20 Global CEOs Reveal Why They Chose Catalonia—And What You’re Missing

Catalonia consistently attracts top-tier investment thanks to its unique blend of assets: a strategic Mediterranean location, a highly skilled and multilingual workforce, world-class research infrastructure, and a dynamic innovation ecosystem. International companies also highlight Catalonia’s pro-business approach, streamlined administrative support, and unmatched quality of life as key reasons they invest here.

From life sciences to advanced manufacturing, finance to sustainable food systems, the voices of CEOs and executives echo a shared consensus: Catalonia isn’t just a destination—it’s a launchpad for growth in Europe and beyond. Read their stories below!

Voices from 20 Global Leaders

"Catalonia is the industrial base of Spain in chemicals and pharma"

 Akihiro Kadokura, CEO of AGC Europe

Japanese firm AGC Pharma Chemicals invested €90 million and created 100 jobs in a new plant in Malgrat de Mar, Barcelona. A leading CDMO for pharma companies, AGC has expanded its Catalonia presence since establishing operations in the region in 2019.

"Airbus chose Catalonia because of the richness in the ecosystem and the availability of talent"

Roser Roca, CEO of Airbus Geotech

Airbus GeoTech, a leader in geospatial data technology, is thriving in Barcelona-Catalonia. The company turns satellite imagery into actionable insights, supporting urban planning, infrastructure, and digital transformation through advanced 2D and 3D mapping solutions. Catalonia powers Airbus GeoTech’s innovation journey.

"Barcelona and Catalonia offer sustainable growth, smart talent, and competitive advantages with low risks"

Gerard Esparducer, Head of the Spain Hub at Allianz Technology

Since 2017, Allianz Technology has grown in Catalonia, becoming a key decision-making hub. With 600 employees from 53 nationalities and plans to expand, the company showcases Catalonia’s unique strengths for innovation, international talent, and sustainable business growth in the tech sector.

"Catalonia has very positive conditions for the chemical industry: the infrastructure, research centers of the highest level, access to talent, and competitive costs"

Carles Navarro, Managing Director at BASF

German company BASF has been in Catalonia since 1969, with Tarragona as its main Southern Europe hub—highlighting over 50 years of strong industrial commitment to the region.

"It’s about the mindset of innovation that permeates the region. Catalonia’s infrastructure and talent pool make it the perfect place"

Cristina Albalate, Customer Planning Lead at Bayer

Bayer’s hub in Sant Joan Despí (Barcelona) is one of Catalonia’s Tech Hubs—cultivating talent and driving innovation in Europe. It hosts 850 professionals from 40 nationalities across supply chain, IT, finance, procurement, and R&D.

 

"We see Barcelona as a strategic place to expand, and it is the ideal city to become our European hub"

Ann Carpenter, Braid Theory's CEO

US accelerator Braid Theory has chosen Barcelona for its first European headquarters, expanding from Los Angeles. Backed by Catalonia Trade & Investment, it will support blue economy startups focused on ocean sustainability technologies.

"Talent is super strong. Barcelona has world-class education and international talent"

Ben Marrel, CEO at Breega

Spain is on international investors’ radar. Breega CEO Ben Marrel highlights Barcelona’s strong talent, global education, and startup success. He also praises Spain’s family-friendly environment—key for attracting founders and building a lasting tech ecosystem.

"Catalonia offers a strategic location to supply other parts of the world. It's the biggest cluster in Southern Europe doing chemistry"

Ignasi Cañagueral, Site Director at Dow

Dow operates one of Europe’s largest manufacturing sites in Tarragona, Catalonia, with R&D and engineering teams. New investments focus on polyglycols, energy efficiency, decarbonization, and expanding packaging and specialty plastics capabilities.

"Catalonia is a strategic hub that reinforces our growth across Europe"

Míriam Guasch, Essity's Director of Operations in Catalonia

Essity has invested €24 million to expand its Tarragona factory in Puigpelat, making it the first in Europe to produce its full product range. Catalonia Trade & Investment supported the project with a grant.

"We chose Catalonia because it’s one of the largest industrialized regions in Europe"

Miguel Franco, Country Operations Manager​​​​​​​ at INEOS-Inovyn

INEOS-Inovyn, a UK-based chemical leader, has been in Catalonia for over 50 years. Focused on PVC recycling and sustainability, it thrives thanks to Catalonia’s strong industrial network and strategic ports in Barcelona and Tarragona.

"Barcelona attracts brilliant people and has a strong sense of ambition"

Amanda Kai, Marketing & Comms Manager at​​​​​​​ Norrsken House Barcelona

Barcelona is emerging as Europe’s capital of impact entrepreneurship. Norrsken Barcelona, launched in 2023, supports startups tackling global challenges, strengthening the city’s role as a hub for purpose-driven innovation and sustainable growth.

"Barcelona is a fantastic city for its combination of economical growth, location, weather, and quality of life"

Joan Planella, Oracle Barcelona Office Director

Global tech leader Oracle is expanding in Barcelona with a new European Health Hub. Its growing presence reinforces the city’s role as a strategic location for innovation, talent, and digital transformation in Europe.

"The diversity of talent and the ability to connect with markets worldwide make Barcelona an unbeatable location"

Pol Soler, Head of Revenue and Strategy at Revolut

Revolut has opened its Tech Hub for Southwest Europe in Barcelona. Spain is Revolut’s fifth-largest market, with three million users and growing rapidly.

"The advantage for us being in Barcelona in the life sciences sector is the large ecosystem already existing here"

Artur Palet, Commercial Innovation Lead for EMEA & Latam at Roche Diagnostics

Roche Diagnostics develops next-generation digital health solutions from its innovation hub in Barcelona. With 1,400+ employees from 29 countries, it drives data-driven healthcare transformation and automation on a global scale.

"Barcelona has the talent, creativity, and digital mindset we need"

Madeleine Roach, Executive Vice President, Global Head of Commercial Operations at Sanofi

Sanofi will open a new innovation and operations hub in Barcelona, creating 300 highly qualified jobs by 2026. Supported by Catalonia Trade & Investment, the hub strengthens Barcelona’s position in global life sciences innovation.

"Barcelona is a great place to do business because of its industrial ecosystem, strategic location, and competitive environment"

Carolina Bonifacio, Head of Drug Product Development at Siegfried Holding AG

Swiss pharma leader Siegfried invested €15 million in a new Drug Products Development Center in Barcelona, expanding its presence in Catalonia and reinforcing the region’s status as a premier European life sciences hub.

"We came to Barcelona because it is a city of creativity and inspiration"

Tarek Besold, Senior Research Scientist at Sony AI Barcelona

Sony AI chose Barcelona for its newest AI center—its second in Europe—focused on scientific discovery and gastronomy. Catalonia Trade & Investment supported the project, reinforcing Barcelona’s role in cutting-edge tech innovation.

"Catalonia is a pharmaceutical hub in Southern Europe, with a full ecosystem of suppliers, top talent, and good infrastructure"

David Peix, CEO of Towa

Towa Pharmaceutical, Japan’s top generics producer, chose Barcelona as its global headquarters in 2020. From Catalonia, it oversees operations across Europe and North America, leveraging the region’s strategic and competitive advantages.

"Barcelona can play in the Champions League of health tech"

 Montse Barceló, Veristat VP Europe

Veristat, a global clinical research organization (CRO) headquartered in the U.S., opened business operations in Spain with its base in Barcelona, a city known to be one of the fastest growing biotechnology hubs for oncology clinical trials.

"There is a large pool of qualified people in Barcelona"

Simon Michel, Ypsomed CEO

The Swiss medtech company Ypsomed is a world leader in manufacturing insulin pens. Ypsomed has chosen Barcelona to open its first R&D center outside Switzerland and has received suport fom Catalonia Trade & Investment to find the right location and to undergo the recruiting process.

Catalonia: Where Global Leaders Choose to Grow

From life sciences to deep tech, the voices of 20 global business leaders confirm it: Catalonia is a prime destination for international investment. With its vibrant talent pool, cutting-edge infrastructure, and strategic location in Europe, Catalonia offers the ideal environment for companies seeking innovation, growth, and long-term success.

At Catalonia Trade & Investment, we’re here to help you every step of the way—from setting up your business to expanding operations. Our team offers confidential, expert advice and tailored support services to make your investment journey seamless.

Ready to join the ranks of global innovators in Catalonia? Contact us now and let’s turn your business vision into reality.