Galicia sees Xacobeo 2027 as an chance to reshape its business tourism sector. The regional government wants the Holy Year to draw pilgrims while also strengthening the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry.
At the Foro MICE Galicia in Vigo, Xosé Merelles, director of Turismo de Galicia, called Xacobeo 2027 a turning point for business tourism in the region. He said the strategy puts long-term planning ahead of short-term trends. The basic goal is to move beyond seasonal peaks and attract high-value visitors throughout the year. Diario de Santiago reported that the Vigo event had the backing of Xunta, Galicia Calidade, Xacobeo 2027, Diputación de Pontevedra, and several industry associations. Foro MICE Galicia brought together 17 national associations, 4 professional associations, and over 40 companies, showing the scale of industry support for linking business tourism with Xacobeo 2027.
Merelles cited the figures: business tourism already accounts for 1.2% of total tourist spending in Galicia, with an average daily spend of over 200 euros per person, more than triple the general tourist average of 59 euros. More than 85% of these visitors come from other parts of Spain. Diario de Santiago reports that the Xunta is preparing incentives and sponsorships to attract congresses and conventions, directly linking those efforts to Xacobeo 2027.
Merelles also said professional events support the local economy by giving visitors first-hand experience of Galicia’s culture and cuisine, as well as its natural surroundings. He sees Xacobeo as a way to make MICE tourism a driver of internationalization and economic growth. El Correo Gallego reports that industry figures consider Santiago de Compostela well-suited to business tourism, although its infrastructure is better suited to medium-sized events than to very large congresses of 5,000 or more.
The region’s approach draws on lessons from previous Holy Years, dating back to Xacobeo 93. The Xunta credits these events with modernizing infrastructure and communications while expanding hospitality capacity. Now, the focus is on bringing MICE into the Xacobeo 2027 agenda with premium experiences and a sponsorship plan to encourage public-private collaboration. Fiscal incentives for private sponsors are also under consideration. Diario de Santiago reports that the sector sees MICE as a way to reduce seasonality and support economic activity beyond the busiest months.
The impact of Xacobeo 2027 is already taking shape: La Vuelta 2027 will start in Santiago de Compostela, with at least four stages planned in Galicia. La Voz de Galicia and Xunta de Galicia report that international promotion is underway, including the installation of the first Camino de Santiago marker in Ireland and expanded campaigns in markets such as Germany, the UK, and Italy.
Visibility is another priority. In the last months of the year, Galicia will attend six major industry events, including MIS Internacional in A Coruña, MICE & Forum Inside CEW in Cádiz, the Luxury Travel B2B Showcase in London, IBTM World in Barcelona, and two editions of the Global MICE Forum in Madrid and Córdoba. The appearances are intended to strengthen Galicia’s profile in national and international MICE circles.
Sustainability and social responsibility are also part of the plan. Merelles said Galicia and the Camino de Santiago provide a setting for responsible, locally connected conferences that can have a positive impact beyond the event itself. The region wants to pair professional standards with quality of life and respect for the environment.
