Begoña Ruiz Lidón is director of international congress sales and business development at Kuoni Congress in Barcelona, Spain. She is on the board of directors for the MPI Iberian Chapter, where she serves as director of education. She has master’s degrees in digital marketing and marketing and promotion in tourism. She is attending IMEX in Frankfurt this week.

How did you get started in the meeting and event industry?
I was passionate about traveling and languages so I knew that my profession would be related with these two things. My real first job was in Switzerland, in Crans Montana, working for an International Summer School as a teacher. One year later I moved to Barcelona and after getting a master’s in marketing and tourism, I joined BCO Congresos. That was my first contact with key people in the industry and that helped me to decide what to do with my future.

What do you love about your job at Kuoni Congress?
I love this industry, I love the contact with people that belong to a different world (industry) and that are passionate about their field, about building communities and spreading knowledge. I love to help them to come up with new ideas, to see how the congresses can grow and improve. But the rules are changing. There a last-minute requests, more and more professionalism and experience from the clients that really know what they want and how they want it plus more and more high-quality competitors. Specialization and niche markets are key.

How has MPI influenced your career?
I have built a network of people from many other companies and agencies (planners and suppliers). I belong to the association industry, so MPI has brought me a new vision of the [meetings and incentives] market and now I have a wider perspective of it. Since I am a board member, many ideas have risen. At the very beginning we thought we were so ambitious and some of the ideas were almost impossible and a dream for all of us. But now with the work of my colleagues they come true. This year for the very first time, we had the MPI Iberian Chapter Awards that were a real success. New members have joined recently, and we continue growing and growing. Our educational program is moving forward and we are really “changing the game” with roundtables, debates, educational activities during MotoGP or Formula1 Grand Prix and workshops.

What’s the best advice someone gave you?
Never give up and be passionate about what you are doing.

What advice would you give to someone considering a career in meetings and events?
It is a very demanding industry, sometimes is not easy, but it worth it.

Bonus question: What are you most passionate about outside of your career?
Running and yoga help me to disconnect. I like traveling to participate in races. This year, I have been at the [New York City] Half Marathon and Berlin Half Marathon. My next challenge will be Behobia (San Sebastian) in November.