I Heart Barcelona! – Sarah Lubin

When I first arrived in Barcelona, I was filled with excitement and a head full of expectations. I had read about the city’s vibrant culture and entrepreneurial energy, but nothing could have prepared me for how deeply my time abroad would reshape my understanding of business and human connection. Studying international business here was like stepping into a living classroom. I quickly learned that in Catalonia, relationships are the foundation of commerce. Unlike the fast-paced, efficiency-driven approach I was used to in the U.S., business in Barcelona is personal. Meetings often begin with coffee and conversation, and decisions are made with patience and consensus. It was a refreshing shift that taught me the value of slowing down, smelling the flowers, and most importantly, building trust.
Engaging with locals revealed even more layers of complexity. My initial impressions of sun-soaked beaches, tapas, and flamenco dancing were charming but incomplete. Barcelona is deeply Catalan, and understanding that cultural identity of Catalonia was key to any meaningful interactions. At first, I mistook the reserved nature of some locals as indifference, but over time I discovered a warmth and generosity that emerged through genuine connections rather than to everyone you passed on the street. I was able to see how community is woven into everyday life.
This experience changed me. I used to think global business was about navigating different markets; now I know it’s about navigating different minds. I assumed cultural differences would be barriers, but they became bridges. I thought I’d return with a few souvenirs, but I came back with a new lens through which I see the world. Barcelona didn’t just teach me about business, it taught me how to be more present, more curious, and more human.