Sitges continues to gain ground as one of the leading tourist destinations in Catalonia for international holiday tourism, and with the highest ratings, as demonstrated by the latest figures published recently in a report on 2025 drawn up by the Barcelona Provincial Council. The study, which is based on surveys, sketches the profile of a loyal visitor who comes back, stays longer and more positively rates their experience in town.

The report reveals that most of the tourists are international (71.9%), primarily from the United Kingdom, Germany, France, the Netherlands and the United States, solidifying the priority markets that the Tourism Council has been nurturing. One of the most impressive figures is the stabilisation of the average stay, which is now 6.1 nights, slightly over 2024 levels, when it was 5.7 nights. Plus, almost 60% of the tourists come back to Sitges, an indicator that reveals a high degree of loyalty, visitors’ satisfaction and the strength of the Sitges brand.

Total average spending per journey is 944 euros per person, a figure lower than in 2024, although it keeps Sitges over the average in the Barcelona area. The study also reveals that international tourists continue to spend more than domestic tourists in all the categories analysed.

The Tourism Councillor, Dani Martínez Berdala, stated that ‘these figures confirm the tourist strategy driven by the council, which is geared at attracting a higher-quality visitor that has a stronger economic impact, increasing the average stay, diversifying tourist products and working towards a more sustainable, competitive model that generates value for the town as a whole’.

The quality of the experience is reflected in the overall rating of the destination, which has earned 8.9 out of 10 in recent years. The aspects rated the most highly are the locals’ character and friendliness; almost 90% of visitors state that they felt very welcome. They also highly rate personal safety, followed by the beaches and natural environment, while parking remains the area with the most room for improvement.

Regarding the visitor profile, the average tourist in Sitges is between 45 and 64 years of age, is male and travels with their partner. They are university educated, and almost 80% are currently employed. The most common activities during their stay include enjoying the beaches, cultural experiences, shopping and food, confirming the diversity of tourist activities available in town.

The Sitges Tourist Intelligence System

The data from this study have been included in the new Sitges Tourist Intelligence System, which will be unveiled in the forthcoming months and has been developed as part of the Destination Tourism Sustainability Plans – Next Generation EU. This new tool enables different sources of information on tourism to be integrated with other sources. The goal is to harness knowledge to work towards a more sustainable model and to manage tourism in a more efficient and balanced way.