“Are we all set? Will it be ready by Monday morning?” joked John Hoffman, CEO of GSMA, during the presentation of Barcelona’s new Digital Talent Hub. The remark encapsulates the scale of an operation that has been months in the making, and despite its complexity, always seems to come together at the last minute. The Mobile World Congress (MWC) is more than just an event; since establishing itself in the Catalan capital in 2006, it has become one of the world’s major technology showcases and a key structural component of the city’s economic calendar.
As organizers finalize preparations, Barcelona is gearing up to welcome an expected 110,000+ attendees from 205 countries, including around 20,000 senior executives and nearly 2,900 exhibitors, such as Adobe, Google, Huawei, and Meta, from March 2 to March 5. The event will fully occupy the 240,000 square meter Fira de Barcelona Gran Via venue, with additional activity at the Talent Arena in Fira Montjuïc, focused on boosting digital talent. The influx of attendees and exhibitors underscores the MWC’s continued importance as a global hub for the mobile technology industry.
Under the theme The IQ Era, with artificial intelligence as a central focus, the congress promises to set the pulse of the technology sector for years to come. But beyond the numbers, what’s really happening at the technology showcase? What new developments are anticipated, and what impact will the event have on Barcelona, beyond projecting it as a global technology epicenter?
The IQ Era: Artificial Intelligence Takes Center Stage
The Mobile World Congress functions primarily as a thermometer for the global technology sector, reflecting both the trends that will shape the future and the inventions that could revolutionize our lives in the coming years. While its name still evokes mobile technology, the event has evolved to encompass a wide variety of sectors. It’s a major showcase where brands can present their latest innovations and capture public attention, but it’s also a catalyst for meetings, alliances, and business opportunities, making each stand a strategic connection point within the international technology landscape.
This year’s event solidifies artificial intelligence as a central theme, following several editions where it has been a key focus. It’s not just about cloud applications or virtual assistants; AI is now integrated into devices, infrastructure, industrial systems, and even outer space—a transformative revolution impacting all aspects of daily life, from how we work and communicate to how we interact.
In the mobile device space, several exhibitors will present so-called IA Phones, capable of performing advanced actions such as automatically summarizing meetings, acting as simultaneous translators in both in-person and video calls, or generating increasingly realistic images and videos from text. But AI isn’t limited to handheld devices; from massive data analysis to integrated assistants in small devices, artificial intelligence will permeate all areas of the congress.
Samsung will unveil its new Galaxy S26 line, deepening the integration of artificial intelligence into the device—from the camera to performance management—and Nothing will present its latest model, a brand known for its minimalist and almost transparent design. In mobile technology, while 5G continues to dominate the conversation, the focus is already shifting towards 6G: ultra-prompt networks that open the door to even more advanced applications and solutions.
Beyond mobile devices, robotics in all its forms will continue to attract visitors and generate social media buzz. From humanoid robots and animal-like prototypes to automated solutions for industry, healthcare, and logistics, the show will feature a wide range of robotic innovations.
Chinese brand HONOR, owned by Huawei, is preparing to unveil one of the event’s biggest surprises with its Robot Phone—featuring a robotic camera that can be detached to function as a tripod, baby monitor, or home assistant—and will even go a step further by presenting its first humanoid robot.
Meta will host its first immersive Meta Lab, allowing attendees to test virtual reality devices and AI-powered solutions. The event will also extend beyond the Fira de Barcelona grounds to the Circuit de Barcelona-Catalunya, with demonstrations of autonomous and connected vehicles, remote-controlled cars using 5G technology, and other innovations.
Global Exhibitors and High-Level Conferences
The MWC will bring together nearly 2,900 exhibitors, including technology and telecommunications giants such as Huawei (with 10,000 square meters of exhibition space), Ericsson, Samsung, Google, Microsoft, Amazon Web Services, and Xiaomi. Notably absent, as in previous years, will be Apple, which continues to host its own events and announcements outside of major international trade shows.
The event will also feature over 100 pavilions dedicated to countries, regions, and specific technologies. New spaces will be dedicated to delegations from Africa, China, Palestine, and Seoul. Despite earlier boycott announcements, the Israeli business ecosystem—with nearly 30 companies—will maintain its presence at the event under the umbrella of the Israel Export Institute.
More than 1,700 speakers will participate in over 24 stages, including Gwynne Shotwell of SpaceX, Johanna Faries of Blizzard Entertainment, Tom Hale of OURA, and British astronaut Tim Peake. These speakers will lead strategic conversations and keynotes.
Catalan Footprint: Technology with Local Flavor
Beyond the global giants, the MWC maintains a strong Catalan presence. The Catalonia pavilion will gather 44 companies and technology centers from the digital ecosystem supported by the Generalitat, participating to showcase solutions, close international agreements, and strengthen their external projection. Entities such as Barcelona Activa, Tech Barcelona, and ACCIÓ, along with universities and research centers like the Barcelona Supercomputing Center (BSC), the UPC, and Eurecat—presenting a robotic system that learns new tasks by observing humans—will demonstrate the region’s innovative strength.
Mobile World Capital Barcelona (MWCapital) plays a strategic role, acting as a bridge between the city and the congress and using the MWC to showcase Barcelona’s innovation. This year, the MWCapital stand will focus “on the 20 years of the Mobile in the city and how technology has evolved rapidly during this time thanks to the impetus of the congress,” explains Jordi Arrufí, head of the Digital Talent area at MWCapital.
MWCapital is showcasing tangible demonstrations of disruptive projects led in Catalonia, from sensor technology applied to precision agriculture to the latest innovations in health and biotechnology, and automated industrial processes. These demonstrations will offer hands-on experiences for attendees.
The 4YFN (Four Years From Now)—considered the “little brother” of the Mobile World Congress—provides a platform for startups and entrepreneurs to connect with investors and key industry players. In its twelfth edition, the event will host over 1,000 startups from 45 international ecosystems and is expected to attract 20,000 attendees and over 1,000 investors. The Generalitat will support the participation of 62 Catalan startups, while ACCIÓ will accompany 36 with high-impact visual demonstrations.
Talent Arena: Closing the Talent Circle
If the MWC is the global showcase and 4YFN the space for startups, Talent Arena aims to complete the ecosystem by putting people—the developers of the technology—at the center. Organized by Mobile World Capital Barcelona and GSMA, the event will hold its second edition in Montjuïc, building on the success of the first, which attracted over 20,000 attendees.
Arrufí summarizes the event’s purpose: “Barcelona and Catalonia are talent hubs; it seemed logical to have a large platform to connect this talent directly with companies.” With nearly 129,000 digital professionals in the region, there was a need for an event focused on digital talent, and MWCapital wanted to “close the Mobile circle: because behind the great innovations and technology companies are developers.”
This year, Talent Arena is launching the Zona XPRO, targeting more experienced professionals. “We have two clear audiences,” Arrufí explains. “On one hand, emerging talent looking for inspiration, first opportunities, and introductory training. On the other, more senior talent looking for specialization and to accept the next step in their knowledge.” The new area will feature over 70 specialized conferences and 15 workshops and hackathons.
The event, which will include over 200 sessions, will also feature networking spaces, mentoring, and skills development. Speakers will include DJ and producer Steve Aoki and the inventor of the World Wide Web, Tim Berners-Lee.
Barcelona Prepares for the Influx
With everything in place, Barcelona is already feeling the effects of the congress. Hotels and tourist apartments in the city are nearing full occupancy this weekend leading up to the event, coinciding with the Goya Awards ceremony. According to eBooking.com, 93% of hotel rooms in Barcelona and 97% in L’Hospitalet de Llobregat were already booked a month ago. The average price per night is around €590 in Barcelona and €690 in L’Hospitalet, reflecting the strong demand generated by the event.
Hotels aren’t the only businesses preparing for the influx; restaurants, museums, and other cultural institutions are also gearing up. Given the professional profile of visitors—with access to the Mobile World Congress starting at €989 and reaching up to €5,499—and the thousands of business meetings taking place, many restaurants are designing exclusive menus for the occasion, such as Gloria Osteria, Molino de Pez, and establishments within the Familia Nuria group.
