The Sitges Convention Bureau annual assembly, held on 21 April at the Hotel Calipolis, was once again much more than a date on the calendar: it was an opportunity to take stock together, strengthen ties among members and focus on the key areas of work for 2026. In terms of the MICE segment, the event provided a clear snapshot of the how the destination is doing and reflected the commitment to keep creating opportunities for the sector.
The assembly included a review of initiatives carried out to achieve the goals in the Action Plan for 2025 and the first quarter of 2026, and the promotion strategy for the year ahead was also presented. The mayor of Sitges, Aurora Carbonell, gave the closing remarks, and the city councillor for Tourism, Civil Rights and Civic Affairs, Xavi Ripoll, welcomed participants together with the director of the host venue. The Sitges Hospitality Guild also participated in the closing event, reinforcing the message of public-private partnership that underpins Sitges CB’s development.
The event also saw the presentation of the main NEXT GENERATION EU Destination Tourism Sustainability Plan projects that the Councillor’s Office for Tourism is working on in the first half of the year, as well as Sitges CB initiatives, with a special focus on attracting conferences, meetings, conventions and incentive travel, and strategic partnerships with other stakeholders in the sector. Participants also reviewed the planned initiatives in sales, marketing, communications, PR and social media, which are playing an increasingly crucial role in the destination’s positioning.
The review of 2025 offered context and supporting arguments. Sitges Convention Bureau carried out more than 55 promotional activities, including professional trade fairs and workshops, presentations, sector-specific meetings, round-table discussions, training events and fam trips. Highlights of the year include the Break the Ice Forum, co-organised with Hotel Calipolis, which brought 117 European professionals to Sitges from 25 to 27 March 2025, and the final event for the Sitges CB anniversary celebrations, with nearly 100 participants.
As for communication, Sitges CB stepped up its activity in terms of digital marketing, social media, website content and new promotional materials, increasing the destination’s visibility for professional audiences. This work also translated into new business opportunities, with requests for event organisation services in Sitges–mainly coming from the domestic, European and US/Canadian markets.
The assembly also presented the new members of the Standing Committee on Business Tourism, the monitoring body for the Sitges Convention Bureau between assemblies. This working group, made up of 10 professionals, brings together representatives from all the segments of the Sitges CB and reflects the cross-cutting nature of Sitges’s MICE options.
With 40 representatives from leading MICE companies in attendance, the meeting made it clear that Sitges is continuing to boost is positioning through collaboration, promotion and a shared vision. For the sector, the assembly was again a good indicator of how the destination is doing, as well as what the future has in store.
