Investment in San Sebastián
premium, sustainable tourism with a forward-thinking visión
San Sebastián, with its unique blend of elegance, culture, nature, and world-class gastronomy, has firmly established itself as a strategic destination for premium tourism in Europe. This growing interest in the Gipuzkoan capital is creating opportunities for those looking to invest in tourism assets such as quality guesthouses, aparthotels, or tourist apartment buildings.
At FeelFree STAYS – specialists in managing premium, sustainable tourist accommodation – we have witnessed the boom in this market, where comfort, authenticity, and profitability go hand in hand. In this article, we explore San Sebastián’s tourism potential and how investors can capitalise on an upward trend to generate value in an ever-evolving environment.
San Sebastián: a strategic market for tourism investors
In recent years, San Sebastián has gained undisputed prominence on the international stage, becoming a benchmark destination for high-quality tourism in Spain, attracting both domestic and international travellers. Its unique combination of beaches and natural landscapes, haute cuisine, and a top-tier cultural offering has drawn a discerning segment of travellers seeking premium, comfortable, and thoughtfully curated experiences.
This growth is the result of strategic positioning led by San Sebastián Tourism and the Basque Government, who have launched targeted campaigns in key markets to boost the visibility of both the city and the Basque Country.
This promotional effort has paid off, with a significant increase in visitor numbers. According to the Eustat survey on Hotel Establishments in the Basque Country, San Sebastián surpassed the one million traveller mark for the first time in 2024, reaching a total of 1,029,670 – a 7.2% increase compared to 2023. Moreover, more than half – 53% – of these tourists were foreign visitors. This type of traveller, typically with a medium to high purchasing power, has driven demand for well-located accommodation with high-quality design, personalised services, and a distinctive offering.
National and international visitors
While a large proportion of visitors are Spanish, European markets such as the United Kingdom, France, and Germany also have a strong presence in San Sebastián. In addition, in recent years, the city has piqued the interest of travellers from the United States, Asia – particularly Japan and China – and Australia, all seeking to enjoy the relaxed exclusivity the destination offers. The dominant age group ranges from 35 to 55, with a notable presence of couples, families, and groups of friends with medium-high purchasing power, and an average daily spend of 232.90€, according to the 2023 San Sebastián Tourism Report.
Investment opportunity in San Sebastián
The city has undergone a significant urban transformation in recent years, including the emergence of mid-to-high-end residential developments and the restoration of properties offering distinctive apartments in prime locations. At the same time, today’s travellers are increasingly interested in staying in areas where they can discover the destination’s authenticity and immerse themselves in local life. One such example is the Antiguo neighbourhood, which has become a focal point for investors..
Sustainable tourism: Responsible Commitment and Added Value for Investors
Sustainability is no longer a trend – it is a prerequisite for competitiveness. San Sebastián, aligned with sustainable development policies and recognised for its environmental management, is seeing increasing demand from more conscious travellers. These visitors positively value projects that incorporate practices such as energy efficiency, the use of eco-friendly materials, and respect for the local environment.
At FeelFree STAYS, sustainability is at the heart of everything we do — integrated into every stage of our projects, from construction and refurbishment to the guest experience. We are committed to a respectful tourism model without compromising profitability.
- In the refurbishment phase, we prioritise eco-friendly materials, efficient insulation, and energy-saving solutions.
- In day-to-day operations, we implement sustainable practices in cleaning, consumption, and waste management, and collaborate with local suppliers.
- In the guest experience, we promote sustainable mobility, local culture, and a mindful travel ethos.
This combination of ethics and profitability leads to a precise effect: improved reputation and increased demand, occupancy, and customer loyalty, ultimately translating into better long-term returns for investors.
Outlook 2025–2030: growth and profitability
All signs suggest that San Sebastián will continue to consolidate its position as a reference point for high-quality tourism in Europe. Its image as a premium city, its ability to attract a discerning clientele, and its commitment to sustainability make investing in well-managed tourism assets today a strategic and profitable decision. In this context, well-designed projects that promote sustainable tourism and offer a differentiated experience will set the pace for the sector in the coming years.
For property investors, this transformation represents a unique opportunity to capitalise on the rising interest in high-quality tourism in San Sebastián. Assets in prime locations, offering both immediate returns and strong long-term value appreciation, are attractive for strategic investment in a market that continues to show signs of robust growth.
Looking to invest in tourism in San Sebastián?
Whether you’re looking to acquire, transform, or develop a tourism asset—such as a guesthouse, aparthotel, or apartment building—in San Sebastián, FeelFree STAYS is your trusted partner to maximise its value from day one. We connect profitability, sustainability, and experience to create tourism projects that generate real value for investors, travellers, and the city. Contact us to discover how we can be your strategic partner in San Sebastián.