MPI
Create the Unexpected with MPI in Barcelona
MPI CORRESPONDENT PAUL COOK LOOKS AHEAD TO EMEC 2026 AND DISCOVERS THE MICE VIRTUES OF THE HOST CITY, THE CATALAN CAPITAL.
M PI ' s signature European
event, EMEC, will be held in Barcelona, the Catalan capital, in a few short weeks, from 21 to 24 February 2026. It’ s not the first time EMEC has been held in Spain; the event was previously hosted by Málaga in 2010, Granada( 2017) and Seville( 2020).
Event professionals will come together to learn, connect, and co-create the future of meetings and events, under this year ' s overarching theme of‘ Create the Unexpected’. The theme is particularly apt given the choice of location and the latest trends in meetings and events.
In addition to recent hotel and venue openings providing additional capacity and variety( Torre Melina Gran Meliá, El Vilar de la Duquessa, Dolce Barcelona Resort by Wyndham, Meliá Lloret de Mar, Zel Costa Brava, Tembo Barcelona, Esperit Roca and Grand Hyatt Barcelona), there’ s always something going on in Catalonia.
Sónia Serracarbassa, director, Catalonia Convention Bureau, tells me:“ A key evolution in Catalonia is the move toward more cross-sector and purpose-driven events. While combining meetings with cultural, gastronomic or outdoor activities has long been part of the experience, efforts to design events that are sustainable, inclusive and socially impactful, help leave a legacy for the local community and territory.” Lori Pugh, vice resident, MPI
Academy, agrees and notes that
Olivia Breene
“ Barcelona is so much more than Gaudí, beaches and tapas. It’ s a living laboratory for sustainability, economic transformation and creative innovation. It’ s also a city deeply connected to the " blue economy " the movement that harnesses the potential of oceans and coastlines responsibly to fuel innovation, tourism and sustainability.
Key to the programme are the learning days, which take attendees outside the conference venue to immerse them in the host region ' s cultural and business environment. I remember very clearly the Turkish coffee-making workshop in Istanbul in 2025. Learning how to make coffee whilst making connections with fellow attendees was very special.
In 2026, the learning experience at EMEC is built around seven educational pillars: Discover, Sustain, Collaborate,
Innovate, Elevate, Engage and Legacy. The program’ s designed to ground the experience in discovery, collaboration, and lasting impact.
Pugh talks of designing EMEC as a space where learning and connection go hand in hand.“ Facilitated networking will be intentionally built into the program, not just as receptions or chance encounters, but as meaningful moments of exchange.“
This resonates with Olivia Breene, who will deliver her session, " Changing the Norm: The Power of a New Perspective in Event Strategy."
She says:“ The key trend for 2026 will likely be the increased emphasis on authenticity in engagements. Don ' t assume; take time to understand, and if it hasn ' t been done before, disrupt the status quo and do it. People yearn for new things, new perspectives, new ways to feel ignited. 2026 is the year to challenge the norm and take a new perspective on event strategy. Embrace a 360 approach across event, marketing and experience to build moments that matter and connect.”
There is genuine enthusiasm across the industry for increased authenticity, collaborative innovation, and imaginative engagement. With so many creatives together in such a truly inspiring location, EMEC 2026 is set to be the event that will indeed‘ Create the Unexpected’.
Registration for EMEC 2026 is open now. n
20 / CONFERENCE & MEETINGS WORLD / ISSUE 140