Juan José García, MBA, CICEGlobal Chief Sales & Marketing OfficerBCO CongresosJuan José is a passionate and dedicated individual, boasting over 36 years of invaluable experience as a seasoned business events professional and consultant. His unwavering passion and unparalleled expertise in the field make him a standout figure.Career-wise, he holds an MBA degree and is highly skilled in project management. He embarked on his journey in the PCO (Professional Congress Organizer) business back in 1987 and climbed through various pivotal roles within the industry until he settled in his current position as Global Chief Sales & Marketing Officer of BCO Congresos, the congress division of Grupo Barceló. Under his visionary leadership, BCO Congresos has become a globally recognized brand in meetings management, association management, and business events consulting. Besides the mentioned skills, he is a senior consultant in business development, business strategies, planning and management of bids, destination marketing as well as association management. His multifaceted expertise continues to be a driving force in the industry.Notably, he dedicated a significant part of his career to serving the International Congress and Conventions Association (ICCA) as 1st Vice-President and Treasurer between 2010 and 2018 and is one of the instructors (and authors) of ICCASkills program launched in 2021, a testament to his commitment to nurturing the next generation of industry professionals. His dedication to knowledge dissemination showcases his enduring impact and commitment to the growth of business events industry.In recognition of his outstanding contributions, Juan José was honored in 2009 with the "Best Event Organizer" award by the Spanish Association of Hotel Managers.