Sònia Serracarbassa

Sònia Serracarbassa is Director of the Catalunya Convention Bureau, part of the Catalan Tourism Agency, and a recognized leader in innovation and transformation within the Business Events industry. With more than 25 years of experience across the public and private tourism sectors, she has led strategic initiatives in destination marketing, innovation, international development, and business transformation. She currently leads BEFuture, the first EU-funded cross-border and cross-sector Open Innovation Ecosystem and Acceleration Programme dedicated to shaping the future of Business Events. Through this pioneering initiative, she has helped foster innovation, sustainability, and collaboration across the European events ecosystem. Sònia is co-author of the BEFuture White Paper: Shaping the Future of Business Events (2024) and has contributed to advancing new approaches to competitiveness, innovation, and sustainability in the sector. Her work has received international recognition, includ