Mice in Spain - Fourth quarter ‘08 by Synergias de Prensa, S.L.

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MIS PREVIOUSLY MICE in SPAIN

CONVENTION AND TRADE SHOW SPAIN®

MEETINGS INDUSTRY IN SPAIN ®

#5 FOURTH QUARTER ‘08

CONVENTION AND TRADE SHOW SPAIN®

COVER

WHY WITH

AD Meetings? This Spanish company of outstanding international projection has earned itself a characteristic seal for its way of carrying out event management and organisation that in many cases exceeds excellence. FAIR’S ZONE

CITIES

INCENTIVES

FIRA BARCELONA Since its early days, at the beginning of the 20th century, this trade fair institution has proven itself to be a key part of the economic development of the Catalonian capital, characterising itself for its innovation and growth.

MÁLAGA The capital of the Costa del Sol offers itself up as a divine destination for the Meetings Industry as this southern Spanish city has the formidable infrastructure necessary to welcome all types of tourism.

MONASTIC REST AND RETREATS Spain has one of the most complete and important collections of monasteries, which are perfect for carrying out one of the best kinds of business rewards to curb stress-spiritual retreats.

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EDITOR’S LETTER Without doubt, the current world economic situation will force adjustments to consumer’s pockets and impose revisions of company budgets. It’s a detail which will have direct repercussions for each of the social actors and from which, according to experts, will derive a new order in the international economy. Nevertheless, and thanks to the idiosyncrasy of our sector, for the Meetings Industry, which characterises itself by the signing of contracts ahead of time, the possible repercussions that we expect could be produced in the industrial weave are perhaps smaller. The fact that the majority of activities carried out in this tourist segment are considered on the basis of medium to long term forecasts and budgets, could mean a good dose of certainty about the fact that time is playing in our favour. A period of time, it would seem, sufficient for markets and the financial situation in general to be clarified and return to their normal courses. In that sense, we can congratulate ourselves. Moreover, we have to trust in that the level of commitment, one of the principal philosophies that govern MICE, makes it possible to fulfil all those agreements and bookings that, on the other hand, respond to the volume of business arranged between professionals and providers of the sector and their clients, the companies. Although this is our modest opinion on a global level, when focusing on the Spanish situation, the panorama doesn’t change that much, given that we are talking about a destination whose business volume is divided into almost equal parts of national and international demand. In any case, Spain, which has the benefit of being one of the main worldwide tourist destinations, is going to continue to invest efforts in the international market. In order to do so, DMC companies, trade fair institutions, cities and other official organisations, must not give up the undertaking to offer their services, experience and all type of facilities in favour of this specialised branch which is the Meetings Industry. Lastly, I would like to point out the change in our brand name. We will leave behind the name “MICE”, as was suggested in various meetings of professionals, and will go on to be called M.I.S. which corresponds precisely with, Meetings Industry in Spain. We hope that this change is well received by our readers and advertisers. JOSÉ ALARCÓN

Honorific Editor: Juan Robles • Assessor of Edition: Pau Morata • Director: José Alarcón • Adversiting: Antonio Melchor, Roberto Teigeiro, Tere Serra • Art Director: Sofía Alonso • General Coordination: Vanessa Jordá • Administration: Manuela Fuster • Editorial Council: José Alarcón, Sofía Alonso, Francisco de A. Carrió, Pere Camprobí, Estrella Díaz, Alberto Díez, Fernando Martorell, Joan Molas, Pau Morata, Fermín Pérez, Joaquim Sagués, Ramzi Shuaibi, Santiago Soteras, André Vietor, Antonio Wangüemert. • Writers: Marta Martínez, Pau Morata, Victor Puig Vilarrubís, Jesús Díaz Gámez, Joaquin Roglan • Edition: Synergias de Prensa, S.L. C/ F. Pérez i Cabrero, 11-B, entlo. 8ª. E-08021 Barcelona. Tel.: +34 93 241 73 12. www.meetingsindustryinspain.com Editorial Production: Publications & Meetings Industry, S.L. MIS ® #5. Barcelona. Spain. 2008 • Depósito Legal: B-47.057-2007

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SUMMARY News

Cover AD Meetings, an international company always striving for excellence in event organisation

Fair’s Zone Fira de Barcelona, key to economic development

Cities Málaga, a divine destination also for the Meetings Industry

Incentives Monastic retreats, divine rest and peace

Incoming Di&Co, special events to remember

Hotels Hotel Adealba, the intimacy of exclusivity

Co. Events

Useful guide

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News

THE FIVESTAR EUROSTARS MADRID TOWER

COMMERCIALISATION OF ‘CAMINOS DEL VINO’ IN LA MANCHA BEGINS

‘C

A NEW BENCHMARK FOR THE CONGRESS AND CONVENTION MARKET

aminos del Vino’ commences a new activity in which it will commercialise tourist packages through a collaborative agreement between wholesale and retail travel companies Viajes Reina and Viajes 2002 Ilusiones, offering trips around some of La Mancha’s main wine and wine-culture related enclaves, in the provinces of Ciudad Real, Albacete and Cuenca. The presentation, which took place in the Caja Castilla-La Mancha Cultural Centre in the Palacio de Benacazón, enjoyed the presence of Ángel Parreño, President of the La Mancha Wine Route and José Fernando Sánchez Bódalo, President of ACEVIN.

ast October, the Eurostars Madrid Tower opened in Madrid with 2500m2 of meeting rooms, and it is already positioning itself as one of the best options for the organisation of congresses and conventions in the city. The hotel takes up one of the spectacular buildings of the Cuatro Torres Business Area, which is the new business zone located right on Paseo de la Castellana. In the very same complex will be located the future Madrid City International Convention Centre, which will be Spain’s largest congress facility. The hotel has a 1750m2 column-less room, a multifunctional space designed with the organisation of all types of events in mind, plus various halls distributed over two floors. The wide offering of rooms is completed by food and beverage services and two restaurants, situated on the 30th and 31st floors, with spectacular views over the city of Madrid. The Eurostars Madrid Tower boasts 474 guestrooms, among which, 25 junior suites of 60m2, one executive suite of 80m2 and the presidential suite of more than 100m2 of surface area. What is more, the establishment disposes of a complete urban spa of 600m2 with all types of health and beauty treatments.

THE AGUAS DE IBIZA HOTEL OPENS

ALCOY DECIDES TO PROMOTE ITSELF AS A MEETINGS DESTINATION

he Alcoy Town Council, through the Ministry of Tourism, is in strong support of the promotion of tourism dedicated to the organisation of congresses. That is what they made public in the press conference held in the Tourism Office’s Sala Abovedada in midJune. The ceremony counted on the attendance of the Mayor of Alcoy, Jorge Sedano; the Secretary General of OPC Spain, Antonio García; and the local Minister for Tourism, Fernando Pastor. And so, Alcoy embarks on a campaign directed exclusively at professionals of the sector, by planning to hold diverse

new and cutting-edge five-star hotel has opened its doors, Aguas de Ibiza. With a privileged location on Paseo Marítimo de Santa Eulalia, this hotel adapts both to the leisure and business traveller. One of the most noteworthy characteristics of this new establishment is its respect for the environment. This is clearly demonstrated by the different technologies used in order to contribute to energy saving and avoid any negative impact on the surrounding area. An example of this is the main façade, where photovoltaic glass has been installed so as to make maximum use of the sun’s light. Aguas de Ibiza has 112 guestrooms decorated according to the concepts of feng-shui. Some of them can be found on the exclusive floor, Cloud 9, a type of ‘hotel within a hotel’ with a private lift and pillow menu, among other exclusive services.

meetings in order to make use of the city’s resources and to achieve it, they have the backing of public and business bodies. Antonio García emphasised that Alcoy is sufficiently equipped with the infrastructure and distinguishing features in areas such as culture, nature, architecture, festivals, etc. to welcome small to medium size congresses. Factors that make it an exceedingly attractive city for the celebration of this type of congress.

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THE FOURTH EDITION OF CAMPUS EXCELLENCE BRINGS TOGETHER 15 NOBEL LAUREATES

CAN LLUC, THE ONLY SPANISH HOTEL FINALIST IN THE CONDÉ NAST JOHANSENS AWARDS FOR MOST CHARMING HOTEL

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nder the motto ‘Building bridges and opening gates’, the fourth edition of the Campus of Excellence was celebrated from 2227 June in San Bartolomé de Tirajana, Gran Canaria. Over six days, 15 Nobel Laureates, ministers and distinguished figures from the economic and cultural worlds, plus 100 students chosen from the best universities in Spain and worldwide, put forward their ideas and talked about the future of our society. The main aim of the campus is to provide a meeting point where brilliant young people have the opportunity to present innovative projects to the best international exponents of scientific knowledge. The programme had spaces especially designed to allow reflection on diverse topics like immigration or the new challenges for information. This event sparked the interest of more than 60 media outlets throughout Spain that made outstanding coverage of the campus.

he rural hotel, Can Lluc, situated in the heart of Ibiza, is the only Spanish establishment selected as a finalist for the prestigious international Condé Nast Johansens awards in the category of Most Charming Hotel. The awards, which are handed out in London on 11 November, honour excellence among the independent hotels that offer the highest quality. Can Lluc is a pleasant hotel with 12 guestrooms, which will shortly have an additional eight new villas (50m2 suites with terraces and garden) set within the vast, 97,000m2 tree-filled country property. Only 10 minutes from the island’s heavenly beaches, this establishment also boasts a sauna, Spa, gym and jacuzzi. An ideal place for the traveller who’s after peace and relaxation.

COSTA BRAVA TOURISM CELEBRATES ITS CENTENARY

NH HOTELS PUTS INTO ACTION AN ENVIRONMENTAL PLAN

he hotel chain, NH Hotels, has presented the objectives of its Environmental Plan of 2012, outlining goals to meet the European objective for the reduction of emissions and consumption set for 2020, eight years early. This plan considers energy efficiency, ecodesign, and waste management in all NH Hotels establishments and will allow the company to reduce their CO2 emissions by 20%. Likewise, the hotel chain works on the implementation of guarantee and sustainability parameters in the provider selection process, as much in the design and construction of its hotels as in the daily operation, and the service that the company gives to clients.

his summer, the Costa Brava celebrated in style its 100th anniversary as a tourist destination. Cited as a reference to its beginnings is the article by Ferran Agulló ‘For the Costa Brava’ published in the newspaper La Veu de Catalunya in September 12, 1908. There, for the first time, the Costa Brava was defined as such and the area that it takes up was marked out. This costal area in the northeast of Spain has, since the 12th of September, filled its beach towns with activities, events, exhibitions, etc. that will last for a full year. Likewise, books and audiovisual products will be published to reveal the history and highlights of the region. In order to get closer to its rich culture of gastronomy, the “Costa Brava Centenary Menu” and the “Costa Brava Centenary Route” have been created. The initiative has the support of the 22 municipalities that make up the Costa Brava.

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News

H10 LAS PALMERAS, AWARDED THREE TIMES OVER

he Tenerife hotel H10 Las Palmeras is to be congratulated as in recent months it has received three recognised awards: the Fundación La Caixa’s Incorpora Award for most outstanding medium-sized Spanish company in the field of integration of people with disabilities into the workplace at state-level, and recognition as one of the world’s best hotels by tour operators Gulet, the Austrian subsidiary of TUI, and Thomas Cook. The Incorpora award, given by Obra Social La Caixa, awarded the hotel H10 Las Palmeras for having created various employment positions during last year for employees with disabilities. What is more, the hotel has carried out individual monitoring of each employee so as to detect his or her requirements and offer supported employment methodology. Likewise, the hotel has been chosen by the clients of the Austrian subsidiary of TUI, Gulet, among the world’s 100

REY JUAN CARLOS I HOTEL ROMOTES QUALITY MEDICAL TOURISM

SOL MELIA OPENS THE HOTEL ME BARCELONA

he hotel chain, Sol Melia, has recently opened a hotel in the City of Counts, the ME Barcelona. It’s the former Sky hotel, a 29-story building in the city’s most technological district, the 22@. The five-star hotel whose acquisition meant for Melia an outlay of 103 million Euros, boasts 259 guestrooms and suites. The exclusive brand ME by Melia also has a new hotel in the Austrian capital. The ME Vienna will be an impressive, newly constructed building, measuring 220 metres in height, split into 60 floors and featuring 255 rooms, in the district known as Donau City, and will have spectacular views over the Danube River. The two hotels join the brand’s existing establishments in Spain and Mexico: the ME Madrid, the ME Cancun and the ME Cabo.

THE MAPFRE CONVENTION CENTRE RENOVATES ITS INSTALLATIONS

most popular hotels. During the annual Thomas Cook fair, Premiere Reisesommer, the hotel also received the Neckermann Primo prize, one of the most recognised European awards at client-satisfaction level, in recognition of their performance during 2007.

What is more, the controlling shareholder of Sol Melia, the Escarrer family, has acquired an additional interest in the company presided over by Gabriel Escarrer for a cost of 1,847,191.3 Euros. With this latest acquisition, the Escarrer family now controls 63.127% of the total company.

he Rey Juan Carlos I Hotel has signed a collaboration agreement with the association, Barcelona Centre Mèdic (BCM), to promote quality medical tourism in Barcelona. Thus, the Rey Juan Carlos I Hotel now forms part of the BCM Business Council for the exchange of ideas, knowledge and strategies for the external promotion of Catalonian businesses. In turn, the two bodies jointly participated in sales and marketing promotions to offer their clients accommodation and medical treatments. With it, they aim to ensure that a patient’s stay develops normally and that the quality of the attention they receive in the hotels complements the medical attention offered. On the other hand, the luxury hotels organisation, The Leading Hotels of the World, of which the Rey Juan Carlos I Hotel forms part, wishes to celebrate its 80th anniversary with a unique public relations campaign. Using as a reference the year 1928, which was the year of the creation of the international hotels association, they created a special rate of $19.28 (13 Euros) per room per night for which it was possible to book a limited number of hotel rooms in emblematic establishments in any part of the world. The promotion was carried out last October 1st, and the rooms which you could acquire at the promotional rate on the internet, ran out in minutes.

he Mapfre Convention Centre in Madrid has made the most of summer by modernising its installations. The modernisation was based on improving the technology of its halls and updating their decoration. In September, the centre reopened with its 400 person capacity auditorium fully functioning plus the all-purpose halls with the capacity to accommodate more than 200 people. The Convention Centre is located in the centre of Madrid, is only 20 minutes from the airport, and is surrounded by the city’s best hotels and emblematic buildings.

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News

BARCELONA 2007 IN NUMBERS

arcelona focuses its efforts in the Meetings Industry, and the figures for recent years demonstrate this. Besides being the fourth most visited city in Europe, only behind London, Paris and Rome, it’s important to emphasize that more and more, this relates to professional tourism and not just vacation. In 2007, congress and meetings attendees already represented 49% of the total tourists received, while pleasure travellers didn’t exceed 48%. The evolution of the figures registered by MICE in the City of Counts is spectacular. Between 1993 and 2007, the number of delegates grew 259.2%, going from 175,323 to 629,704 in 15 years. This incredibly high increase is unequalled by total tourist accommodation numbers, whose growth over the same period has achieved a not-to-be-scoffed at increase of 189.5%.

MORE CONGRESSES AND INCENTIVES For the number of meetings hosted, the figures are equally positive. The 710 meetings registered in 1993 have given way to 1775 in 2007, from which we can deduce a growth of 150%. The mass congresses that filled the city last year, for example those of EIBTM, Mobile World Congress or Bread & Butter, attracted almost 400,000 delegates in their 340 sessions. The field of conventions and incentives, which registered 1435 events in 2007, attracted a further 235,015 attendees. The number of incentive and convention events has shot up with respect to 2006, with a growth of 48.2%. The Meetings Industry does nothing but further consolidate itself as the years go by. Following a splendid and hard-to-repeat cycle for Barcelona, as was the 2006 one, in which very elevated growth figures were registered, meetings tourism is the one that is best responding to the economic uncertainty. Similarly, while tourism growth in general in 2006 to 2007 was of 6%, in MICE’s specific sphere, this figure climbed to 28%. We can deduce then, that we are dealing with a type of tourism that is very stable and more impervious to adverse economic situations.

5 STAR HOTELS PREVAIL Other data that reflects the support for professional tourism is the proliferation in the city of top class hotels. The reservations in 5 star hotels are the ones that have been responsible for a greater growth, of 272.4% between 1993 and 2007, while that of the 4 stars has stayed at 104.8%. Meetings tourism demands the best services and the highest quality establishments, and these figures are a reflection of the development that this high purchasing powered tourism carries with it. Barcelona’s unstoppable attraction for foreign tourism is another one of the points that has come out of the detailed analysis of the figures. While internal tourism has grown 118.3% in 15 years, the number of foreigners that have come to discover the city has increased 234,1%. The British and Irish lead the way with an increase of 553,5%, followed by the Italians (+195%), Americans and Canadians (+147.9%), and Germans (+129.2%).

THE CRUISE SHIP SURPRISE One of the most astronomical growths in the city over the last 15 years is that led by cruise ship tourism. From 152,082 registered users in 1993, it has gone to 1,768,306 in 2007, which supposes a growth of an astonishing 1062.7%. The evolution of the sector leaves analysts speechless, and it is profiled to be one of the strong sectors over the coming years, and as such, a viable alternative for event organisers as well.

58 MILLION TOURISTS IN 15 YEARS Summing up, over a period of 15 years (1993-2007), Barcelona has received 58.1 million tourists, which implies a growth of 190%. The sector profiled as the most stable and prosperous is without doubt that of the Meetings Industry, with growth figures well above the average. Meetings tourism plays an important role in the City of Counts, with an increase of 259% in the 1993-2007 period and attracting almost 700,000 delegates in 2007. This trend is going to further consolidate, thanks to the proliferation of 5 star hotels (+272%) and the confirmation of mass sessions of international interest such as EIBTM, which has established Barcelona as its venue until 2013.

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Cover

MEETINGS AN INTERNATIONAL COMPANY ALWAYS STRIVING FOR EXCELLENCE IN EVENT Meetings has offices in Barcelona, ORGANISATION AD Madrid, Miami and Sao Paolo, and from November, also in Dubai

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Cover

his is a Spanish company with an undeniable international projection that can offer a host of arguments for why to trust in their event management and execution. AD Meetings is one of the companies dedicated to the comprehensive management of Europe’s most important corporate events, and has offices in Barcelona, Madrid, Miami (United States) and Sao Paulo (Brazil), and from the end of November they will open an office in Dubai (United Arab Emirates). The company was founded in 2000 by its current general director, Alberto Díez, who points out that the company’s success is due to “the maximum tangible value contribution to the world’s main companies through constant innovation and the inescapable commitment to get involved in the actual client’s projects, acting as a strategic partner rather than a provider”. “Our objective is o strive for excellence in events”, adds Díez. 90% of AD Meeting’s clients are huge international corporations, and at this very moment, it is receiving development requests all over the world which currently go through until 2015. It’s certainly not in vain, as this year AD Meetings has been the official events agency of the “International Exposition of Zaragoza” as well as for prestigious institutions and business associations, and it currently works for the leading ones, having in its care six of the 10 top Spanish companies. The company anticipates a turnover at the end of 2008 of some 12 million Euros, that is to say, 20% more than the previous year.

Innovation, creativity and internationalisation: AD Meetings’ values This company, which specialises in first-class events, has taken innovation, creativity and internationalisation as its corporate values. To this effect, Alberto Díez points out that “from our offices in Spain and the strategic points of Miami, Sao Paolo, and now Dubai, big events are being organised in practically the entire world, and support is being given to AD Meetings’ client companies in those markets; some clients that, since the beginning, have supported the seal that characterises us in Spain”. This same style of managing events is now in demand both in the Latin American market and in the Emirates. According to the general director, “AD Meetings has grown with its clients, in the same way as confidence in our seal. AD Meetings has lead to the creation of new brands in the marketing and communication world in order to close the virtuous circle across the entire communications sphere, and add competitive advantage for our clients”. AD Meetings’ leadership in the market is owed, to some extent, to its capacity to generate new products and services that respond to client expectations and that, thanks to the creativity and the quality management of these products and services, have effective and practical results. Among other products, the main innovative services that they offer are: “Gastronomic Marketing”, where the company creates a loyalty

The values of AD Meetings are innovation, creativity and internationalization. The company will have a turnover of 12 million Euros in 2008 and has requests to organise projects up until 2015

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strategy for event attendees which serves the objectives proposed by the client and that is based around the gastronomic culture and the participation of chefs, all with Michelin stars; “Unknown Spaces”, that are in AD Meetings’ international portfolio and include palaces, mansions and unique enclaves that as a result of their singularity, raise the quality and efficiency of the event, transmitting the values of a brand of excellence, and that are exclusively managed by the actual company; “Knowledge-Factory”, is composed of relevant, prominent figures of the art, gastronomic and science worlds, who have excelled in their area of expertise and who put all their creative potential at the service of AD Meetings’ clients with the aim of being able to give the client a different vision of its marketing and brand-positioning strategy; “Attraction”, unique combination of proven tools, own techniques and emerging technologies, aimed exclusively at attracting the consumer to the client’s business, with a revolutionary application in the fair world; “Best of…”, a successful event or incentives programme that is being applied by the main Spanish companies to promote their country’s best attributes, and link it to their brand as an event or incentive for their best worldwide clients. “The Best of Catalonia”, has just been carried out for the best worldwide clients of General Cable, impressing attendees through a surprising event displaying the greatest benchmarks in Catalonian culture, gastronomy and art, linked in to the personality and essence of the host company.

AD Group, the power of diversification Just this year, AD Group, which integrates the newly formed companies that give support to AD Meetings’ clients’ projects, was created. AD Group is made up of: AD Creative Embassy, a company specialised in creativity, publicity and graphic design; AD Strategic Communication, centred on management; AD Guruni, sharing know-how with K.O.L and Trade Gu-

AD Meetings belongs to AD Group, which in addition includes publicity, marketing and communication companies that add value to the projects of the group’s clients rus to guarantee the success of its marketing and sales strategies; and AD Restor, specialised in “Gastronomic Marketing” and that directly assesses more than 200 hospitality and restaurant establishments on four continents, in addition to managing the gastronomy of important national and international events. Alberto Díez comments that “the national prestige forged by AD Meetings allows us to export a model with a unique patron, no matter what the line of business that requires it, placing AD Meetings as a parent company and seal of guarantee for the rest of the brands of the AD Group, and offering a comprehensive service by way of a single spokesperson of great reliability and proactive involvement in the achievement of our client’s Marketing and/or Communication department results. Alberto Díez highlights, from among the more than 150 projects carried out for clients during this year, the international events developed for companies during the Eurocup in Austria or in any one of the F1’s major prizes in the FIA calendar (a stay with F1 drivers in the team box, and even the opportunity to drive a F1 ). They have also developed incentives in the Beijing Olympics (complete with exclusive trips through Macao, Vietnam and Tokyo); activities in the Emirates Palace Hotel (the world’s most expensive) in Abu Dhabi; or the incentive for the best clients of the leading energy multinationals, where they sampled menus created by the five great Spanish 3* Michelin chefs, with the theme of said company’s star product.

More information: AD Meetings: +34 93 327 83 44 www.group-ad.com

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Fair’s zone

FIRA DE BARCELONA KEY TO ECONOMIC DEVELOPMENT EIBTM, World Mobile Congress, Bread & Butter, Alimentaria, Construmat, Hostelco, Piscina, Náutico… Some of the many major international events that are held in Barcelona and bring together thousands of people. All have something in common: Fira de Barcelona. The Catalonian capital’s fair installations are the guaranteed seal of success for the biggest events. Unbeatable location, latest-generation technologies and highly professional service are the key to its internationally recognised prestige. By EDITORIAL DEPT. Photos FB

ira de Barcelona has been a key part of the economic development of the Catalonian capital since its inception. The exhibitive heart of the City of Counts began to beat strongly in 1929, when the emblematic exhibition park of Montjuïc was built to house the International Exposition, though the trade fair activity had began earlier. Just a few years later, in 1932, Fira de Barcelona was officially born as the institution in charge of promoting trade fair activities in the city. Since then, The Venetian Towers have welcomed millions of visitors from the furthest corners of the world, and the Paseo de Maria Cristina with the National Palace behind makes for some of the most representative attractions of the city. On top of Montjuïc’s 8 historic halls, an additional six can be found in the newly built Gran Vía exhibition park, built as part of the project of Japanese architect Toyo Ito. Currently, the two areas add up to a gross total of 365,000 m2 of exhibition space, but when the ambitious enlargement project finishes shortly, it will reach 405,000 m2. These figures place Fira de Barcelona as Spain’s largest fair space and as one of those with the greatest dimensions in Europe. The reality of Fira de Barcelona is telling: it has a portfolio of 80 shows (annual, biannual, biennial y triennial), brings together 40,000 companies (direct and represented) and 3.5 million visitors. In addition, 15 of its shows are European benchmarks, figuring among the top three in their specialty area. Fira is the leader in professional and industrial shows celebrated in Spain and its contribution to the economy of the city and its surrounding areas is estimated at over 2200 million Euros.

Key factor: internationalization The objective that such large scale installations chase is clear: to become the most attractive venue internationally. Fira de Barcelona has, over the years, consolidated itself as the ideal meeting platform for Spanish and world-wide professionals. All sectors find in this facility suitable spaces for exhibiting their new products and to hold meetings: automotive, food, the meetings industry, urban fashion, mobile telephony, construction, medicine, boating, the chemical industry… Fira is the leader in housing events that pertain to these and other sectors. The Barcelona fair facility’s correct strategy is evident in last year’s figures. 2007 was the year that Fira de Barcelona achieved its most brilliant economic results, verging on 130 million Euros in income and 25 million in cash flow. This supposes an increase of more than 25% with respect to 2005, a comparable year fair-wise in accordance with the schedule of the shows. This upward trend has not undergone any changes in recent years, always rounding out to about 20%. Of the professional visitors registered during last year, the international ones added up to 20% of the total. The representation by foreign exhibitors was even greater, given that they represented 34% of all exhibitors in professional shows. The country of origin of the majority of them is within Europe (France, Germany, Italy, the United Kingdom), although it’s important to stress the consistently greater presence of visitors and exhibitors from countries much further away, such as the United States or China.

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Fira de Barcelona has been a key part of the economic development of the Catalonian capital since its inception

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Barcelona’s economic motor All of this activity generated, during 2007, an economic impact of some 2200 million Euros in the City of Counts. This high figure confirms Fira de Barcelona as one of the most important and, above all, one of the most dynamic motors of the Catalonian capital, capable of having repercussions in a great range of sectors (it is present in 75% of sectors of the Spanish GDP) and promoting the international projection of the Spanish economy. And it generates no less than 42,000 job positions. Of the 130 million Euros turned over in 2007, 67% were obtained from the shows and the remaining 33% thanks to services offered to visitors and exhibitors, including: the design and construction of stands, restaurants and catering, logistics, organisation of events, etc. Plus, the complementary activities contribute an added value not to be frowned at, with one of Fira’s strategies being to strengthen them. Last year, some 770 activities related to the shows took place in its fair grounds. This includes all type of congresses, conferences, seminars and other spheres of reflection. In addition, the degree of satisfaction of the delegates and exhibitors

Fira de Barcelona received its most brilliant economic results, verging on 130 million Euros in income and 25 million in cash flow in 2007

that have passed through Fira de Barcelona corroborates their good work practices. More than 70% of all the exhibiting companies consulted expressed their decision to participate in upcoming sessions, as did 84% of the professional visitors.

In the heart of the city Another of the characteristics that place Fira de Barcelona in good standing is its central location. In contrast to what is usual with big exhibition centres, its installations integrate with the city’s make-up, making their access by public transport very easy: subway, train, bus, taxi, etc. At some 15 minutes from the city centre, the new exhibition park at Gran Vía also has a parking area of 3000 places which will be extended in the future, on top of the train connection via the state metropolitan railway. And so, Fira de Barcelona forms part of the city’s cosmopolitan landscape. What’s more, Fira has shaped Barcelona’s identity over the course of the 20th century, endowing it with the image it enjoys today: a city open to the world, modern, efficient and the ideal destination in which to conduct meetings.

AT THE FOREFRONT IN SUSTAINABLE MEASURES Last October 27, Fira de Barcelona presented its already functional, photovoltaic solar energy plant, installed on the pavilions of the Gran Vía venue. This massive installation is no less than the world’s sixth largest roof-mounted solar energy plant, and reflects the institution’s commitment to sustainability and the environment. Many benefits will be obtained from it, given that the investment made with the resources of the Fira 2000 society (those in charge of the exhibition ground’s construction) will be amortized in two years, and the sale of the electricity generated to the general network will mean an income of 70 million Euros in the first 30 years of activity. The plant has 3.26 MW of power and generates 4.4 GW of electricity annually, that’s to say, the energy necessary for 980 four-person homes. Its construction has taken almost one year and has meant an investment of 17.7 million Euros. In addition, putting the solar energy plant into operation will prevent a yearly emission of 2047 tonnes of CO2 going into the atmosphere.

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Fair’s zone

AGUSTÍN CORDÓN BARRENECHEA General Director of Fira de Barcelona

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“Trade fairs and shows are more important than ever” Agustín Cordón (Valencia, Spain, 1963) is the general director of Fira de Barcelona. With a degree in Economic and Business Sciences from Barcelona University and a diploma in Senior Company Management from the IESE, his professional career includes auditing, consulting and direction in the mass consumption sector. Advisor to the directive committee of the UFI (International Fairs Organisation), he works towards Fira de Barcelona continuing to grow as a global benchmark. By JOAQUIN ROGLAN Photos: JOAN MASATS How do you manage to be the number one fair in Spain and number two in Europe? I don’t know if we’re number one, but we are one of the major European fairs. Our capacity goes way back due to the portfolio of industrial and professional products, and our leadership in this type of show is consolidated by the Gran Vía venue. Do you notice any effect from the worldwide recession? A certain lateness in bookings, the exhibitors decide somewhat later but they end up booking. Leadership in the Spanish market and an outstanding presence in the European one give us strength. Up to this point, the figures for visitors and exhibitors are similar to last year’s, and with a greater international weighting. We face up to the recession well because the exhibitors make sales and do business. Does the worldwide recession alter your strategic plan for 2006-2015? In a fundamental way, no, because it centres around infrastructure, new show launches and attracting important events at a worldwide level. We want to grow, innovate and improve customer service. What do the clients say? To a greater or lesser extent, they all suffer a very asymmetric situation and a significant uncertainty, sometimes financial and sometimes commercial. But we are there alongside the companies, to attend to the specific needs of each sector, and FB is very well aligned with the clients that it needs close. What role does the Gran Vía venue play in the success of FB? The Montjuïc venue is emblematic, historic and very unique, but Gran Vía has given us an added capacity of 200,000 m2 gross and will reach 250,000 m2 in 2011. It has allowed us to grow, and to attract very important and top-level international shows in various sectors.

When will your best moment arrive? In 2011 we will have two new pavilions and an auditorium in the Gran Vía venue, which complement the great architectural project commissioned in its day to the Japanese architect Toyo Ito in an international competition. The underground train already reaches the Fira Europa station, and the planned arrival of two subway lines will mean a better connection with the city and the airport. So will it be the number one European Fair? The commercial trade fair ranking is very diverse, according to the parameters that are taken into consideration. We don’t aspire to be number one in everything, but we do aspire to being excellent in all that we do. Quality and internationality are the most relevant for us, we don’t expect to turn over three times as much nor have bigger grounds. We aspire to a portfolio of international products that distinguish themselves by the quality of the visitors and for the impact on Barcelona and its economic fabric. How great in figures is the economic impact of FB activities? More than 2200 million Euros annually. 50% of this figure is shared between the hotel world, restaurants and the city, and the other 50% is the business conducted by the companies during the celebration of the show. This 50% is the principal element that differentiates us from other fairs in Spain and Europe. In addition, Barcelona gives us many assets like the geographic setting, its economic dimension and the actual city. Another asset is the expansion of the airport, whose international connectivity will be very important. The Barcelona Port is also living a magnificent moment in tourism and the transport of goods. Are the American and Asian shows competition? Europe is the number one continent in the world in fair activity and Spain is the fourth country in the world. The fairs of the United Sates are not, in general, very relevant, I don’t refer to the American market, but to its fairs. The Asian market is budding and upcoming. China is already the fifth country in the world in fair activity, and its pres-

ence at our shows is increasing. But our competition centres on Europe. What do you do to attract other markets? FB has delegations in 26 countries to attract exhibitors and visitors. One out of every three exhibitors at professional shows, and one in every five visitors, comes from outside of Spain, and no other Spanish fair stands out using that indicator. Why does FB’s management model attract worldwide attention? Because it is a very good one, and one of the most advanced and modern. The combination of public capital with the business, professional and autonomous management has proven very efficient. It’s an applicable model that other fairs in Europe watch closely because of the good results. How does globalization affect FB? It helps, because it creates a competition that keeps us all awake. With as many events as we bring, FB’s good experiences are transmitted globally and the globalization places us clearly in leadership positions in the fair market. The more that is spoken about globalization and new technologies, the more emotional the business world becomes. With the current situation, it has never been so important that two people meet in person and close a deal by means of a show or a fair. It may seem very traditional, but in such a global world, the fairs and shows are more important than ever.

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Cities Malaga

Since positioning itself as a destination for meetings and culture, moving away from the province’s predominant holiday image and its Costa del Sol, and from golf, this outstanding Andalucian city has managed, of its own merits, to place itself among the most important MICE destinations in all of Spain.

Its plentiful, purpose-built infrastructure for meetings and congresses, as well as trade fairs and workshops, is complemented by additional activities.

Malaga A DIVINE DESTINATION ALSO FOR THE MEETING INDUSTRY By: PAU MORATA, photos from P.M. and JAG

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Cities Malaga

he accessibility to the capital of the Costa del Sol is no longer the impediment that it had been midway through the second half of the 20th century. Today it is well communicated by road, air and high-speed rail, and the latter, the high-speed railway, is changing not only the flow of holiday travellers, but also – and here is what interests us – that of Meeting Industry activities travellers. Malaga, with its new train station, Mario Zambrano, is now within reach of Madrid and Barcelona like never before.

A microclimate which has made possible an exceptional botanical richness Malaga, in contrast to other Andalucian cities whose temperatures are very high in summer, is the city with the gentle, mild climate during all four seasons of the year. Such is the mildness of the climate – or microclimate – that the city centre, as well as its surroundings, has gardens of great beauty, thick

with plants and trees that practically can’t survive in other parts of Spain. There are ancient trees that decorate its avenues, some the result of nature and the passing of time, while others are there, on Malagan soil, as a result of an interest in botany of some of the city’s past inhabitants, like for example some of the industrial families and bourgeois that dominated the area’s economy. In several parts of the city centre there are striking gardens, and the park that began construction in 1897 on land reclaimed from

PICASSO AND MALAGA, TWO NAMES UNITED FOREVER The brilliant artist, Pablo Ruiz Picasso, was born in Malaga and his birth city has paid tribute to him over the years. To mark the recent commemoration of the 125th anniversary of Picasso’s birth (1881), the city reinforced their previously-existent attraction in the field of culture and art. On the one hand, the visitor to Malaga has an appointment with the museum dedicated to him, located in the Buenavista Palace in a renovated building declared a national monument that dates from 1516. Here, one can experience a retrospective of Picasso’s paintings from his different stylistic periods in a permanent collection made up of 155 works loaned and donated by the artist’s relatives. And on the other, in the city is his birthplace which has also been turned into a museum. In it, visitors can become familiar with the environment that surrounded the painter’s infancy.

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Cities Malaga

the sea, allows us – 111 years later – to contemplate a variety of species and trees of considerable size. Nevertheless, standing high above all the others is the historical-botanical garden ‘La Concepción’. It is currently municipal property, and its grounds are used for gala dinners for big events and trade fairs that are celebrated in the city as well as for other institutional ceremonies. The garden was created by Jorge Loring Oyarzábal and his wife Amalia Heredia Livermore in times when Malaga was a powerful industrial city, full of social contrasts. He, a civil engineer, was the son of a rich mer-

The historical-botanical garden, ‘La Concepción’, is used to house gala dinners for big events and trade fairs celebrated in the city as well as for other institutional ceremonies

chant, originally from Massachusetts, who had established himself in the Andalucian city using its harbour as a base for his naval trade activities with the other side of the Atlantic. Loring had interests in mining, banking, railways and the media (print) and it was his the idea to create this unique botanical garden with species brought in from the world’s far-away shores. Today, Malaga is a different city, more socially balanced, where the memory of the divide between what was then the noble, industrial and bourgeois area on one side of the river and the working-class on the other, barely remains. The modern city centre hides part of its rich past in the remains that populate its subsoil, and in buildings renovated to give them a new use. But that does not mean that the visitor should stop listening to, and being surprised to learn about the city’s historic past: An historic past that the brilliant painter, Pablo Ruiz Picasso, is also part of. He, whose Malagan period is testified on one hand by the Picasso Birthplace Museum, in the building in which he was born and spent his first years, and on the other, the Picasso Museum.

Recovery of meetings tourism The city of Malaga lived, during the second half of the 20th century, with its back to business and meetings tourism, due to the strong impact of the Costa del Sol’s beach tourism image in the province of which it is the capital. What’s more, the abundant offer of conference and incentives facilities in nearby municipalities represented a heavy burden when it came to attracting demand, though part of it did go to Torremolinos. But one day, the inhabitants of this outer suburb, whose population had increased drastically, obtained their administrative separation from the municipal division of the capital and established themselves as an independent Council. There, in Torremolinos, the General Administration of the State located one of the first conference centres to exist in all of Spain, still in use these days. There is another one in Marbella, and for the past five years the most modern of all those that have seen the light of day in the province has been the one in Malaga city. To that list gets added the one in Antequera, the fourth such facility in the province.

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Cities Mรกlaga

The visitor to Malaga has two obligatory appointments: one with the Picasso Museum located in the Buenavista Palace, a renovated building dating from 1516 and declared a national monument, and the other with the Picasso Birthplace Museum.

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Malaga city lost the meetings travellers, while at the same time living with its back to mass tourism, but before the end of the 20th century, its municipal leaders, businesspeople and tourism sector focused on taking back the lead. That’s how the exhibition and conference centre came about, at the same time as the port authority opted to back cruise ships, a move that has taken them to third place in the ranking of cruise ship ports in

Spain, behind Barcelona and Palma de Mallorca. The statistics show the figures for meetings rising year after year, with high percentage increases. The Trade Fairs and Congress Centre of Malaga is a striking building, both internally and externally, and it is a functional and practical facility for exhibitors, congress attendees, product presenters and event participants. It is made up of an exhibition ground, a congress centre, areas and spaces for support services, reception and registration counters, and leftbaggage. The exhibition ground has two pavilions: the first is 10,800 square meters and the second, 6,000 square meters. The congress centre disposes of two auditoriums, one with a capacity for 900 attendees and the other, for 590 attendees. The two modular conference rooms can house 380 and 400 participants respectively. There are several multi-purpose rooms, functional for up to 70 people, and an exhibition room of 470 square meters. The centre disposes of car-parking areas with a capacity to take up to 1,200 vehicles, a central courtyard of 5,200 square meters, cafeterias and restaurants. The main restaurant can house up to 1,500 diners, and it is used frequently for banquets and gala dinners.

More hotels and more to choose from The celebration of meetings in the city of Malaga is not limited to its congress centre. A large number are convened in hotels, especially in the case of ceremonies whose participant numbers are not very high. Having increased the real demand, and with good prospects for potential demand, in what has already gone of the current decade and century, the city has turned into an equally attractive destination for investment from hotel businesspeople who have built numerous new hotels in the Malagan city centre, especially in the official four-star category sector. This growth in the hotels on offer for accommodation and for meetings has stimulated the selection of Malaga as the seat of events that, otherwise, wouldn’t have been able to have been held in the city. Some hotel chains from outside Andalucia have put up their logo in Picasso’s birth city, close to the cathedral and the old quarter/town, places unavoidable of a visit. Of the hotels with meeting rooms it’s worth mentioning, among others, the Larios, Malaga Centro, Monte Malaga, Romerito and Zenit Malaga hotels.

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Cities Malaga

Entertainment after the meeting Once the meeting session is finished, the participant has a vast range of possibilities to choose from. Malaga’s present and past is alive in the programmed tours and visits, and in those that can be organised specifically. From an archaeological and monumental point of view, Malaga has much to see, starting with the remains of its Roman theatre, built in the time of Augustus. With its remote origins placed at over 2,500 years ago, the city is being built in the vicinity of what was, in its day, a Phoenician colony that later gave way to Roman settlement. The inhabitants changed following the arrival of the Moors which began in 711AD. This historical period of Arabic rule left traces still preserved today, such as the residential and defensive district of the Alcazaba. The main part of that which is now preserved, was built in the 11th century on the remains of a prior fortification, and the chosen place could be no other, nor better, strategically, as from the hill where it is found it is possible to exercise a visual control of what happens in the surrounding areas. Close to the Alcazaba, and joined to it by a transit and communication area, you can find the Gibralfaro Castle. It is from the 13th century, has ramparts more than a thousand meters long, is made up of thirty walls, and has eight defensive surveillance towers. The cathedral is an equally obligatory stop for visitors to Malaga. Dating from the first half of the 16th century, one of its towers was left unfinished due to lack of resources and its interior is full of rich artistic content.

The recent growth in hotel offerings, has stimulated and increased the selection of Malaga as the seat for events USEFUL ADDRESSES MALAGA CITY COUNCIL Tourism Department Phone: (34) 952 061 837 info@malagaturismo.com www.malagaturismo.com Echegaray, 2, 1º 29015 MALAGA

PALACIO DE FERIAS Y CONGRESOS DE MÁLAGA (TRADE FAIRS AND CONGRESS CENTRE) Avda. Ortega y Gasset, 201 429006 MALAGA Phone: (34) 952 045 500 Fax: (34) 952 045 519 pfyc@promalaga.es www.fycma.com

PICASSO MUSEUM MALAGA Buenavista Palace C/ San Agustín, 8 29015 MALAGA Phone: (34) 952 127 600 info@museopicassomalaga.org www.museopicassomalaga.org

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Incentives Monastic retreats

MONASTIC RETREATS DIVINE REST AND PEACE In turbulent times like these, it is often necessary to get away from the stresses in order to recharge the batteries. To truly unwind: that is what is offered on spiritual retreats or stays in monasteries - real peace and tranquillity in monumental spaces of great historical value that invite refection and personal reconciliation. Spain has hundreds of monasteries which serve as hostels and 70 of those can be easily accessed, irrespective of the guest’s religion. By M. Martínez, Photos courtesy of TOURISM BOARD

hile the entire world’s stock exchanges continue with their indecipherable dance, plunging to yet-to-be-feared depths, executive stress poses an unstoppable rising trend. Interest rates, Wall Street, assets, loans, bailouts… What the executive really needs is to say ‘enough is enough’. Out of reflection, the best proposals for confronting adverse situations always emerge, and a good way for busy professionals to recover their initiative could be ‘monastic retreats’ – stays in an isolated place, full of peace and far away from the hustle and bustle of the city, surrounded by a spiritual atmosphere of contemplation and meditation. These days, we dedicate very little time to reflexion and self-analysis, activities that are impossible to combine with our stressful day-to-

day life. The context is very important in the promotion of this type of intellectual activity, and that’s why monasteries offer the best of settings for those people who really are looking for a quiet corner away from the worldly noise.

A unique richness In Spain, you can count some 600 religious monasteries and convents that possess hostels, that is, stays for external visitors. Unfortunately, the majority of them have very strict access rules and a recommendation is often necessary in order to stay the night in one of their cells. They calculate though, that 70 of them accommodate all types of visitors that demonstrate a genuine desire for introspection and meditation, with no considera-

tion paid to their level of involvement in the religious activities. The majority are found in the northern half of the country, although there are some exceptions. One added value of these religious homes is their immeasurable historical worth. With centuries of history in every stone, the monasteries and convents keep in their interiors, true architectural, cultural and religious treasures. That is the case, for example, of the Saint Mary of Poblet Cistercian Monastery, in Tarragona, declared a World Heritage site in 1991. The monastery was the most important temple of the ancient Crown of Aragon, its construction ordered by Ramón Berenguer IV, Count of Barcelona, and lived its maximum splendour during the 14th Century. Poblet is the paradigm of the Spanish-style Cistercian abbey. A

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Incentives Monastic retreats

congregation of brothers, who put some of their cells at the disposal solely of male guests, still reside there.

Authentic monuments For their part, the women enjoy the privilege of being the only guests accepted in the magnificent Las Huelgas of Burgos Convent. Founded in 1187 by Queen Leanor, this convent sought to even out the levels of control and responsibility between men and women within monastic life. King Alfonso XI and his son Enrique II of Trastámara were crowned inside its walls and Alfonso VIII and his wife, the

very same Leonor of Plantagent, are buried there. Currently, the Cistercian nuns that live in the convent accept up to 10 women looking for a spiritual retreat. Another monumental complex in which a stay would mean an unforgettable experience is the Santo Domingo of Silos Monastery, also in Burgos. This Benedictine abbey is considered one of the master works of Spanish Romanic art. Its creation dates back to the Visigoth period (7th Century), although it enjoyed its maximum splendour under the rule of Castile, during the 15th Century. A stroll through its silent cloister is a pleasure that only a few, privileged guests can enjoy.

The monastery in La Coruña, Sobrado dos Monxes, has 30 double rooms and 14 singles available

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One added value of these religious homes is their immeasurable historical worth.

Mobile phones prohibited The visitor that decides to stay in a monastery or convent must adjust to the rules and schedules. To start with, the majority of Spanish religious centres strictly prohibit the public use of electronic devices, especially of mobile phones and radios, being that they can bother the other guests. A spiritual retreat means, before everything, giving up the things we generally depend on in our busy day-to-day life. Also, where daily schedules are concerned, monasteries are accustomed to being strict. Breakfast is usually served between 7 and 8 in the morning, on occasion shared with members of the religious community, and often one must help with the job of cleaning the refectory (dining room). Something similar happens during lunch and dinner, which are always proceeded by prayers or even a lecture from one of the brotherhood. During the entire day, guests must demonstrate a quiet and respectful attitude. Although it is not compulsory to participate in any religious ceremonies, often, the members of the congregation invite guests to take part in some of the services. Voluntary service to the community is also very positively regarded, assisting in things like cleaning, order, gardening, etc. Remaining inside the grounds is not usually compulsory. Generally, in the mornings or afternoons you can walk around the verdant and gentle surrounding area or even visit a nearby town. Either way, by 10pm at the latest, both the monks and the guests must retire to their cells.

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The Camino de Santiago Likewise, a spiritual stay can be combined with other outdoor activities also related to the soul, such as the famous Camino de Santiago. All the way along the route, on Galician soil, there are many religious homes that permit visitor stays, especially of pilgrims. That is the case of the monastery in La Coruña, Sobrado dos Monxes, which has 30 double rooms and 14 singles available. It is a building which has contributions from all the architectural styles, an amalgam of Cistercian, Gothic and Baroque, and which maintains its spirit of meditation and peace amid the verdant mead-

ows of the area. This monastery is Galicia’s biggest and probably one of the most permissive given that not only those travelling alone in search of a spiritual retreat, but also couples and families are allowed to stay.

Not suitable for everyone So, there are many ways to unwind from daily life, but probably one of the strictest and most authentic, is spending a few days in one of these Spanish monasteries. Through the introspection that takes place in these spaces of great spirituality, the re-evaluation of one’s

The Saint Mary of Poblet Cistercian Monastery, in Tarragona, was declared a World Heritage site in 1991 self is achieved, but it’s not an easy task and of course, is only suitable for those that really are searching for such introspection, accepting that it means giving up, for a few days, the comforts of normal homes or hotels.

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DI&CO,

SPECIAL EVENTS TO REMEMBER With more than 20 years experience organising congresses and events, di&co has become a benchmark company in the Meetings Industry sector and through its hands have passed a great many exclusive and special events. Its broad experience makes this company a true asset in this touristic sector.

By VICTOR PUIG VILARRUBIS photos di&co

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ocated since the beginning in Zaragoza, di&co has become a synonym for quality and good working practice, winning the confidence of many companies that think only about this firm every time they want to organise a different and exclusive event in this Spanish region. From the very start, di&co began to take care of event organisation in Zaragoza before later going on to become one of the most outstanding organisers nationally. As a complement to its event organisation, di&co is also a full communication department, which allows it to provide a complete service to each company both by organising the event itself, as well as carrying out media relations and creating awareness. Together with these two options, di&co also takes care of technical services, audiovisuals, or the personnel that an event may require: from hiring hostesses or translation services, to catering and food and beverage facilities. In this way, di&co can provide a full service to their clients, looking after and executing all the details that are part of the organisation of a business event.

Playing on home ground with Zaragoza Expo 2008 For di&co, Zaragoza Expo provided a unique and perfect opportunity in that it allowed the

At the recently finished Zaragoza Expo di&co participated in the organisation of the different ceremonies that were held in the Andorra, France and Portugal pavilions

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company to display all its event organisation knowledge in the city that watched it grow and where it has its central office. At Zaragoza Expo, it participated directly in the organisation of the different ceremonies that were held in the Andorra, France and Portugal pavilions, and was present at the inauguration of the bridge pavilion by architect Zaha Hadid. It was also the organiser of the International Conference on Water Management in Federal and Federal-Type Countries, which was held during Zaragoza Expo 2008. All these ceremonies and events moved a huge number of people and required great coordination, allowing di&co to demonstrate its professionalism and efficiency.

Proven experience in event organisation Throughout its long history, di&co has participated in a great many ambitious events such as the organisation of the Family and Community Medicine Congress, which in 1998 gathered 6500 participants and that continues to be the congress with the highest attendance in Aragon. In 2003, they participated in the organisation of the National Design Awards, handed out by H.M. King D. Juan Carlos I. Another very prestigious event was the organisation in 2005 of The World Congress on Ecological Restoration. All these large-scale events that recei-

SPEAKING TO…

Ascensión Durán Director of di&co

MIS.- What type of incoming activities is the most in-demand by your clients? Ascensión Durán.- We organise congresses, international symposiums, scientific meetings, seminars…although the reality is that each client is different and demands a distinct type of meeting in accordance with its final objectives and the number and profile of attendees. However, all of them are looking for quality work and the type of field knowledge, which is only available from an agency with the experience of di&co. MIS.- The company has more than 20 years working in this sector, which gives you a broad perspective of how it has evolved. How have you seen the evolution? A.D.- In 20 years, the meetings industry market and the organisation of work processes have changed. Globalization, new technologies, and specialisation mark the trends of this change. More and more, our company requires personnel that is much more specialised to be able to deal with international clients and to adapt to the specific demands of each one of them. One Monday you are organising a reception for guests of the architect Zaha Hadid, and the next day you have to coordinate with the protocol services of the Royal Family, and that requires enormous training of the work teams, versatility and work capacity. MIS.- With the Zaragoza Expo you have been one of the benchmark companies in the staging of events in the city. How do you value the experience? A.D.- Our experience has been very favourable, not only due to the quality of the jobs that were carried out, but also for the relations we have maintained with important public figures, companies, and institutions that wouldn’t have discovered Zaragoza if it hadn’t have been thanks to the Expo.

MIS.- Aside from DMC or incoming, you are also a communication department. Is this facet complementary to your work in the congress and events sector? A.D.- Our communication department is the hallmark of our identity. The repercussion of a congress or a meeting cannot remain with the people who attend it – be it 100, 500 or 10,000. The investment that our clients make must obtain its media viability, and every one of our events is a news item whether it is for the subject matter, the lecturer, the personality that opens it, or a simple anecdote. But in the end, they are all present in the different sector press. MIS.- It is clear that at di&co you jointly manage the new Zaragoza Expo Congress Centre with other companies. What can you tell us about it? A.D.- The Congress Centre is going to be one of the keys to the development of business tourism in Zaragoza. We have a bookings calendar that’s fairly full for the next year. It is a very modern facility with the best technological features, and with an enviable location in the European geography. What’s more, the building’s cultural programme is going to turn it into a benchmark of the international events calendar. MIS.- What predictions do you have for 2009 with regards to which markets you consider will be the most powerful? A.D.- The geographical location is what marks our client map. The countries in the south of Europe are the closest to us, but we can’t forget that we have other countries in the east, like Poland, that are very interested in commercial exchanges in the face of meetings tourism. And naturally, the Asian countries that are an emerging market and one that is constantly opening up towards new destinations.

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ve such repercussion in the media coexist with an enormous variety of other events held by companies around the world that trust in di&co to be one of the benchmark OPCs in the sector. One of the keys to being able to organise a different kind of event is to find a special location, and this is only achievable by having the adequate contacts, such as those that with time, experience and good work practice, di&co has achieved. With these, considering an event is easy and pleasant as di&co always has different solutions to suit each client, as well as sug-

gestions of charming places in which to carry out the event.

Incentives of all types throughout Spain Design, creativity and imagination are three words that perfectly define di&co’s way of doing things when it comes to the planning and execution of incentives. In the hands of di&co, it is possible to hold any type of motivational activity throughout Spain, from discovering the marvels of Aragon or Madrid’s most fashionable restaurants, to holding a

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Incoming

wine-tasting in the Rioja region: Everything is possible with good organisation, paying attention to the smallest details. And there are many activities that di&co can suggest and set up for all types of groups, irrespective of size. Events must also be explained Nowadays, to have access to a good communications department is essential in order to be able to let the media know about the many activities that an OPC and DMC organise. And since the start, 20 years ago, di&co had the pioneering idea to create a communications department that would promptly publicize its activities, as the benefit of thorough media coverage is greater promotion for the company that decides to put on the event.

But the communications department of di&co also takes care of many other aspects, for instance the design, writing, and communications for press conferences, or the production of press kits. Through this department, di&co is also involved in putting on training and motivational courses for employees, or assessing companies in order to improve their external image, and all of it, so as to give the broadest service possible to the companies with which they work.

di&co Pº Sagasta 19, Entlo dcha. 50008 Zaragoza Tel. 976 21 17 48 Fax: 976 21 29 59 Web: www.dico.es Mail: dico@dico.es

The benefit of thorough media coverage is greater promotion for the company that decides to put on the event

SPECIALISTS IN JEWISH TOURISM di&co has specialised in a specific type of tourism, that of Jewish tourism, which refers to the tourism directed towards people of this creed that wish to know about Spain’s Jewish past. The visits to the Jewish quarters of Tarazona, the Cinco Villas or Daroca in the community of Aragon are three of the essential places to visit in the community, but the whole of Spain is full of outstanding Jewish areas like Girona’s El Call, Cordoba’s Jewish quarter, or the Jewish quarter of Avila. A large part of this tourism originates from the United States where the Jewish community is very important.

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Selección de establecimientos que suponen garantía de éxito para cualquier reunión

HOTEL ADEALBA THE INTIMACY OF EXCLUSIVITY Right in the middle of the historic quarter of Merida, Extremadura’s capital declared a World Heritage site by UNESCO, we find the four-star rated Hotel Adealba. Exclusive accommodation set in a 19th century stately building, whose 18 guestrooms welcome the most discerning visitors. By EDITORIAL STAFF photos courtesy of H. A.

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ersonalised and confidential service are the fundamental pillars of this hotel’s philosophy, given that, beyond offering a service, it is their desire to provide guests with sensations that will induce memories that leave an indelible mark of their stay. In Spain’s first domotic hotel, all the rooms are fully controllable from reception as well as by the guest. Choose your own personalised o pre-programmed ambience and let technology take care of your comfort.

All the services in your hand The privacy offered by the common areas, compliments what’s on offer in the spacious rooms equipped with King-size bed, 32” and 37” plasma televisions, massage chair, motorized skylight, intelligent-access clock, a PC in every room, pillow menu, in addition to

the minibar, wifi and safe, all complimentary. Also at guests’ disposal, for no additional charge, is the use of the ‘Boutique Spa’, and shortly, our guests will be able to enjoy a spectacular and unique convertible. What’s more, this four star Extremadurian hotel offers a totally innovative concept: The Hotel in Your Hand. Via a mobile device (PDA), guests can control the opening of doors and lifts, the room’s automation and the television, as well as using it as an internal phone and, on their city visits, even guide them to the 18 most representative spots using GPS. The daily press, weather, room guide and piped music, all in your own hand. This hotel offers privacy and genuine exclusivity. Everything in the Hotel Adealba is provided so that guests can let themselves sink into the hotel’s Slow philosophy, allowing sensations, relaxation and sensory pleasure to prevail over time.

What’s more, this four star Extremadurian hotel offers a totally innovative concept: The Hotel in Your Hand

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Co. Events

DAVID COULTHARD SIGNED AS BRAND AMBASSADOR OF CASIO’S EDIFICE RANGE THE BEST SOMMELIERS, CHEFS AND GASTRONOMIC EXPERTS COME TOGETHER FOR THE 3RD COPA JEREZ

he Formula One driver David Coulthard has been signed as the new face of Casio’s Edifice brand of metal watches. The Edifice range combines innovative features with advanced design, putting it at the forefront of wrist watches. David Coulthard is one of the most experienced Formula One drivers, with 13 Grand Prix victories and the fourth-highest points total in the history of Formula One. The speed and dynamism of motor sport provided the inspiration for the Edifice range, which was designed with the fast-living, sophisticated urbanite in mind.

n 1 July, the North East semi-final of the 3rd Copa Jerez took place in Barcelona. Restaurants from eight different countries participated in one of the most prestigious of international culinary competitions. Three chef/sommelier teams defended their dishes, paired with sherries from Jerez and Manzanilla, in front of a jury comprised of well-known names in the food and wine industry, such as Josep Roca (El Celler de Can Roca), Xavier Pellicer (Abac Restaurant) and Xavier Agullo (food critic). The winning team will go through to the Spanish final and, should Spain qualify, will represent Spain in the international grand final to be held in 2009. The semi-final attracted more than 1,500 outstanding restaurants from La Rioja, Catalonia and Aragon. Of all the entries received, three were selected to battle it out before the jury.

CORPORACTIVA PRODUCES CUSTO BARCELONA’S FASHION SHOW AND AFTER PARTY AT BREAD & BUTTER

TOUR DE ESPAÑA ALFA ROMEO HOT ENGINES CLASSIC CAR RACE

he 10th edition of the Tour de España Classic, the most important classic car race in southern Europe, will take place from 2 to 7 November on Andalusian soil. New this year in the Alfa Romeo Cuervo y Sobrinos Tour de España is the introduction of a category for pre-war vehicles. The race, beginning in Jerez and finishing up in Malaga, will consist of five stages, taking in Ronda, Marbella, Antequera, Granada and Malaga along the way. The race will cover 1,500 kilometres in total, and motorists will be expected to undergo 14 special speed tests in the mountains, in addition to three circuits. The classic car race is not only about the competition itself but also about touristic and gastronomic quality. There will be stop-offs at some of the most exclusive restaurants in the region, as well as visits to places of particular interest such as the Alhambra in Granada. The race will feature, among others, the historical models of brands such as Alfa Romeo, Ferrari, Porsche, Chevrolet and Jaguar. Once again, the Tour de España Classic will have the backing of its traditional sponsors, the watch company Cuervo y Sobrinos, who will give away one of its watches to each driver and to the Alfa Romeo car brand.

t was the third time that the golf club RACE held the Solidarity-Trophy Cup BS Sports & Entertainment, a golf tournament that brings footballers and basketball players face to face with a charitable purpose. Javier Huergo, general director of the portal Eventoclick who also participates in the organization of the event, presented the Sympathy prize to Julio Baptista, a Real Madrid player. It was precisely the footballers who won the tournament for the third time, beating by 11½ to 6½.The winners got a crystal cut trophy specially made by Perodri, which represented a V for victory with a golf ball. The Solidarity Cup is an initiative of Banco de Sabadell whose income goes to UNICEF and Plan Internacional, two NGOs which develop projects for children.

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FIRA BARCELONA TO HOST FIRST EDITION OF COSMOFITNESS

ART SEASON JOINT OPENING BY BARCELONA AND MADRID GALLERIES

n 18 September, the 60 most prestigious art galleries in Barcelona and Madrid kicked off the 2008-2009 art season with a presentation party. The occasion highlighted the role of art, artists, and the galleries themselves in the cultural life of both cities. The event served to draw attention to the research and promotion work carried out by the galleries with the aim of energising the cultural scene and discovering and promoting new, up and coming artists.

DIA D SIGNS UP TO EU INTEREST GROUP REGISTER

FIVE THOUSAND ATHLETES TAKE PART IN BARCELONA EUROGAMES

rom 3 to 5 October, Fira Barcelona will play host to the first edition of Cosmofitness, the International Fitness and Sports Facilities Exhibition. The event will showcase the latest equipment in the fitness sector and will provide the opportunity to carry out parallel events dedicated to the training of professionals. The various roundtables and conferences to be held during the exhibition will deal with topics such as leadership and team management, and how to attract new customers, as well as taking a look at what the future holds for the fitness industry. During the exhibition, the principal Spanish fitness chains and sports clubs will run the types of fitness sessions that will characterise the coming season, such as a Bollywood Dance session organised by Eurofitness-Ubae, or Zumba (a fitness programme), by the DiR chain. In parallel to the exhibition, for the third year running, the International Fitness and Guided Activities Convention will be held, attended by nationally and internationally renowned professionals. The convention will take place in the Bordeta Municipal Sports Centre and will include demonstrations of choreographic, toning, and water fitness activities, and Pilates.

ía D Marketing is the first company in the sector to sign up to and accept the Code of Conduct of the EU’s Interest Group Register. In line with the idea of promoting transparency, Día D Marketing is one of the founding members of Club para la Excelencia (Club for Excellence), where the main aim is to consolidate events as a strategic communication and marketing tool and to work towards the professionalization of the sector by creating a code of conduct. Since June 2008, all entities engaged in activities that influence the policy-making processes and decision-making of European institutions are invited to register and accept the European Commission’s Code of Conduct.

total of 5,300 homosexual athletes participated in the EuroGames which were held in Barcelona from 24 to 27 July. The EuroGames is a sporting event in which amateur athletes - gays, lesbians, bisexuals and transsexuals from across Europe - compete in 25 disciplines such as athletics, tennis, swimming, volleyball and soccer. Within the sports framework, and specific to the EuroGames, there was also a ballroom dancing competition with samesex couples. In addition to the sports activities, Barcelona was the venue for many cultural events such as exhibitions, plays, and even a circus show intended to give the gay collective in the city a presence.

TELECYL COMUNICACION & EVENTOS TREAT ENDESA CLIENTS TO A TRIP DOWN MEMORY LANE

a Zarzuela racecourse was the venue for horseracing with a difference. The setting at the racecourse was based on the English races at Ascot at the beginning of the century, with both the actors’ costumes and the decoration of the venue taking guests back to 1900. The event was staged by Telecyl Comunicacion & Eventos for Endesa Empresas Madrid. Telecyl’s idea was to organise a unique activity to make Endesa’ best customers feel special. It all started a few days before race day, when Endesa customers received invitations emblazoned with the seal of their host, Lord Endes Ascot, inviting them to "A Night at La Zarzuela." The invitations gave the date and time of the event, along with a map explaining how to get there and a pass giving them access to an exclusive car park. Guests were received in the access hall of the Zarzuela racecourse by two English ladies, Lady Accion and Lady Enelside, both dressed up for a night at the races. Guests enjoyed a cocktail while watching the races and at the end of the evening each guest went away with a framed photo as a memento of the event.

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Useful guide

USEFUL GUIDE CONVENTION BUREAU Barcelona Barcelona Convention Bureau 34 93 368 97 00 bcb@barcelonaturisme.com

Bilbao

Murcia

Valencia

Oficina de Congresos de Murcia

Turismo Valencia Convention Bureau

34 968 34 18 18 congresos.murcia@congremur.com

34 96 360 63 53 turisvalencia@turiosvalencia.es

Palma de Mallorca

Zaragoza

Mallorca Convention Bureau

Zaragoza Convention Bureau

34 971 73 92 02 info@mallorcacb.com

34 976 72 13 33 zcb@zaragoza.es

Bilbao Convention Bureau 34 94 479 57 70 bicb@bilbaoturismo.bilbao.net

S.C. Tenerife Tenerife Convention Bureau

Gerona

34 922 23 78 89 info@tenerifecb.com

Gerona Convention Bureau 34 972 41 85 00 gicobu@cambrescat.es

La Coruña Consorcio de Turismo y Congresos de La Coruña 34 981 18 43 44 info@turismocoruña.com

Las Palmas Gran Canaria Convention Bureau 34 928 26 15 70 convention@laspalmasgccb.com

Madrid Spain Convention Bureau 34 91 364 37 00 femp@femp.es

Madrid Convention Bureau 34 91 588 29 00 congresos@munimadrid.es

Málaga Málaga Convention Bureau 34 95 206 18 30 convention.bureau@ayto-malaga.es

CONVENTION CENTERS Barcelona

Santander Santander Convention Bureau 34 942 20 30 02 congresos@ayto-santander.es

Centre de Convencions Internacional de Barcelona 34 93 230 10 00 ccib@ccib.es

Palau de Congressos de Catalunya

San Sebastián

34 93 364 44 00 marta.rodriguez@pcongresos.com

San Sebastián Convention Bureau

Centro de Convenciones Gran Vía

34 943 48 14 66 bureau@donostia.org

34 93 233 20 00 info@firabcn.es

Santiago de Compostela

Palacio de Congresos de Barcelona 34 93 233 20 00 info@firabcn.es

Santiago de Compostela Convention Bureau

World Trade Center Barcelona

34 981 55 51 29 turismo@santiagoturismo.com

34 93 508 80 00 congresos@wtcbarcelona.es

Sevilla

Bilbao

Turismo de Sevilla

Palacio de Congresos y de la Música de Bilbao ‘Euskalduna’

34 95 459 29 15 turismo@sevilla.org

Toledo Toledo Convention Bureau 34 925 21 31 12 congresos@toledo-congresos.org

34 94 403 50 00 info@palacioeuskalduna.net

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Burgos

Logroño

Salamanca

Palacio de Congresos Y. Atapuerca

Riojaforum Palacio de Congresos y Auditorio de La Rioja

Palacio de Congresos y Exposiciones

34 947 00 11 22 info@palaciocongresosatapuerca.com

Cádiz Palacio de Congresos y Exposiciones 34 956 29 10 17 cadiz2000@palaciocongresos-cadiz-com

Córdoba

34 941 276 200 riojaforum@riojaforum.com

Madrid Centro de Congresos Príncipe Felipe Hotel Auditoriu Madrid 34 91 400 44 00 info@hotelauditorium.com

Palacio de Congresos

Centro de Convenciones Feria de Madrid

34 957 48 31 12 palacio@cordobacongress.com

34 91 722 50 74 convenciones@ifema.es

Granada Palacio de Exposiciones y Congresos 34 958 24 67 00 palacio@pcgr.org

Jerez Palacio de Congresos y Exposiciones 34 956 18 07 32 ifeca@dipucadiz.es

La Coruña Palacio de CongresosAuditorio 34 981 14 04 04 director@palacongres.com

La Línea de la Concepción Palacio La Línea 34 956 769 950 info@palaciolalinea.com

Las Palmas de Gran Canarias Palacio de Congresos de Canarias 34 928 49 17 70 info@pcongresos-canarias.com

Centro de Convenciones Mapfre Vida 34 91 581 16 27 cc@mapfre.com

Palacio de Congresos de Madrid

34 923 26 51 51 congresos@palaciocongresossalamanca.com

San Sebastián Palacio de Congresos Auditorio Kursaal 34 943 00 30 00 kursaal@kursaal.org

Santa Cruz de Tenerife Centro Internacional de Ferias y Congresos de Tenerife 34 922 22 29 52 iftsa.iftsa@cabtfe.es

Santander

34 91 337 81 00 castellana.palacio@tourspain.es

Palacio de Exposiciones

Málaga

Sevilla

Palacio de Ferias y Congresos de Málaga

Palacio de Exposiciones y Congresos de Sevilla

34 952 04 55 00 pfyc@promalaga.es

34 95 447 87 00 general@fibes.es

Mérida

Sitges

Palacio de Congresos de Mérida

Centro de Congresos Melia Sitges

34 924 007 308 palacios@palaciosdecongresosdeextremad ura.com

34 93 811 08 11 melia.sitges@solmelia.com

Murcia

Tarragona

Auditorio y Centro de Congresos Víctor Villegas

Palacio Ferial y de Congresos de Tarragona

34 968 34 10 60 congresos@ auditoriomurcia.org

34 977 24 55 77 info@palaucongrestgna

Palma de Mallorca

Torremolinos

Congress Palace Palma

Palacio de Congresos y Exposiciones

34 971 73 70 70 info@congress-palace-palma.com

34 942 29 00 40

34 95 237 92 03 direccion@palacio-congresos.com

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Useful guide

Valencia

Bilbao

Salamanca

Ciudad de las Artes y las Ciencias

Hotel Lopez de Haro

Salamanca Forum Resort

34 94 423 55 00 lh@hotellopezharo.com

34 923 33 70 20 convenciones.hoteldb@grupomrs.com

34 96 197 45 00 rree@cac.es

Palacio de Congresos 34 96 317 94 00 palcongres-vlc@palcongres-vlc.com

Centro de Eventos de Feria Valencia 34 902 74 73 32 eventos@feriavalencia.com

Valladolid Centro de Congresos Valladolid 34 983 42 93 00 feriavalladolid@feriavalladolid.com

Burgos Hotel Landa Palace 34 947 25 77 77 landapal@teleline.es

Logroño AC Gran Hotel La Rioja 34 941 27 23 50 aclogroño@ac-hotels.com

Madrid Hotel Hesperia Madrid

Zaragoza Auditorio Palacio de Congresos de Zaragoza 34 976 72 13 00 informacion@auditoriozaragoza.com

HOTELS Barcelona Hotel Arts 34 93 221 10 00 info@harts.es

Hotel Barcelona Hilton 34 93 495 77 77 barcelona@hilton.com

G.H. La Florida 34 93 259 30 00 info@hotellaflorida.com

Hotel Grand Marina 34 93 603 90 00 info@grandmarinahotel.com

Hotel Majestic

34 91 210 88 00 hotel@hesperia-madrid.com

Hotel HUSA Princesa 34 91 542 21 00 husaprincesa@husa.es

Hotel Maria Cristina 34 943 43 76 00 hmc@westin.com

Santander Hotel Real 34 942 27 25 50 realsantander@husa.es

Santiago de Compostela

34 91 567 50 00 melia.castilla@solmelia.es

34 981 55 24 44 pcarmen@achotels.com

Hotel Miguel Angel 34 91 442 00 22 hma@occidental-hoteles.es

Sevilla

Hotel Ritz

Hotel Melia Colon

34 91 701 67 67 comercial@ritz.es

34 95 450 55 99 melia.colon@solmelia.com

Marbella

Toledo

Hotel Don Carlos

Hotel Hilton Buenavista Toledo

34 95 283 11 40 resa@hotel-doncarlos.com

Palma de Mallorca

Hotel Princesa Sofia

34 971 78 71 00 golfhotelsonvida@arabellasheraton.es

34 93 364 40 40 reservas@hrjuancarlos.com

San Sebastián

Hotel AC Palacio del Carmen

Arabella Sheraton Golf Hotel Son Vida

Hotel Rey Juan Carlos I

34 923 28 26 26 angela@hotelalamedapalace.com

Hotel Melia Castilla

34 93 488 17 17 recepcion@hotelmajestic.es 34 93 508 10 00 psofia@expogrupo.com

Hotel Alameda Palace Salamanca

34 925 28 98 20 info.buenavistatoledo@hilton.com

Valencia Hotel Melia Valencia Palace 34 96 337 50 37 melia.valencia.palace@solmelia.es

Zaragoza Hotel Palafox 34 976 23 77 00 hotelpalafox@palafoxhoteles.com

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