MWC Remains in Barcelona, For Now

John Hoffman, CEO of GSMA Ltd, reaffirmed on Friday 6th November 2026 that the Mobile World Congress (MWC) will continue to be held in Barcelona, citing the city’s unique global appeal. In interviews with Catalan media including El Periódico de Catalunya, La Vanguardia, and Ara, Hoffman stated that Barcelona remains the 'flagship event' for the telecoms industry because 'everyone comes', a rare draw in an era of geopolitical divides. Hoffman noted that if the event were held in the US, Chinese firms would not attend, and vice versa. The neutrality of Barcelona, he argued, makes MWC irreplaceable.

We have been very tight on space, and Hall Zero allows us to breathe and continue growing.

Costs and Logistics Under Scrutiny

Despite his confidence, Hoffman warned that Barcelona must remain competitive. Company attendance hinges on return on investment, and high costs, especially for hotels, travel, and event space, are a growing concern. The GSMA has had to build double-storey structures at Fira Gran Via due to space constraints, a solution that adds expense. Hall Zero, a new pavilion set to open in 2028, will help ease congestion. Until then, MWC 2027, scheduled from 1st to 4th March 2027, will debut new zones for health, automotive, and aviation technologies and expects around 100,000 attendees.

Housing and Tourist Tax Policies

Regarding Barcelona City Council’s plan to phase out all tourist apartment licences by November 2028 under Decree-law 3/2023, Hoffman said GSMA is not concerned. He believes the city still has sufficient accommodation capacity for MWC visitors. The council’s decision not to renew any tourist licences means the current stock of 10,101 apartments will return to residential use. The move is part of broader efforts to tackle the housing crisis and increase affordable housing supply across the city. On the tourist tax doubling from 2029, Hoffman acknowledged it contributes to the overall cost of attendance but stressed it is one component among many. The GSMA must ensure the total cost remains justified by the business value gained.

What we have to ensure is that this total cost does not exceed the return on investment for those who come.

Sources: en.androidsis.com, La Vanguardia, bizflats.com, Ajuntament de Barcelona.