Sitges consolidates its MICE strength in 2025 with sustained growth and international return.
The 2024 survey showed acceleration; the 2025 one confirms maturity. Sitges works well for congresses and conventions and seduces for incentives. We are a destination that excites and enamours.
Sitges reaffirms its position as a top-class MICE destination. The sectoral survey conducted in the first half of 2025 confirms this: the sector has grown, become consolidated and diversified markets, maintaining the positive trend set in 2024.
According to data received from hotels and venues associated to Sitges Convention Bureau last year, the overall turnover of the MICE sector in Sitges grew by 36.10%, with venues heading the growth (up by 45.33%) and hotels and conference centres progressing more moderately (up by 25.88%). The figures mark a turning point: Sitges went from regaining events to accelerating in its attraction of more.
2025 validates this evolution. Half of the hotels and conference centres associated to Sitges CB saw an increase in turnover, up by 6.45% on average. As for venues, 66.7% maintained their turnover and 33.3% saw strong growth, up by 12.5% on average. Overall, the destination continues to move in the right direction with stability.
MICE is a key element of business tourism in Sitges. According to the survey, in the first half of the year, at conference centres it represented over 50% of business, almost 30% of the business at hotels and almost 40% at venues. This strengthens the trend also identified in 2024: venues have become particularly attractive spaces for incentives and experiential formats, while hotels and convention centres continue to act as bases for conventions and congresses.
Volumes of groups confirmed for the first half of the year are also up. Some 50% of associated hotels and convention centres attracted more MICE events than last year, while 37.5% saw similar volumes and 12.5% saw a drop. At venues, half maintained the volume, a third grew and 15.7% saw a drop. The message is clear: the market remains active and loyal to the destination.
The international market is also growing. At hotels and conference centres, 50.28% of confirmations are international, compared to 43.93% at venues. The USA and Canada stand out particularly, as this is the first market for venues (15.02%) and the second for hotels and conference centres. The UK regains its leadership in hotels and conference centres and is also a key market for venues. The Scandinavian countries, Germany, Netherlands and France consolidate a solid European base.
Agencies continue to be the main channel for attracting business: 53.2% for hotels and conference centres and 61.17% for venues. The corporate sector also plays a key role for hotels (32.99%), while the distribution is more varied for venues.
As for the type of event, the snapshot is very clear. Conventions and congresses stand out at hotels and conference centres (48.13%). Incentives are the leading factor in venues (38.17%), followed by meetings and presentations.
