Tourism observatory
Tourism related data
VISITS 2025 vs 2024
Source: Eustat
OVERNIGHT STAYS 2025 vs 2024
Source: Eustat
OCCUPANCY RATE 2025 vs 2024
Source: Eustat
AVERAGE STAY 2025 vs 2024
Source: Eustat
*Revenue per available room from January to November 2024, compared to the same period in 2023.
Source: Eustat
TOP 10 OVERNIGHT STAYS
- 1. France
- 2. Madrid
- 3. United States
- 4. United Kingdom
- 5. Catalonia
- 6. Basque Country
- 7. Germany
- 8. Castilla y León
- 9. Andalusia
- 10. Rest of the world
Source: Eustat
MICE 2025 vs 2024
CONGRESSES
PARTICIPANTS
THEME
- 14% Scientific
- 14% Technological
- 14% Medical
Source: Eustat
*Annual data.
Source: Orange
Source: EUSTAT, Fomento San Sebastián
The tourism balance sheet for Donostia between January and May 2025 reflects a period of consolidation after a particularly dynamic 2024. The destination exceeded 758,500 overnight stays, remaining at levels very similar to the previous year, which closed with strong growth. This result is particularly positive considering the complex international context.
One of the most notable elements is the increase in the average stay, which rose slightly to 1.91 nights, highlighting the growing interest in enjoying the destination at a more leisurely pace. Furthermore, despite the slight adjustment in hotel occupancy (-1.4 percentage points), activity levels remain very stable.
These figures reflect that the city continues to attract a type of tourist who is increasingly interested in experiencing the city in depth and who values its culture, landscapes, and hospitality.
Visitor profile and satisfaction
*Visits Donostia / San Sebastián, but stays overnight in the Basque Country.
As this is annual data, this category analyzes indicators from 2024, which confirm that the quality of the tourist experience in Donostia remains excellent. In 2024, visitors gave an average score of 9 out of 10, consolidating a very positive perception. This data is the direct result of the destination’s commitment to careful tourism management, focused on service quality and hospitality.
The increasing average length of stay, the rise in product consumption, and the high percentage of repeat visitors reinforce this view. In addition, recently implemented changes—such as limiting tourist groups, regulating public address systems, and improving traffic in the summer—are being positively evaluated and are beginning to establish themselves as best practices.
Today’s visitors seek authenticity, relax, and local experiences, and Donostia is successfully positioning itself in this segment. The challenge is to continue offering memorable experiences that generate economic and social revenue, while preserving the quality of life for residents and protecting the natural and cultural environment.
Sold products
TOURIST CARDS
Source: Donostia San Sebastián Turismoa
BUS
Source: Donostia San Sebastián Turismoa
TRAIN
Source: Donostia San Sebastián Turismoa
ASSOCIATED COMPANIES
PRODUCTS
Source: Donostia San Sebastián Turismoa
BUYERS
ORIGIN
- Spain
- France
- UK
- USA
- Germany
- Argentina
- Australia
Source: Donostia San Sebastián Turismoa
OUTSTANDING
PRODUCTS
- Tourist bus
- Aquarium
- Basque Card
- French coast trip
- Gaztelugatxe trip
- Eureka Museum
- Motorboats to the island
Source: Donostia San Sebastián Turismoa
The performance of tourism product sales between January and May 2025 has been clearly positive. Tourist cards have experienced 18% growth, with the Basque Card as one of the star products. The tourist bus service has not been left behind either, increasing its sales by 27%. These figures confirm visitors’ interest in getting around the city in a comfortable and organized way.
One of the best-performing products in terms of revenue are the experiences offered by partner companies, which consolidate the success of excursions to both Iparralde and other nearby territories, such as Bizkaia, thus promoting decentralization and the balanced distribution of tourist flows to destinations in the surrounding area.
The Aquarium’s offerings, walking tours, gastronomic visits, and experiences at Sagardoetxea have also been very successful. This data reinforces the appeal of authentic and unique experiences and highlights the role of public-private partnerships in promoting tourism.
Although the tourist train has seen a slight drop in ticket sales, this decline has not had a negative impact on overall revenue, as the increase in ticket prices has offset the difference.
Web & social networks
WEB OCIO
Visits number (sessions)
1.072.137
With 47,294 clicks to partners
+44,72%
Where are they visiting us from
Spain
31%
−9,11%
France
27%
0,00%
UK
8%
-1,81%
US
5%
-1,51%
Most visited
- Tireless travelers (ES,FR)
- Where to park (ES)
- Shop > Aquarium (ES)
- Home (EN)
Socials
Nº de seguidores/as
152.978
+ 17,95% vs. 2024
Where are they visiting Instagram from
Spain
38%
US
12%
France
10%
UK
9%
Italy
3%
Gender
52% female
X (Twitter)
56% male
Age
35-54 years old
Convention Bureau website
Premium website
Accesible website
WEB OCIO
Nº Visitas (sesiones)
1.072.137
Con 47.294 clicks hacia socios
+44,72%
De donde nos visitan
España
31%
−9,11%
Francia
27%
0,00%
UK
8%
-1,81%
EEUU
5%
-1,51%
Lo más visitado
- Viajeros incansables (ES,FR)
- Dónde aparcar (ES)
- Shop > Aquarium (ES)
- Home (EN)
RRSS
Nº de seguidores/as
152.978
+ 17,95% vs. 2024
De donde visitan Instagram
España
38%
EEUU
12%
Francia
10%
UK
9%
Italia
3%
Sexo
52% mujer
X (Twitter)
56% hombre
Edad
35-54 años
Donostia Turismoa’s digital strategy has delivered excellent results in the first half of the year. From January to May 2025, there has been a sharp increase in traffic, both in organic visits and promotional campaigns. The website has positioned itself as a key channel, not only for inspiration, but also for conversion: visits to the SHOPonline have grown considerably, reflecting the excellent reception and recognition of the quality of the products and experiences offered by local businesses.
On social media, the 152,000 follower mark has been surpassed, representing growth of nearly 18% over the same period last year. Instagram continues to be the most active network, thanks to the success of video content, especially reels. In addition, excellent interaction data is maintained in publications on culture, beaches, gastronomy, and local events, reinforcing the image of Donostia as a lively destination with its own personality.
The digital channel’s ability to deseasonalize, decentralize, and diversify the tourism offer is confirmed as a strategic pillar of the city’s tourism management model.
Media & rankings
Where to travel in January: #4 Donostia / San Sebastián
National Geographic
Explore Euskadi between Bilbao and San Sebastián
Lonely Planet
Un viaje por Navarra y País Vasco: mi ‘road trip’ soñado para 2025
Vogue
Beaches, galleries, pintxos and more: why you have to visit Atlantic Spain
The Guardian
Donostia’s image in the international media and rankings continues to strengthen as one of the destination’s most valuable assets. Between January and May 2025, the city has once again been featured in numerous leading international media outlets, such as Condé Nast Traveler, The Times, and Forbes, which have highlighted its appeal as a cultural, gastronomic, and off-season getaway destination.
These mentions help to project an image of a vibrant, sustainable, and distinctive city, and are a clear reflection of the joint work of the tourism sector, the administration, and cultural and social agents in the region. These achievements consolidate Donostia’s international reputation as a leading destination for quality tourism.