Some years have a special groove to them, like songs that make you turn up the volume, because you know something important is happening. That’s what 2025 was like in Sitges. As it celebrated the 20th anniversary of the Sitges Convention Bureau, the destination confirmed that the momentum it saw in 2024 wasn’t a flash in the pan, but rather the start of a stronger, more mature phase, with an increasingly key role in the MICE segment.
These data come from a survey of Sitges Convention Bureau members that was conducted in two rounds, one for each half of 2025, making it possible to gain a holistic view of the year and identify the main trends in the sector. The results were also compared with the results from the 2024 survey, allowing for a better contextual understanding of changes in the sector and confirming the strength of its growth.
The leaps and bounds came in 2024, with overall turnover growth of 32.94% compared to 2023 among member companies, and 2025 proved that this was no fluke. The sector is entering a stabilisation phase, with an average overall increase of 5.94%, and the MICE segment is accounting for an increasingly large percentage of businesses’ income.
Here’s the statistic that best sums it up: the MICE segment in Sitges increased from 25.87% to 33.46% of business between 2024 and 2025. In other words, MICE is not just an important business activity in Sitges; it’s now a cornerstone of the destination’s economy, both at hotels and convention centres, where it’s reached 30.9%, and at venues, where it stands at 36.0%.
The best part is that this growth is not just about volume: it’s structural as well, with a stronger and more diversified market in 2025. Agencies continue to lead the way in attracting business, but the mix is branching out, with growth in corporate, associations and other complementary channels. And that’s good news, because when a destination attracts a wider range of visitors, it also boosts its competitiveness and ability to grow more consistently.
There’s also another key trend: Sitges continues to gain strength abroad. International visitors are taking centre stage, and 2025 reflected a more open, balanced structure that’s also better connected to international markets. The British market is bouncing back and tops the ranking of European countries choosing Sitges for their events. Indeed, the UK, the US and Canada remain key players in this international projection, while the destination is combining local outreach, the European market and a global vision more effectively than ever.
And this growth isn’t coming at the cost of versatility: hotels and convention centres are continuing to show strength, capacity and a clear positioning in meetings and conventions, while venues are strengthening their role with more flexible formats, incentives and experience-based options. The result is a more comprehensive, more mature MICE ecosystem, better equipped to cater to a wide range of event types.
In short, Sitges isn’t just in the groove; it’s raising the bar. Following an exceptional 2024, 2025 proved that the destination is transforming growth into consistency, positioning into value and activity into reputation. And when it comes to the MICE segment, it’s clear what that means: Sitges is upping its game and emerging as a force to be reckoned on the leaderboard of MICE destinations.
