The city, together with Pau in France, is presenting the GREENMICE 2P project, focused on sustainability, innovation and public-private cooperation with the clear objective of deseasonalising tourism.
On 22 January, Pamplona presented the GREENMICE 2P cross-border project at FITUR 2026. This initiative, developed in collaboration with the French city of Pau, capital of Béarn, aims to strengthen the positioning of both destinations in the field of MICE tourism from a sustainable and collaborative perspective.
The presentation, held at the Navarra stand at FITUR, was attended by Mikel Armendariz, Councillor for Economic Promotion, European Projection, Innovation, Youth and Development Cooperation of Pamplona City Council; Javier de la Fuente, Commercial Director of NICDO (Navarra Impulsa Cultura, Deporte y Ocio); and Ana Beriain, President of the Navarre Hospitality and Tourism Association (AEHN).
The project is based on a reality shared by Pamplona and Pau as medium-sized cities with a tradition of hosting conferences, supported by a solid university, scientific and industrial fabric, and proposes MICE tourism as a strategic tool for deseasonalisation, capable of generating stable economic activity throughout the year and quality local employment.
In this context, Javier de la Fuente, commercial director of NICDO, underlined the importance of initiatives such as GREENMICE 2P for the positioning of the destination, stating that ‘these types of projects are necessary and can be very useful in strengthening our presence in the international market and attracting more events’.
GREENMICE 2P is committed to a development model based on sustainability and innovation, with a special focus on improving the competitiveness of the destination and adapting the sector to the new challenges of professional tourism. In this regard, the project envisages the development of common criteria for the organisation of more responsible events, joint promotion and marketing actions, and spaces for knowledge exchange between the public and private agents involved.
For her part, Ana Beriain, president of the Navarre Hospitality and Tourism Association (AEHN), highlights the value of knowledge of the sector, pointing out that ‘our wide range of services allows us to understand the day-to-day reality of tourism in Pamplona’, adding that the aim is for ‘the lines proposed in projects such as this to be useful and applicable to tourism in the city’.
One of the distinguishing features of the initiative is its public-private cooperation model, which brings together public administrations, conference centres and business associations from both sides of the border, with the aim of transferring the results of the project to the MICE ecosystem as a whole and generating a real impact on the territory.
With this presentation at FITUR 2026, Pamplona reinforces its commitment to conference tourism in line with European principles of sustainability, territorial cooperation and responsible economic development, consolidating its role as a MICE destination within the cross-border area.
The GREENMICE 2P project has been 65% co-financed by the European Union through the Interreg VI-A Spain-France-Andorra Programme (POCTEFA 2021-2027).
More information: https://visitpamplonairuna.com/