In collaboration with:
Welcome speech by Ramon Arteman, member of the Board of Directors of the Catalan Audiovsiual Cluster, and Mar Alarcón, vice president of Foment del Treball.
OPENING KEYNOTE:
SCREEN TOURISM, CINEMATIC DESTINATIONS
Audiovisual content has become a strategic tool for communicating and positioning tourist destinations in a global, digital and highly competitive environment. Films and series generate audiovisual narratives through thousands of images capable of shaping collective imaginaries, evoking emotions and influencing the perception of territories, transforming real locations into desirable destinations.
We will explore how so-called screen tourism has become one of the most dynamic forms of tourism over the past decade. This growing relevance places fiction at the heart of destination marketing, making it a key element in creating and managing a competitive and distinctive tourism offering.
A talk by Eugeni Osácar, Associate Professor at CETT Barcelona School of Tourism, Hospitality and Gastronomy.
ROUND TABLE
In an increasingly competitive and digital environment, communication has become a key element in the positioning of brands and tourist destinations. Emerging trends in the sector focus on authentic experiences, hyper-personalisation, emotional content and branded content strategies capable of creating emotions, imaginaries and connections with different traveller profiles. At the same time, concepts such as regenerative tourism and wellness tourism are beginning to play a leading role.
A conversation with Anna Viladot, Communications Director at Vueling;
Salva Marsal, Head of External Communications at PortAventura World;
Sònia Serracarbassa, Director of the Catalunya Convention Bureau (Catalan Tourism Agency);
and Martín Sarrate, CEO of Juliatours.
Moderated by Maria Almenar, Journalist and communications professional specialising in culture and lifestyle.
MODERATED BY:
OPENING KEYNOTE WITH:
Maria Almenar
Journalist and communications professional specialising in culture and lifestyle
She combines a career in the media industry with brand strategy. She currently collaborates with TV3, Yo Dona and Diari Ara.
Founder of Maria Almenar Studio, she conceptualises and designs communication experiences, talks and thematic events for brands, organisations and institutions. Companies and institutions such as Mango, FC Barcelona and the Costa Brava Girona and Pyrenees Tourism Board have trusted her services, which combine a journalistic perspective with outreach and communication strategy. She also lectures on the Master’s Degree in Fashion Communication at Blanquerna.
Eugeni Osácar
Associate Professor at CETT Barcelona School of Tourism, Hospitality and Gastronomy
He holds a PhD in Social Sciences and Heritage Education from the University of Barcelona. He is the Academic Director of the CETT–UB Chair in Tourism, Hospitality and Gastronomy, the first chair of its kind in Barcelona, also supported by Barcelona City Council. As a lecturer and researcher, his work focuses on tourism marketing and cultural tourism, with a particular emphasis on the intersection between audiovisual content and tourism.
ROUND TABLE WITH:
Anna Viladot
Communications Director at Vueling
She joined Vueling in 2022 as Communications Director, leading the airline’s communications strategy across all its markets. With nearly twenty years of experience in the communications field, she has been part of the communications teams at Almirall and Novartis, in addition to her extensive background in communications agencies. She holds a Master’s degree in Media Management from Bournemouth University (UK), a degree in Audiovisual Communication, and has also completed studies in Business Administration and Management.
Vueling, part of the IAG Group, is one of Europe’s leading airlines and a key player in Spain’s connectivity network. It is the leading airline at its main hub, Josep Tarradellas Barcelona–El Prat Airport, in domestic connections across Spain, and at other strategic airports such as Bilbao. It also leads connectivity between mainland Spain and the Balearic and Canary Islands. Internationally, the airline continues to strengthen its presence at bases such as Paris-Orly Airport. Vueling operates a network of around 250 annual routes connecting 30 countries. In 2025, it operated more than 227,000 flights and carried around 40 million passengers. With more than 5,000 employees, Vueling is the only European airline to have been recognised as a Top Employer for three consecutive years.
Salva Marsal
Head of External Communications at PortAventura World
He has been Head of External Communications at PortAventura World since September 2023. He brings nearly 15 years of professional experience in the communications field, developed across media outlets, agencies and companies, which has given him a cross-disciplinary and strategic perspective on the sector.
Throughout his career, he has worked at organisations such as RTVE, COM Radio, Caja Capital Riesgo and Freshly Cosmetics, gaining experience in corporate communications, media relations, and brand and reputation management. He holds a degree in Journalism, a Master’s degree in Corporate Communication from Ramon Llull University, and a postgraduate qualification in Executive Development for the theme park and hotel operations sector from Rovira i Virgili University.
PortAventura World Parks & Resort is one of Europe’s largest family leisure and holiday destinations. Throughout its 30-year history, it has welcomed more than 100 million visitors. Ideally located near Barcelona, the resort includes five themed 4-star hotels and one 5-star hotel (PortAventura Hotels), as well as four off-site hotels (Ponient Hotels), offering more than 3,300 rooms, and a convention centre (PortAventura Convention Centre) with capacity for up to 6,000 people. PortAventura World also features a theme park, Europe’s only Ferrari Land park, and one of Europe’s leading water parks with world-class attractions. In November 2022, the resort was certified as a B Corp company, recognising its commitment to sustainability, social responsibility and good governance.
Sònia Serracarbassa
Director of the Catalunya Convention Bureau
She has more than 25 years of experience in the tourism and professional events sector, across both the public and private spheres. She has led projects in marketing, strategy, innovation and consulting (Deloitte), and previously served as Managing Director of Turisme Juvenil de Catalunya. She currently lectures at universities and actively participates in international MICE associations such as SANCB, ICCA, PCMA and CityDNA. Holding master’s degrees from Bournemouth University, the University of Savoy, UPF, ESADE and IESE, she also leads the European project BEFuture and was awarded the JMIC Profile + Power Award 2024.
The Catalunya Convention Bureau (CCB) is a programme of the Catalan Tourism Agency committed to supporting, advising and providing useful tools to professionals involved in meetings, congresses, conventions and incentive travel tourism. Through collaboration between public administrations and the business sector, the programme offers congress and event organisers a wide range of information and resources. This initiative aims to strengthen Catalonia’s position as a leading MICE destination, making it easier for professionals in the sector to choose the region for their events.
Martín Sarrate Laplana
CEO of Juliatours and President of the B Travel Tourism Fair at Fira de Barcelona
He is one of the leading professionals in the Spanish tourism sector, with more than forty years of experience in tourism management, promotion and innovation. He currently serves as President of B-Travel and ACAVe, where he promotes initiatives focused on competitiveness, sustainability and sector transformation. Throughout his career, he has held several senior management positions in tourism companies and has been actively involved in institutional representation bodies. His professional trajectory has been recognised with the Tourism Merit Medal awarded by the Government of Catalonia and his inclusion in the ranking of the 150 most influential tourism professionals in Spain.
Julià Group aims to always provide the best option across each of its business areas. Tourism, tourist buses and trains, and passenger transport are the group’s three business divisions, operating both nationally and internationally. It offers a competitive range of services for both daily commuting and leisure travel, as well as for holidays.
MODERATED BY:
Maria Almenar
Journalist and communications professional specialising in culture and lifestyle
She combines a career in the media industry with brand strategy. She currently collaborates with TV3, Yo Dona and Diari Ara.
Founder of Maria Almenar Studio, she conceptualises and designs communication experiences, talks and thematic events for brands, organisations and institutions. Companies and institutions such as Mango, FC Barcelona and the Costa Brava Girona and Pyrenees Tourism Board have trusted her services, which combine a journalistic perspective with outreach and communication strategy. She also lectures on the Master’s Degree in Fashion Communication at Blanquerna.
OPENING KEYNOTE WITH:
Eugeni Osácar
Associate Professor at CETT Barcelona School of Tourism, Hospitality and Gastronomy
He holds a PhD in Social Sciences and Heritage Education from the University of Barcelona. He is the Academic Director of the CETT–UB Chair in Tourism, Hospitality and Gastronomy, the first chair of its kind in Barcelona, also supported by Barcelona City Council. As a lecturer and researcher, his work focuses on tourism marketing and cultural tourism, with a particular emphasis on the intersection between audiovisual content and tourism.
ROUND TABLE WITH:
Anna Viladot
Communications Director at Vueling
She joined Vueling in 2022 as Communications Director, leading the airline’s communications strategy across all its markets. With nearly twenty years of experience in the communications field, she has been part of the communications teams at Almirall and Novartis, in addition to her extensive background in communications agencies. She holds a Master’s degree in Media Management from Bournemouth University (UK), a degree in Audiovisual Communication, and has also completed studies in Business Administration and Management.
Vueling, part of the IAG Group, is one of Europe’s leading airlines and a key player in Spain’s connectivity network. It is the leading airline at its main hub, Josep Tarradellas Barcelona–El Prat Airport, in domestic connections across Spain, and at other strategic airports such as Bilbao. It also leads connectivity between mainland Spain and the Balearic and Canary Islands. Internationally, the airline continues to strengthen its presence at bases such as Paris-Orly Airport. Vueling operates a network of around 250 annual routes connecting 30 countries. In 2025, it operated more than 227,000 flights and carried around 40 million passengers. With more than 5,000 employees, Vueling is the only European airline to have been recognised as a Top Employer for three consecutive years.
Salva Marsal
Head of External Communications at PortAventura World
He has been Head of External Communications at PortAventura World since September 2023. He brings nearly 15 years of professional experience in the communications field, developed across media outlets, agencies and companies, which has given him a cross-disciplinary and strategic perspective on the sector.
Throughout his career, he has worked at organisations such as RTVE, COM Radio, Caja Capital Riesgo and Freshly Cosmetics, gaining experience in corporate communications, media relations, and brand and reputation management. He holds a degree in Journalism, a Master’s degree in Corporate Communication from Ramon Llull University, and a postgraduate qualification in Executive Development for the theme park and hotel operations sector from Rovira i Virgili University.
PortAventura World Parks & Resort is one of Europe’s largest family leisure and holiday destinations. Throughout its 30-year history, it has welcomed more than 100 million visitors. Ideally located near Barcelona, the resort includes five themed 4-star hotels and one 5-star hotel (PortAventura Hotels), as well as four off-site hotels (Ponient Hotels), offering more than 3,300 rooms, and a convention centre (PortAventura Convention Centre) with capacity for up to 6,000 people. PortAventura World also features a theme park, Europe’s only Ferrari Land park, and one of Europe’s leading water parks with world-class attractions. In November 2022, the resort was certified as a B Corp company, recognising its commitment to sustainability, social responsibility and good governance.
Sònia Serracarbassa
Director of the Catalunya Convention Bureau
She has more than 25 years of experience in the tourism and professional events sector, across both the public and private spheres. She has led projects in marketing, strategy, innovation and consulting (Deloitte), and previously served as Managing Director of Turisme Juvenil de Catalunya. She currently lectures at universities and actively participates in international MICE associations such as SANCB, ICCA, PCMA and CityDNA. Holding master’s degrees from Bournemouth University, the University of Savoy, UPF, ESADE and IESE, she also leads the European project BEFuture and was awarded the JMIC Profile + Power Award 2024.
The Catalunya Convention Bureau (CCB) is a programme of the Catalan Tourism Agency committed to supporting, advising and providing useful tools to professionals involved in meetings, congresses, conventions and incentive travel tourism. Through collaboration between public administrations and the business sector, the programme offers congress and event organisers a wide range of information and resources. This initiative aims to strengthen Catalonia’s position as a leading MICE destination, making it easier for professionals in the sector to choose the region for their events.
Martín Sarrate Laplana
CEO of Juliatours and President of the B Travel Tourism Fair at Fira de Barcelona
He is one of the leading professionals in the Spanish tourism sector, with more than forty years of experience in tourism management, promotion and innovation. He currently serves as President of B-Travel and ACAVe, where he promotes initiatives focused on competitiveness, sustainability and sector transformation. Throughout his career, he has held several senior management positions in tourism companies and has been actively involved in institutional representation bodies. His professional trajectory has been recognised with the Tourism Merit Medal awarded by the Government of Catalonia and his inclusion in the ranking of the 150 most influential tourism professionals in Spain.
Julià Group aims to always provide the best option across each of its business areas. Tourism, tourist buses and trains, and passenger transport are the group’s three business divisions, operating both nationally and internationally. It offers a competitive range of services for both daily commuting and leisure travel, as well as for holidays.