"Barcelona's strength lies in its local and international talent" by Joao Baguenier
Joao Baguenier, 38 years old. Born in Lisbon, to a French father and a Brazilian-Portuguese mother, Joao has lived in Lisbon, Rio de Janeiro, Paris, Rome, Luxembourg, and London before moving to Barcelona nearly three years ago. He is the Director of Gerson Lehrman Group (GLG) in Spain, the world’s leading expert network, with offices in over 20 locations worldwide and headquarters in New York. He has led the company’s expansion in Barcelona and currently oversees growth services in the financial sector across Europe and the Middle East.
Why did you choose Barcelona?
I was in Luxembourg, helping a food delivery startup for offices. So when my current employer called and asked, “Would you like to move to Barcelona?” I didn’t have to think twice! Since arriving, it’s been clear why so many people are drawn to this city. Barcelona offers an incredible lifestyle, and although I came with high expectations, the city has exceeded them.
What are the city’s strengths?
It’s a vibrant city that strikes a unique balance between cosmopolitan energy and a deeply rooted local culture. Nestled between the sea and the mountains, it offers everything from stunning coastal getaways to unique hiking trails. The cultural scene is incredibly diverse. What has surprised me the most is just how much Barcelona has to offer beyond its most well-known tourist spots.
Which aspects of the city need to be improved? How?
Barcelona does a great job of attracting talent, though retaining it long-term seems to be a challenge. There are several areas where the city could strengthen its competitiveness, such as improving accessibility, optimizing its tax structure, reinforcing its environmental goals, fostering stronger corporate connections, and streamlining bureaucratic processes. Addressing these aspects would further unlock investment potential and value creation.
What do you expect from Barcelona in the coming years?
I feel that Barcelona is on a very exciting upward trajectory, positioning the city for a sustainable future. One of its greatest strengths is the rich blend of local and international talent, complemented by strong industries in technology and life sciences. In the coming years, I hope to see Barcelona solidify its position as one of Europe’s leading cities—both as a hub for innovation and as an exceptional place to live and work.
Which city do you consider to be your home city? What do you miss most?
Right now, Barcelona is my city—it's where I live, work, and build my life. But Rio de Janeiro will always have a special place in my heart. Interestingly, both cities have a lot in common: fantastic weather, incredible food, beautiful beaches, and a vibrant, positive energy.
