosing the Catalan capital, the GSM
Association—which represents the interests
of mobile communications operators world-
wide and those of the firms that form part of
the broad mobile ecosystem—undoubtedly
took into account the Fira’s experience and
organisational work in the context of the Mobile
World Congress, the sector’s major international
rendezvous, which has been held in the Ciutat
Comtal (Barcelona) since 2006.
The Mobile World Capital project, currently
under development, is a unique opportunity
to convert Barcelona into a world hub in the
mobile communications sector, and into a labo-
ratory at which to study their applications to
business and to citizens’ daily lives. It will make
the creation possible of new industrial fabric
and of high-quality job opportunities, since it
provides scope not only for big companies but
also for entrepreneurs and small and medium-
sized firms.
The Mobile World Capital is managed by a
foundation formed initially by the Ministry for
Industry, Tourism and Commerce; Government of
Catalonia; Barcelona City Hall; Fira de Barcelona;
Barcelona Tourism and GSMA, although it is
open to participation on the part of businesses.
Helping firms to go beyond our frontiers
As part of the new strategy to help Catalan and
Spanish firms to open new markets abroad and
find their place in the international exhibition
system, during 2011 preparations were made to
organise Fira events and activities beyond our
frontiers, in fulfilment of the will to anticipate
market and globalisation challenges.
When this report was being concluded, in the
spring of 2012, a delegation of firms participat-
ing in Hostelco—a show related to the hotel and
restaurant business— took part in the Hotelex
show in Shanghai, and a replica was held of the
fashion show The Brandery as part of Blueprint,
in Singapore.
Likewise, work is in progress on Delicioso Spain,
a new show devoted to Spanish cuisine, oenol-
ogy and catering, to be held in the autumn in the
framework of Wine for Asia in Singapore, and on
the possibility of holding Construmat China in
Beijing, together with the China Building Exhibi-
tion Company, a specialised organisation run by
the Chinese government.
On the other hand, initiatives for Russia are
being studied and talks are under way with sev-
eral fair organisers in Latin America interested in
hiring consultancy services.
Throughout 2011, the Fira de Barcelona institu-
tion maintained its commitment to developing
an active policy of environmental sustainability,
recycling and energy efficiency for its facilities
as an indispensable aspect of its corporate
social responsibility. Furthermore, it collabo-
rated with a number of social organisations as a
necessary contribution to solidarity, particularly
at a time when many individuals and families are
facing great difficulties.
During the year the Fira de Barcelona maintained
close links with the country’s institutions and
authorities, made explicit in inaugurations and
events held within the framework of shows.
Moreover, the corporate communications policy
contributed to disseminating the institution’s
strategic plans and activities among a wide range
of business, professional and social sectors.
TRADE
SHOW
INTERNATIONALITY / PROFESSIONAL SHOWS:
46% exhibitors from abroad
31% visitors from abroad
TYPES OF SHOWS:
•
61%
professional
•
26%
public
•
13%
mixed
SURFACE AREA OCCUPIED BY SHOWS
:
•
75%
professional
•
25%
public and mixed
EVENTS:
•
65
shows and congresses
•
+500
activities
• Fira is represented by delegations
in
32
countries
• The surface area of shows is given, unless
otherwise indicated, in gross square metres.
• The exhibitors concept may encompass
represented firms that do not participate
direcly in an event.
• Except where otherwise indicated, it is
understood that shows or events have been
organised by Fira de Barcelona.
Fira de Barcelona
| Report 2011