Through the Chinese travel agency CYTS MICE, Michelin China chose the Catalonian company Ultramar to organize an incentive trip for over 500 of the company's executives, which took place in Barcelona from 5-11 March.
Two years ago, Ultramar Event Management created a work team specializing in Far Eastern markets with the aim of attracting business tourists to Catalonia.
“So as to grow in this market it was essential to create teams specializing in China, who since then have been able to establish an excellent working relationship with the prestigious Chinese agency CYTS MICE, our partner in this project and one of the chief players in the Chinese MICE industry,” explains Delfi Torns, director of Ultramar Event Management.
Despite the global economic crisis, which has plunged the traditional feeder markets (Europe and USA) into a deep recession, Ultramar Event Management is well placed in Asian markets, which although more complex, have enormous potential and are in constant growth. Along these lines, both Catalonia and Barcelona are exceedingly sought-after destinations in these markets.
During the six-day trip, Ultramar organized all types of activities – from tours of the Barcelona’s most emblematic attractions (Sagrada Familia, Park Güell, Pueblo Español, Paseo de Gracia) to day-trips to Sitges, Bodegas Torres, and Andorra – for the executives of Michelin China, who stayed at the Hilton Diagonal Hotel. Finally, they went to see the football match between Barcelona and Athletic de Bilbao, which took place last weekend at Camp Nou.
Negotiations surrounding the organization of the trip were stiff: after seven months of talks, including two trips to China, the company confirmed the trip only seven weeks before it was scheduled to take place.
