Barcelona becomes a global epicentre with four international fairs in winter

Barcelona hosts four international mega-fairs in a row this winter. More than 350,000 attendees are transforming hotels and restaurants. The exhibition calendar is breaking records. The MICE sector is driving the local economy. Discover the real impact.

Barcelona is experiencing an unprecedented winter by hosting, in barely two months, four of the world’s most important international trade fairs and congresses. More than 350,000 professionals from every continent will fill hotels, restaurants and service businesses, revitalising the local economy in the middle of the low tourist season.

The International Casino Exhibition (ICE) opens the season this Monday, followed by the audiovisual fair ISE (from 3 to 6 February), the Mobile World Congress (MWC, from 2 to 5 March) and Alimentaria (from 23 to 26 March). Between these major events, the city also hosts other smaller congresses, consolidating Barcelona as a benchmark for professional tourism.

Since the arrival of the MWC in 2006, the calendar of major events has transformed the city. Last year, the mobile-phone congress brought together 109,000 attendees and generated an impact of €561 million. ISE, which joined in 2022, exceeded 85,000 visitors and contributed €520 million, becoming established as the year’s second most powerful event. In 2026, ISE grows to 1,710 exhibitors and 101,000 square metres.

The ICE fair, which made its Barcelona debut last year after years in London, attracted more than 55,000 visitors from 86 countries and 550 exhibiting companies. Only 8,400 attendees were Spanish, underlining its international nature. Average daily spending per visitor is estimated at €450, with an economic impact of €191 million and the creation of 3,100 temporary jobs.

Alimentaria, held in alternate years, completes this historic poker hand. In its last edition, it brought together more than 110,000 visitors and generated €200 million. This year, the fair moves forward to March, concentrating unprecedented trade-fair activity at the Gran Via venue within two months.

The organisational effort is enormous for Fira de Barcelona, but it is key to boosting business tourism, which is more profitable and less mass-market than holiday tourism. Through the Convention Bureau, Turisme de Barcelona promotes the city as a destination for congresses and conventions, submitting bids for strategic events that strengthen the Barcelona brand.

Constantí Serrallonga, CEO of Fira de Barcelona, highlights that having four fairs of this level in three months is a challenge and a source of pride. He stresses that Barcelona will be the world capital of the technology and food sectors, strengthening its positioning and energising the local economy during traditionally quiet months.

The hotel sector, according to Manel Casals, director of the Gremi d’Hotels de Barcelona, depends in winter on MICE tourism, which accounts for between 25% and 35% of bookings. The MWC is the only event that guarantees full occupancy, although the other fairs also raise bookings, especially in central hotels and those close to the exhibition venue. Casals warns about the possible negative impact of the increase in the tourist tax and calls for measures to encourage the arrival of congress attendees.

Hotel demand soars during the fairs. For the start of ICE, barely a dozen five-star hotels remain available, with prices exceeding €500 per night. The following week, supply expands and prices fall from €155. Restaurants and nightlife venues also benefit, with technology companies organising exclusive corporate events and high-budget dinners, especially on the Front Marítim and in Eixample.

Barcelona’s calendar also includes other events such as Barcelona Wine Week (from 2 to 4 February) and numerous medical and technology congresses at the CCIB until March. April and May will also be active months, although without the record figures of the start of the year. Turisme de Barcelona notes that three congresses under the ‘legacy’ programme will be held in May, intended to attract investment beyond the events.