Led by Fomento de San Sebastián, the plan promotes a model of excellence based on innovation and collaboration, incorporating a new multi-agent governance structure to strengthen coordination among institutions, the commercial sector, and other stakeholders.
According to recent data, Donostia's commerce, comprising approximately 2,460 establishments, generates 8.6% of local employment and contributes 5.3% to the GDP. It is undergoing a transformation driven by new consumption habits and demographic shifts, facing challenges such as generational succession and a gradual decrease in per capita spending.
The plan's development involved over 200 businesses, sector agents like Shops and Gipuzkoa Merkatariak, and institutional bodies such as the Chamber of Commerce of Gipuzkoa, the Provincial Council of Gipuzkoa, and the Basque Government. Additionally, citizen perspectives were gathered through surveys of 200 households and around 1,500 individuals.
The plan is structured around three strategic lines: People and business projects, focusing on talent and competitiveness; Urban space development, aimed at creating a more favorable environment for commercial activity; and City promotion, tailored to different consumer profiles. It also includes a monitoring system for the 2026-2030 period.
This year, 1.5 million euros will be allocated to implement these actions. Key initiatives include the Innovation Hub for Employment and Training and the entrepreneurship program EKINN Dendak, alongside measures to facilitate generational succession and promote local commerce.
“"Donostia's urban commerce faces significant challenges, making a strategic approach essential to enhance its competitiveness and consolidate it as an employment driver. This roadmap focuses on key issues like generational succession, talent, the upkeep of streets and squares where businesses operate, training, and the promotion of digitalization. We have achieved this through collaboration with other institutions, the commerce sector itself, and various agents within this ecosystem. By joining forces, we can better understand the reality, resources, and find more effective solutions. Ultimately, we aim to strengthen a local commerce that enriches our neighborhoods and our city, prioritizing the people who open their businesses every day."
