Crafting Conference Legacies: How Purpose Drives Long-Term Value for Associations

Barcelona has redefined what it means to host an international congress by launching the Barcelona Convention Bureau Legacy Program—a city-wide strategy to embed lasting societal value into events, beyond the usual economic and logistical benefits.

Barcelona has redefined what it means to host an international congress by launching the Barcelona Convention Bureau Legacy Program—a city-wide strategy to embed lasting societal value into events, beyond the usual economic and logistical benefits.

This initiative isn’t just procedural—it’s transformational. Recognizing its leadership in hospitality, culture, and innovation, Barcelona created a dedicated Legacy Team to partner with associations, local institutions, and civil society in designing legacy projects that align with the city’s health, science, and development priorities.

A prime example is the ESGE Days 2025, organized by the European Society of Gastrointestinal Endoscopy. In collaboration with the Spanish Association Against Cancer (AECC), the congress launched a community-impact campaign to promote colorectal cancer screening in under-served neighborhoods—connecting science, healthcare, and public engagement in a meaningful way.

Actions included public information booths at local markets, youth outreach programs in schools led by ESGE’s Young Endoscopists Team, and partnerships with a homeless center to address screening access for marginalized populations.

Barcelona equips association partners with a Legacy Handbook and guides them through the entire process—from design to implementation to measurable impact evaluation. Projects begin at least a year in advance and are assessed post-event, ensuring visibility and sustainable community integration.

For associations, the Barcelona model offers a blueprint: transform congresses into legacy platforms by embedding purpose, partnering locally, and designing for real-world impact—not just conference outcomes. Associations gain elevated value, stronger stakeholder alignment, and deeper social relevance by following Barcelona’s lead.