The 37th annual Meeting Professionals International European Meetings & Events Conference (MPI EMEC) in Barcelona, Spain, featured main stage presentations that included Xander Kranenburg, co-founder of Narrative, who shared tips for using curiosity to leverage AI tools; Bogdan Manta, an organizational neuroscientist and founder of The Brain Academy; and Bárbara Agudo Friedmann, co-founder of Inusual Group, who encouraged attendees to lead with heart and emotional intelligence to build energy and leave a legacy. Thirty-four participants, including seven students, joined 250 senior-level industry leaders from across Europe and international markets to experience the energy and networking at the annual gathering.
It was fitting that the 37th annual Meeting Professionals International European Meetings & Events Conference (MPI EMEC) gathered in Barcelona, Spain, a city that embraces its strategic role in 2,000 years of Mediterranean history, starting out as a Roman walled city, ushering in the Industrial Revolution and the Modernisme Movement led by its most famous resident Antoni Gaudí.
Today, the capital of Catalonia is an innovation hub, blending striking historic architecture and a thriving energy, design and technology hub alongside a vibrant sports culture in the living monuments where the 1992 Olympics burst onto the international travel stage.
Learning Moments
Main stage presentations included Xander Kranenburg, co-founder of Narrative, who shared tips for using curiosity to leverage AI tools. Think about this: It takes roughly 10,000 decisions to turn a blank piece of paper into a live event. If AI can do more of the work, meeting planners can focus on what people will remember and talk about. Often that means challenging audiences. “Sometimes we need to struggle to learn,” he said.
Bogdan Manta, an organizational neuroscientist and founder of The Brain Academy, followed the next day with a presentation on how to help participants remember more of what is presented. On average, people remember less than 10% of the content a month later. Optimize that by playing to the brain’s strengths, including bodily limitations. After half an hour, blood goes to extremities and less oxygen is available for the brain. Standing up and moving helps the brain focus. “Give people the choice to take breaks,” he said.
Bárbara Agudo Friedmann, co-founder of Inusual Group, encouraged attendees to lead with heart and emotional intelligence to build energy and leave a legacy.
A total of 18 sessions focused on practical and strategic tools to plan even more effective gatherings anywhere in the world by embracing humanity, neuroscience and AI to design memorable experiences from start to finish.
Since attendees joined from all over the world, Wordly was on hand for real-time translation to ensure everyone had the option to listen in their preferred language.
Welcoming the Next Generation
Thanks to the work of MPI Foundation, 34 participants, including seven students, joined 250 senior-level industry leaders from across Europe and international markets to experience the energy and networking at the annual gathering. At a time when the talent pipeline is in need of nurturing, this is vital.
One of the students, Amanda Mattei, from BeAcademy in Italy, sees herself as a natural meeting planner because she is already constantly observing and thinking about how things could be done differently. “I am very critical,” she said. Being able to attend EMEC was a chance to put those skills to work.
Gorniak, another scholarship recipient, has known since high school that she wanted to organize one of the biggest horse jumping competitions in the world at some point. She’s keeping that promise to herself with her job in Poland. “I love that people and groups can inspire and motivate each other,” she said. For Gorniak, the conference is both a professional and personal win. She sees attending as a mental health solution and a way to find friends with the same interests. “I arrived here feeling a little bit lonely but I’m not alone anymore. We have incredible students all around the world and everyone has been so respectful.”
She continued, “I think it wouldn’t be the same without MPI. I don’t know what I would do without this type of networking and contacts.”
Mattei agreed. “There is a sense of a big community where there are no different levels.”
Their fellow student, Jessica Kunowska, also had an idea from an early age that she wanted to be in the events business by following in her mother’s footsteps. She is studying tourism and hospitality at Gdansk University of Physical Education and Sport in Poland and plans children’s events. “This is the best place for knowledge,” she said.
IMEX Group Head of Sales for North America and MPI Foundation Board Chair Richard Allchild, said, “We want to ensure no event professional is left behind due to lack of resources.” MPI Foundation is literally investing in the future of the events business.
A Warm Destination
Barcelona Convention Bureau Business Events Manager Noemí Rosell explained that despite rumblings that the destination is too popular, business groups are welcomed with open arms. She suggested exploring all the region has to offer beyond Basilica de la Sagrada Familia, although that is spectacular, especially now that the crowning cross is in place.
Optional learning journeys did just that. Tours included art, history and creativity at Antoni Gaudí’s Casa Bellesguard; Barcelona Marina, exploring innovation, the blue economy and waterfront regeneration; and an Innovation District architecture tour learning how urban design, public space and buildings influence creativity, collaboration and attendee experience. Finally, a group explored Alta Alella Winery, a Mediterranean vineyard operation that connects leadership, sustainability and sense of place.
Sustainability was an intentional focus overall. Artsy, edgy SLS Barcelona opened in 2024 with 470 guest rooms with private terraces looking over Marina Port Forum Harbour. It is LEED Gold and energized with solar power, waste reduction and recycling programs. In fact, sustainability was one of the tracks offered at the conference. The city is a global leader in sustainable urban tourism and alternative energy development.
A CSR activation collected sweaters to support Fundacio Roure, a local nonprofit serving women in need across Barcelona.
