SONIA SERRACARBASSA
Project: BE Future
Category: Trailblazer Award

Sònia Serracarbassa is the Director of the Catalunya Convention Bureau, which she created 15 years ago and continues to lead its strategy, driving innovation, competitiveness, and sustainability across the territory.

With over 20 years of experience in the sector, Sònia specialises in marketing, strategy, product development, and recently to European projects BEFuture.

She plays an active role in the international MICE ecosystem through her participation in global associations such as ICCA, PCMA, and CityDNA, and as a member of the European Strategic Alliance of National Convention Bureaux. 

Among her recent achievements, Sònia ideated and leads BEFuture, the first EU-funded, cross-border, cross-sectoral MICE project, supporting 80 innovative European initiatives shaping the future of professional events with greater sustainability, digitalisation, and impact.

Her leadership has been recognised globally with the JMIC Profile + Power Award 2024, honouring her contribution to advancing the international MICE sector. She also shares her expertise through teaching at universities such as IQS and UAB.