new markets and opportunities. They are with almost all events surpassing their The Barcelona also the result of an efficient policy of initial expectations. industry Week portfolio diversification, cost containment, The Montjuïc and Gran Via venues supports companies facing technological investment and optimisation welcomed 77 shows and congresses, the challenges of economies of scale. in this environment, along with 53 corporate and public events of digitalisation the role of the Administration and Finance which, added to the 11 fairs co-organised and industry 4.0. Area becomes particularly important. (See in other countries, make up 141 events. pages 44-47.) Furthermore, over 1,000 professional Once again, Fira strengthened its activities such as conferences, discussions, position and impact on the region’s and training and networking sessions took economy and society. As we know, this place as part of the fairs. Taken together, is estimated to bring in over 2,600 million that represented more than 30,000 direct euros annually and create some 40,000 and represented companies, and some jobs. To this must be added the creation 2,500,000 visitors from 200 countries and of social and public value, with benefits regions around the world, on a net trade to business development, generation fair floorspace of more than 1,100,000 m2. of employment and public resources, As for the shows organised directly transfer of knowledge, and multiplication by Fira de Barcelona through the in-House of synergies between companies, Business Area, special mention must institutions and the region. be made of the drive towards qualitative transformation of some of the more More than 140 events traditional events with a long-standing 2017 saw a strong performance in three presence, in order to equip them for the basic Areas (in-House Business, external newest market requirements. Business and international Business), with in this regard, the popular Motor Show, an increase in the volume of activity, and now Automobile Barcelona, emphasised BALAnCe — 29