This high-impact event showcased the ability of PortAventura Business & Events to transform ideas into vivid, memorable, and distinctive experiences.
Ron Barceló’s energy and “Vive Ahora” (Live Now) philosophy took over Hotel El Paso at PortAventura World for four days with Desalia 2025, one of the most anticipated experiential events of the year, now in its eighteenth edition, which focuses on building a community and strengthening brand loyalty.
More than 1,000 attendees, content creators, influencers, and prominent figures from the artistic world took part in an immersive phenomenon where music and brand identity were experienced with intensity.
Desalia is so much more than a festival or brand event. It’s an emotional summer camp, a meeting point where a true bond with its community is forged. At PortAventura Business & Events, we are proud to have been the strategic partner responsible for bringing this grand affair to life, by managing the operational, technical and logistical aspects of a highly complex production.
The integration of PortAventura Park into the Desalia experience provided a unique adrenaline rush, generating unforgettable moments and positioning the event as a true roller coaster of emotions, resulting in a truly compelling communication campaign.
The creative concept developed by Varma transformed the hotel spaces into themed stages that evolved each day. The versatility and modularity of our venues were key to adapting the environment and creating new experiences, allowing us to offer a different and surprising Desalia every time.
From the technical design to the visual ambiance, every detail was crafted to reflect Desalia’s unique universe.
The official opening was led by Sandra Barneda, who welcomed attendees accompanied by a performance from Kiko Rivera. The artistic lineup included well-known names such as Abraham Mateo, Lérica, DJ Nano, and Luc Loren, along with digital creators and influencers such as IlloJuan, Claudia Martínez, and Peldanyos, who amplified the reach and impact of the event across social media.
“Desalia has a strong emotional component, and at PortAventura we managed to maximise this aspect. It is a place capable of creating memories that last forever”, stated representatives from Desalia.
Desalia 2025 represented an organisational challenge that PortAventura Business & Events embraced as an opportunity to once again showcase its expertise in large-scale experiential events.
Seamless coordination between teams was key to achieving precise execution in a dynamic setting that demanded flexibility, agility, and utmost attention to detail. Our team demonstrated, once again, its commitment, professionalism, and ability to adapt each space to the needs of the event.
“The event has been a clear example of the versatility of our spaces and the team’s commitment throughout all phases: marketing, communications, and operations”, emphasised Malin Nilsson, Director of PortAventura Business & Events / Convention Centre. “Thank you for trusting us to make a unique experience possible.”
With a comprehensive approach that combines infrastructure, audiovisual technology, logistics, and creativity, PortAventura Business & Events transforms ideas into high-impact experiences. From corporate conventions to brand activations and immersive festivals such as Desalia, we offer a 360º approach where customisation, flexibility, and quality are at the core of our work.
Because when brands look for a partner capable of making the impossible possible, we are here. With PortAventura Business & Events, every event is possible.
The success of Desalia 2025 is reflected not only in the flawless production or the palpable energy on the days that it was held, but also in the voices of those who made it possible. Brand representatives emphasised how collaboration with PortAventura Business & Events was key to delivering a memorable edition:
“I can only say good things about PortAventura Business & Events; it was a major challenge but they certainly delivered. The versatility of the spaces and the team’s dedication made the event a true success. In addition, the adrenaline rush of the park perfectly aligned with the concept that Desalia is a roller coaster of emotions.”
— Beatriz García Cabañas, Communications & Digital Director, GRUPO VARMA
“The adaptability of the spaces is unbeatable. Thanks to this consistency we achieved a distinctive Desalia. I recommend PortAventura Business & Events because they make the experience memorable. They combine leisure, accommodation, dining, and maximum versatility. They make every event different and special.”
— Lourdes López Sordo, Corporate Purchasing & Services Director
