On 27 October, the Donostia San Sebastián Premium Club held its annual meeting of member businesses at Anoeta Stadium. The event provided an opportunity to share the results of the initiatives carried out during 2026, analyse developments in premium tourism and strengthen collaboration among the businesses involved in the project.
Premium tourism is one of the strategic, high-value-added segments for Donostia / San Sebastián, in line with the VISIT-BIZI 2023–2027 Sustainable Tourism Master Plan. This tourism model goes beyond the traditional concept of luxury, focusing on attracting visitors seeking authentic, personalised, high-quality experiences who are interested in discovering the city’s local identity, culture and traditions. It is a form of tourism that helps create value for the city’s economy and business community, encouraging more sustainable and balanced tourism development.
During the meeting, participants reviewed the sector’s performance and analysed the main trends and opportunities within this segment. Among the figures presented, particular attention was drawn to the growth of the international market, which accounts for 70% of hotel overnight stays in the city, with the United States as the leading international source market, followed by the United Kingdom.
Gastronomy, the city’s beauty, its authenticity and its cultural offering remain some of Donostia / San Sebastián’s greatest strengths in attracting this type of visitor, who particularly values unique experiences and a genuine connection with the destination.
During the meeting, participants reviewed the sector’s performance and analysed the main trends and opportunities within this segment. Among the figures presented, particular attention was drawn to the growth of the international market, which accounts for 70% of hotel overnight stays in the city, with the United States as the leading international source market, followed by the United Kingdom.
Gastronomy, the city’s beauty, its authenticity and its cultural offering remain some of Donostia / San Sebastián’s greatest strengths in attracting this type of visitor, who particularly values unique experiences and a genuine connection with the destination.
A Year of Strengthening International Positioning
The meeting also provided an opportunity to review the main initiatives undertaken by Donostia San Sebastián Turismoa throughout 2026 to strengthen the city’s position as a premium destination in international markets.
Key initiatives included the creation of a new premium catalogue, the production of several videos featuring member businesses, an increased presence on social media and the organisation of press trips and familiarisation trips for specialist travel agents.
These initiatives aim to showcase the city’s distinctive offering and strengthen relationships with professionals specialising in this tourism segment, focusing on targeted promotion in strategic markets and attracting visitors who appreciate authenticity, excellence and experiences rooted in local identity.
These initiatives aim to showcase the city’s distinctive offering and strengthen relationships with professionals specialising in this tourism segment, focusing on targeted promotion in strategic markets and attracting visitors who appreciate authenticity, excellence and experiences rooted in local identity.
Five New Businesses Join the DSS Premium Club
One of the highlights of the meeting was the welcome extended to five new businesses joining the Donostia San Sebastián Premium Club, broadening and enriching the city’s range of high-quality experiences with a distinctive local identity:
· Matarranz, a company specialising in home textiles, offering products that combine quality, design and tradition.
· Iñigo Manterola, an artistic space that introduces visitors to contemporary art and local creativity.
· Hotel Palacio Bellas Artes, part of Curio Collection by Hilton, which brings one of the city’s emblematic historic buildings back to life, offering a unique hotel experience.
· Matarranz, a company specialising in home textiles, offering products that combine quality, design and tradition.
· Iñigo Manterola, an artistic space that introduces visitors to contemporary art and local creativity.
· Hotel Palacio Bellas Artes, part of Curio Collection by Hilton, which brings one of the city’s emblematic historic buildings back to life, offering a unique hotel experience.
· Amelia Restaurant, a fine-dining establishment awarded two Michelin stars.
· Ibai Restaurant, a Michelin-starred restaurant that further enriches the city’s culinary offering.
These new members strengthen the diversity of the DSS Premium network, introducing new experiences in accommodation, gastronomy, art and specialist retail. Together, they showcase local talent, the distinctive character of individual establishments and authentic experiences, helping generate a positive impact across different sectors of the city’s economy.
· Ibai Restaurant, a Michelin-starred restaurant that further enriches the city’s culinary offering.
These new members strengthen the diversity of the DSS Premium network, introducing new experiences in accommodation, gastronomy, art and specialist retail. Together, they showcase local talent, the distinctive character of individual establishments and authentic experiences, helping generate a positive impact across different sectors of the city’s economy.
A Space to Strengthen Collaboration Between Businesses
In addition to the presentations, the event provided an opportunity for participating businesses to meet, exchange experiences, get to know one another better and explore new opportunities for collaboration.
The meeting concluded with a guided tour of Anoeta Stadium, giving member businesses a closer look at its facilities and the opportunities offered by the venue.
With this seventh edition, Donostia San Sebastián Premium continues to consolidate a network of businesses committed to excellence, authenticity and delivering high-quality visitor experiences. This strategic project promotes high-value-added tourism, prioritising quality over quantity and contributing to the destination’s prosperity. By highlighting local identity, it helps move towards a more sustainable tourism model that benefits both visitors and the people of Donostia / San Sebastián.
With this seventh edition, Donostia San Sebastián Premium continues to consolidate a network of businesses committed to excellence, authenticity and delivering high-quality visitor experiences. This strategic project promotes high-value-added tourism, prioritising quality over quantity and contributing to the destination’s prosperity. By highlighting local identity, it helps move towards a more sustainable tourism model that benefits both visitors and the people of Donostia / San Sebastián.