The Basque Tourism Observatory, part of the Euskadi Government's Department of Tourism, Commerce and Consumption, has released the biennial Ibiltur MICE 2025 studies for Vitoria-Gasteiz and San Sebastián. These analyses examine the behaviour of tourists attending congresses and conventions (the MICE segment) in Euskadi.
In Vitoria-Gasteiz, the 24 events held in 2025 represent a 71% increase, and the 7,388 attendees practically double the 2023 figures. The most in-demand sectors are cultural, commercial, public, and healthcare, with 90% of attendees being national, and a significant presence from France (over 4%).
Attendee spending approaches 5 million euros, with approximately 70% injected into the local economy, primarily through gastronomy, leisure, and shopping. The satisfaction level is very high (4.9 out of 5), with visitors highlighting the city's safety, communications, cleanliness, transport, and value for money.
Donostia / San Sebastián hosted 131 events and attracted 35,660 attendees in 2025, marking a 34% and 23% increase respectively compared to the previous year, showing sustained growth. The MICE activity is spread across six sectors, with scientific, medical-healthcare, technological-industrial, and social being the most frequent (92%).
Attendance is predominantly national, but the international market, particularly from Germany and France, is also significant. This MICE activity generates an average of 2.9 direct overnight stays per attendee, with associated spending reaching 39.5 million euros, 66% of which benefits the local economy, distributed across leisure (39%), gastronomy (24%), and shopping (22%).
