More than 50 sessions will showcase tools and techniques to boost sales and tackle business succession, among other key challenges
Saló del Comerç Debut Aims to Strengthen Local and Neighbourhood Commerce
The first Saló del Comerç will take place on 21 and 22 October at Hall 8 of Fira de Barcelona’s Montjuïc venue, with the aim of strengthening local commerce as a key driver of economic activity in both the city and the country, while also highlighting its role as a source of professional opportunities. Held as part of Barcelona’s European Capital of Local Commerce 2026 programme, the event will provide businesses with the tools, knowledge and guidance needed to address technological transformation, business succession and changing consumer habits, while enhancing their competitiveness.
Organised by Fira de Barcelona, the Saló del Comerç is an initiative promoted by Barcelona City Council through Barcelona Activa. Under the slogan “Local Commerce from the Inside”, its inaugural edition aims to become the leading meeting point for retailers, trade associations, public institutions, entrepreneurs and professionals linked to this economic sector.
The event comes at a time when Barcelona holds the title of European Capital of Local Commerce, a distinction that highlights the strategic role of neighbourhood shops in driving economic activity, strengthening social cohesion and bringing vitality to local communities. Commerce accounts for 13.2% of the city’s GDP, encompasses more than 60,000 establishments and provides employment to over 152,000 people.
Tools, Techniques and Practical Case Studies
The event programme will feature conferences, panel discussions, interactive activities and networking opportunities. Altogether, the agenda will comprise more than 50 sessions involving around 80 speakers, including Juanita Acevedo, an expert in brand positioning, communications and artificial intelligence; Jordi Reche, a consultant specialising in non-verbal communication; Albert Cervelló, a specialist in productivity and AI applications; and Marc Masmitjà, economist and tax adviser.
The fair will also place particular emphasis on first-hand accounts from retailers and entrepreneurs, who will share experiences, real-life examples and lessons learned from the day-to-day running of their businesses. In addition, public bodies, business associations and sector organisations will provide specialist advice on digitalisation, financing, business transfers, marketing, administrative management and the development of new commercial projects.
The approximately 1,500 square metres occupied by the fair will be divided into four main areas. The Square will host short sessions, real-world case studies and content focused on sales, digitalisation and consumer trends. The Advisory and Sector Organisations Area will offer personalised guidance on marketing, financing, recruitment and digital tools. The Business Succession Area will focus on business transfers, while The Workshop will deliver intensive training sessions in small groups.
Business Succession, Sales and Technology
The fair’s programme will combine a strategic perspective on the future of the sector with a strongly practical approach based on tools and techniques that can be applied to the day-to-day management of retail businesses. Activities will revolve around four main themes: business consolidation and competitiveness; business succession and continuity; entrepreneurship and talent; and the role of commerce in city-building and social cohesion.
More specifically, sessions devoted to business succession will examine business transfers and acquisitions, the continuity of municipal markets and the opportunities arising from the retirement of a significant proportion of current business owners. Meetings between retailers and entrepreneurs will also be encouraged in order to facilitate business handovers and ensure the continuity of operating establishments.
The fair will likewise provide resources to help businesses increase sales and adapt to an evolving marketplace. Topics will include social media, brand building, customer experience, commercial storytelling, differentiation, digital positioning and new strategies for attracting and retaining customers.
Technology will also feature prominently, with sessions dedicated to artificial intelligence, cybersecurity, digital reputation and the use of data in decision-making. Attendees will be able to discover tools designed to automate tasks, generate content, improve business visibility, streamline processes and strengthen customer relationships.
A City and Country Initiative
The Trade Fair is supported by Barcelona Provincial Council, the Barcelona Chamber of Commerce, the Barcelona Metropolitan Area, the Government of Catalonia and the European Commission, as well as the leading representative organisations from the retail sector and the city’s commercial districts. The involvement of the main stakeholders in Barcelona’s retail landscape will help ensure that the programme features real-life experiences and resources tailored to the needs of the commercial sector.
Covering a total area of around 1,500 square metres, the Trade Fair will be free to attend upon registration and will take place alongside the Employment Fair at the same venue and on the same dates. This joint staging will strengthen the link between businesses seeking talent and individuals looking for new professional opportunities, while showcasing neighbourhood commerce both as a business and entrepreneurial opportunity and as a sector capable of generating employment for a wide range of professional profiles.
Barcelona, 16 October 2026
VIEW THE ACTIVITIES PROGRAMME here
PRESS ACCREDITATION here
María Dolors Herranz / Josep Lluís Mérida
Tel. +34 93 233 25 41 – 2114
[email protected]
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