Sitges consolidates its MICE strength in a year of sustained growth and international return.
The sector-survey conducted in the first half of the year confirms that the destination is continuing to grow in strength and visibility. Following the momentum of 2024, 2025 has been a year of maturity: Sitges has proven itself to be a leading destination for conferences and conventions, and it is especially appealing in incentives and experiential formats. We are a destination that thrills… and that works.
Based on data from hotels, convention centres and venues associated to the Sitges Convention Bureau, the overall turnover of the MICE sector grew by 36.10% last year, with venues leading the way (seeing a 45.33% increase) and hotels and convention centres rising by 25.88%. The first half of the year continued this trend, with half of hotels and convention centres once again increasing turnover and one third of venues seeing significant growth. In the first half of 2025, the MICE sector accounted for over 50% of turnover at convention centres, nearly 30% of hotel business and close to 40% at venues, confirming the strategic role of this segment in the local tourism economy.
International activity is also on the rise. A total of 50.28% of bookings at hotels and convention centres, and 43.93% at venues, are international. Strong markets include the US and Canada, the UK, Nordic countries, Germany, the Netherlands and France. Meanwhile, Cvent, one of the world’s leading event booking platforms, ranks Sitges as the third most requested destination in Spain, just after Barcelona and Madrid.
“Sitges Loves Events” is the slogan behind this strategy and captures the essence of the destination: a combination of logistics, outstanding professionals, specialized service, and an experience that leaves a lasting impression. The first half of 2025 is proof of that.
