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Bilbao Hotels Exceed 90% Occupancy Following European Rugby Final

The influx of French and Irish fans boosted the city's hospitality sector, though occupancy was slightly lower than previous major events.

Generic image of a busy hotel lobby in Bilbao.
IA

Generic image of a busy hotel lobby in Bilbao.

The European Rugby Final has positively impacted Bilbao's hotel occupancy, surpassing 90% thanks to the arrival of French and Irish fans.

The European Rugby Final has had a significant positive impact on Bilbao's hotel sector, with occupancy rates exceeding 90%. The massive influx of French and Irish fans, who attended the match at San Mamés stadium, contributed to this high figure. Txema Oteo, president of Destino Bilbao, highlighted the "unbeatable" experience reported by guests, who expressed high satisfaction with both the event and the city as a destination.
While final data is still being compiled, occupancy levels were slightly lower compared to the UEFA Europa League final in 2025. However, based on booking patterns from the last rugby final held in the Biscayan capital eight years ago, the sector anticipated a similar performance. Last-minute bookings helped push the occupancy above the 90% mark, an improvement from the approximately 86% recorded in a recent survey.
Oteo noted the diverse profile of the guests staying in the city's hotels, with a common thread being "a love for rugby." On average, fans booked two-night stays, covering Friday and Saturday. The event proceeded without any significant incidents, contributing to a positive atmosphere throughout the city.
Beyond this initial analysis of the rugby event's impact, the hotel sector is looking towards the future. Bilbao is vying to be a host city for the 2030 FIFA World Cup, although FIFA's demands have created friction between governing partners, the PNV and PSE. Oteo has voiced concerns that the public nature of this debate could undermine the destination's image, advocating for internal discussions to strengthen its position.
Oteo emphasized the crucial role of such events for the city's hotel industry and affirmed Bilbao's proven capability to host major international gatherings. "Projecting an international image for Bilbao and Bizkaia would allow us to take another step forward," he stated, adding that institutions will need to evaluate the strengths and weaknesses of each decision.
Furthermore, the Bilbao BBK Live festival is set to take place as planned in Kobetamendi, celebrating its 20th anniversary this year. With the festival's start approaching, hotels in the city have already begun receiving reservations at the expected pace. It is anticipated that, similar to previous years, the festival will contribute to a strong performance for the hospitality sector.

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