Fiestas as a business model: How small tourism businesses can monetize Spain’s festivals

In Spain, a festival is not just a celebration; it’s an economy in motion. From the tomato-splattered streets of Buñol during La Tomatina to the solemn yet spectacular processions of Semana Santa, Spain’s festivals are goldmines for tourism businesses. Small and medium enterprises (SMEs) have the agility, authenticity, and local knowledge to create highly profitable travel experiences.

Spain hosts several festivals annually, attracting millions of international and domestic travellers. From food and drink sales to accommodation and guided experiences, these events generate billions of euros. For SMEs, festivals present an untapped opportunity. Travellers seek unique, immersive experiences, and local businesses are in the best position to deliver them.

La Tomatina: Painting profits with tomatoes

The world’s biggest food fight, held in Buñol, attracts thousands of visitors annually. But while tourists may come for the thrill of hurling tomatoes, savvy SMEs know that the real money is in experiences beyond the one-hour event.

How SMEs can profit from La Tomatina:

• Exclusive pre-festival tours – Offer historical walking tours exploring Buñol’s culture, paired with tapas tasting experiences.

• Festival packages – Create VIP festival packages that include accommodation, transportation, and exclusive viewing areas.

• Merchandising – Sell waterproof phone cases, festival T-shirts, and eco-friendly cleaning kits to tourists.

• After-parties and food experiences – Organise post-Tomatina parties at local restaurants with traditional Valencian paella feasts.

Semana Santa: Turning tradition into tourism

Spain’s Holy Week (Semana Santa) is one of the most visually stunning festivals in the world. Processions featuring dramatic floats, hooded penitents, and religious iconography take over the streets of cities like Seville, Málaga, and Valladolid.

How SMEs can monetise Semana Santa:

• Behind-the-scenes access – Offer private tours of float-making workshops and rehearsal spaces where processions are prepared.

• Photography and VIP viewing experiences – Arrange premium seating with expert commentary on the significance of each procession.

• Culinary experiences – Design packages featuring traditional Semana Santa dishes, such as torrijas (Spanish-style French toast).

• Themed souvenirs and cultural workshops – Sell handcrafted replicas of Semana Santa icons and organise candle-making or music workshops featuring traditional marching bands.

Feria de Abril: Bringing in the big spenders

Seville’s Feria de Abril (April Fair) transforms the city into a flamenco-filled wonderland, drawing thousands of visitors eager to experience Andalusia’s passion for dance, food, and celebration.

How SMEs can profit from the Feria de Abril:

• Flamenco classes and dress rentals – Tourists love to dress up! Offer traditional flamenco outfits for rent, along with beginner flamenco dance lessons.

• Gastronomic experiences – Set up pop-up tapas bars, offer sherry-tasting events, or host private flamenco dining nights.

• Transportation and luxury experiences – Provide horse-drawn carriage rides or luxury transport to and from the fairgrounds.

San Fermín: Running with opportunities

The Running of the Bulls in Pamplona is one of the most iconic festivals in the world, attracting hundreds of thousands of visitors annually. It’s not just about the adrenaline, it’s an opportunity for SMEs to turn tradition into tourism revenue.

How SMEs can monetise San Fermín:

• VIP viewing spots and safety training – Provide premium balcony views for those who want the experience without the risk. Offer pre-run safety briefings and expert guidance.

• Curated accommodation packages – Collaborate with local hotels, Bed and Breakfasts, and vacation rentals to create festival-specific stays.

• Gastronomic adventures – Organise culinary tours featuring Navarra’s best pintxos, wine, and traditional festival food.

Las Fallas: Where art meets opportunity

Valencia’s Las Fallas is a pyrotechnic paradise, featuring giant paper-mâché sculptures that are burned in a dramatic fire spectacle. While the event is deeply rooted in tradition, SMEs can innovate their offerings.

How SMEs can profit from Las Fallas:

• Guided sculpture tours – Offer behind-the-scenes tours with fallero artists, explaining the meaning behind their creations.

• Firework viewing and VIP parties – Set up exclusive rooftop viewing areas for tourists to enjoy fireworks with drinks and tapas.

• Craft workshops and souvenirs – Sell miniature replicas of Fallas sculptures and host paper-mâché workshops.

SMEs are the future of festival tourism in Spain

With Spain’s festival tourism booming, SMEs are uniquely positioned to capitalise on these cultural goldmines. Small businesses have the flexibility, local expertise, and ability to offer exclusive, personalised experiences that modern travellers crave. Every festival is an opportunity waiting to be monetised, are you going to be the business that seizes it?

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