The Tourism Advisory Council has presented its balance of actions carried out in Sitges between July and December 2025, a period shaped by intense promotional activity in international markets, backing for sustainable tourism projects (DTSP - EU Next Generation) and digitalisation, plus events with a high impact for the municipality. These actions have strengthened the town’s position as a competitive destination in the cultural and gastronomic spheres, as well as in the area of congress and meetings (MICE).

The promotion of tourism has been notable in markets such as France and Germany, plus the international premium sector, through fairs and professional meetings such as FokaliZe, Pure Events, the Unique Travel Show, the Meeting for Markets of Origin by the ACT and the ILTM in Cannes, to be held during the first week of December. In parallel, there have been several cases of collaboration with national and international media, including the New Zealand Herald, Détours and The Standard, as well as new content generated with Barcelona Provincial Council and the Catalan Tourist Agency.

The events of the second semester have strengthened the attractiveness of Sitges as a diverse and living destination. The most notable events include Bears Sitges Week, the Grape Harvest Festival, the Wine Fair, the Sitges International Fantastic Film Festival of Catalonia and Sitges Malvasia Week. These events have helped de-seasonalise tourism, one of the key moves by the Town Council to incentivise visits to the town all year round. 

The Councillor for Tourism, Xavier Ripoll, underlined he importance of the period noting “the second semester has been particularly intense and tells us that Sitges maintains a strong international projection, at the same time moving forward in sustainability, accessibility and digitalisation. These lines of work allow us to strengthen the tourism model and look to 2026 with clear goals on quality, diversification and improved visitor experience, as well as the well-being of local residents”.

During the first semester of 2026, the Councillor’s Office for Tourism will manage various strategic projects within the framework of the subsidy for the EU Next Generation's Destination Tourism Sustainability Plans. One project that stands out is the decarbonisation programme involving 12 local companies and institutions and now halfway through its implementation, with most participants having received calculations of their carbon footprints.

At the same time, there has been progress on events management projects and on the development of three new tourist websites, created to strengthen the Sitges brand and improve its online promotion. Finally, the new smart tourism system is the last of the projects planned, with its execution set to start in the coming days.

The town has also renewed its adhesion to the DTI network, which assesses areas of governance, sustainability, innovation, technology and accessibility.

On accessibility, the PROA programme has assessed the degree of accessibility of 32 tourist resources and sectoral training has been conducted with 50 professionals. Tourist Information Offices strengthened their service with mobile information staff from July to mid-October providing assistance for over 6,600 people.

Gastronomic activity has also played a significant part with actions associated with World Gastronomy Year, including an in-house press trip and collaboration in events such as the Ruta de Xató, Sitges Tapa a Tapa and the DO Penedès Gastronomy Route. In parallel, the Sitges Convention Bureau has consolidated its activity with 13 workshops and fairs in international markets of interest, plus various familiarisation trips that have positioned Sitges as a strong destination in the MICE sector.

Going into 2026, the Advisory Council has defined the main challenges as product diversification, increased spending, decentralisation and de-seasonalisation, plus improved satisfaction among visitors and local residents alike in connection with tourism. These lines of action form part of the Marketing Plan 2024-2028 and are aimed at strengthening Sitges as a balanced, competitive and well-prepared destination for new tourism scenarios.