According to UASNews, McDonald's has selected Barcelona as the location for its 2024 annual meeting, marking the first time in the 83-year history of the company that the fast-food giant will hold its gathering outside the United States.
Anticipating an attendance of around 14,000 delegates including franchisees, suppliers, and company staff, this decision has been met with enthusiasm. Luis Quintiliano, McDonald's Spain President, expressed his pride in hosting this significant event in Barcelona, describing it as a point of pride for the entire McDonald's global network. Jill McDonald, Executive Vice President and President of International Operating Markets, highlighted the move to bring the global convention to Europe as a testament to the substantial impact of the company's international operations.
According to César González, President of Associated Spanish Event Agencies (Aevea), the choice of Barcelona as the convention location stems from a combination of factors like connectivity, the Mediterranean lifestyle, accommodation, diverse leisure offerings, and unique venues. González also emphasized Barcelona's commitment to sustainability, which has positioned it as a front-runner in organizing major events. The city's ability to create new and exciting events makes it a good choice for such a big event.
González further notes that McDonald's recognizes Barcelona as the optimal strategic hub for connecting its 14,000-plus attendees from across the globe. This choice reinforces the city's image and bolsters the experiential marketing sector.
He suggests that the influence of renowned conferences like the Mobile World Congress (MWC), Ibtm World, Integrated Systems Europe (ISE), and Seafood Expo Global in Barcelona played a significant role in McDonald's decision. In the food industry, Barcelona's hosting of Alimentaria—an internationally significant event organized by Fira de Barcelona—also weighed in its favor.
Barcelona is standing as the world's top destination for the number of delegates in international congresses, according to the ICCA ranking, and its consistent presence in the top five for over two decades, adds to its allure.
Anticipating an attendance of around 14,000 delegates including franchisees, suppliers, and company staff, this decision has been met with enthusiasm. Luis Quintiliano, McDonald's Spain President, expressed his pride in hosting this significant event in Barcelona, describing it as a point of pride for the entire McDonald's global network. Jill McDonald, Executive Vice President and President of International Operating Markets, highlighted the move to bring the global convention to Europe as a testament to the substantial impact of the company's international operations.
According to César González, President of Associated Spanish Event Agencies (Aevea), the choice of Barcelona as the convention location stems from a combination of factors like connectivity, the Mediterranean lifestyle, accommodation, diverse leisure offerings, and unique venues. González also emphasized Barcelona's commitment to sustainability, which has positioned it as a front-runner in organizing major events. The city's ability to create new and exciting events makes it a good choice for such a big event.
González further notes that McDonald's recognizes Barcelona as the optimal strategic hub for connecting its 14,000-plus attendees from across the globe. This choice reinforces the city's image and bolsters the experiential marketing sector.
He suggests that the influence of renowned conferences like the Mobile World Congress (MWC), Ibtm World, Integrated Systems Europe (ISE), and Seafood Expo Global in Barcelona played a significant role in McDonald's decision. In the food industry, Barcelona's hosting of Alimentaria—an internationally significant event organized by Fira de Barcelona—also weighed in its favor.
Barcelona is standing as the world's top destination for the number of delegates in international congresses, according to the ICCA ranking, and its consistent presence in the top five for over two decades, adds to its allure.