Sitges is taking part again this year in the IBTM World, the leading fair in the sector of meetings and events tourism. The town is taking part again through the Sitges Convention Bureau, the programme by the Councillor’s Office for Tourism at Sitges Town Council. The fair is being held in Barcelona until Thursday and is an event that last year brought together more than 15,000 professionals and generated over 73,000 business meetings. The town has its space on the stands of Catalonia Convention Bureau and the Barcelona Convention Bureau, sharing protagonism with the main international destinations. The goal is to strengthen the visibility of Sitges, generate new business opportunities and foster loyalty among organisers that have already opted for the town.

The Councillor for Toursim, Xavier Ripoll, notes that “the MICE sector is a cornerstone of Sitges’ tourism strategy. It allows us to deseasonalise, strengthen quality and attract events that generate a positive impact for both the local economy and the town’s international projection. Returning to the IBTM allows us to consolidate this position and continue generating valuable connections”.

Sitges as the third MICE destination in the Spanish state

According to figures from the Cvent platform, one of the most widely used on an international level to book and manage events, Sitges is the third destination in the Spanish state in terms of the volume of requests to organise meetings and congresses, only surpassed by Barcelona and Madrid.

The study Market Forecast Assumptions – May 2025, compiled by the consulting company STR and published by Eventoplus, points to 2026 as a year of moderate growth in Europe. In this context, Sitges stands out for its stability, the loyalty of its clients and the growing interest from the international market, factors that consolidate the town as a MICE role model in the Mediterranean.

Economic growth in 2025

The data gathered among companies associated with the Sitges Convention Bureau for the first half of 2025 confirm the positive trend in this sector. Global turnover grew by 36.1% in 2024, with singular spaces setting the pace (up 46.33%) while hotels and convention centres moved forward with a growth of 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. The MICE sector accounted for over 50% of turnover at convention centres during this period, nearly 30% of hotel business and close to 40% at venues, confirming the strategic role of this segment in the local tourism economy.

Consolidation of international markets

Some 50% of meetings organised at hotels and convention centres in Sitges come from international markets. At singular spaces, the percentage is 44%.

The USA and Canada stand out for their sustained growth in the main markets while the UK regains the top spot in hotels and maintains its importance in singular spaces. The traditional European markets (Scandinavia, Germany, Holland and France) all continue to be key markets for the destination.

With its unique combination of sea, culture, sustainability and high-quality infrastructures, Sitges is a MICE destination that offers authentic experiences, near the sea and just 20 minutes from Barcelona airport. Its participation at the IBTM strengthens the town’s commitment to a balanced, sustainable and competitive tourism model.