Through a sea of red and white, the gigantes y cabezudos (giants and big-heads) make their way through the crowded streets of Pamplona. The giants represent four kings and queens of different races (European, Asian, American and African) and are accompanied by the caricature-like big-heads in a procession which delights children and adults alike as one daily mainstay of San Fermin, known worldwide as the Running of the Bulls.

Held July 6–14 since 1591, the San Fermin celebrations attract huge numbers of tourists from around the globe each year, including a large contingent of incentive travelers. Made famous by Ernest Hemingway in The Sun Also Rises, the Running of the Bulls’ daily encierros and bullfights are the greatest attractions in Pamplona for international travelers during the year.

Running of the Bulls in Pamplona © Mmeeds | Dreamstime.com

While the festival brings an unrivaled excitement to the city, there’s a special buzz in the air in Pamplona no matter the time of year. Located at the start of the pilgrimage route to Santiago, the city welcomes a wide range of visitors year-round and, as a result, offers a well-designed infrastructure. In recent years, Pamplona started attracting MICE planners at corporations worldwide with large-scale venues; gourmet cuisine, from traditional pinchos to Michelin-starred; and varied accommodations.

Unique to Pamplona, one of the most popular spaces for meetings and events is the city’s Gothic cathedral. The Cathedral of Santa María is a city icon. The exterior features a Neoclassical façade while its interior is traditionally Gothic, based on the Cathedral of Bayonne in France. According to Victor Hugo, author of The Hunchback of Notre Dame, the cathedral’s cloister “represents perfection.” One of the finest examples of Gothic architecture anywhere in the world, 46 of the 56 keystones on the cloister’s vaults are decorated with relief work depicting the world of the creation. The cathedral also boasts one of only three Gothic kitchens in the world, meaning its transition more than two years ago to a MICE venue was a somewhat natural fit. Today, spaces within the cathedral can be rented for various events, and the church is currently the only cathedral in Spain used for such purposes.

Baluarte’s state-of-the-art facilities offer one of the largest congress centers in Spain at more than 678,000 square feet. Situated between Pamplona’s medieval town and its more modern extension, Baluarte’s L-shape, designed by Patxi Mangado, shelters an immense open square adjoining Parliament. For meetings, the structure offers a main auditorium, chamber hall, two conference halls and three lecture halls. Its exhibition hall and Muralla Hall can host larger-scale exhibitions. Parts of the city’s former Citadel walls are incorporated into the congress center’s design, while its rooftop boasts views across the city. Nearly every space in the building can be converted to host a variety of meeting or event types; other facilities and services include a 900-capacity parking garage, a restaurant, security, flexible hours and 365 days of operational service.

Pamplona attracts a large number of MICE events, particularly medical and health care events. In addition to the unique venues of the cathedral and Baluarte, Refena is more than an average fairground, located inside the city limits. Its three pavilions can host fairs, presentations, concerts, sporting events, meetings and more. The Colegio de Médicos de Navarra is an alternative for hosting health care, corporate and business events in a historic building with capacity for 300 people.

Pamplona Planetarium, opened in 1993, also provides an ideal MICE venue, as well as serving as one of Spain’s cultural and educational science hubs. Its projection dome is one of the largest in the world, and the venue regularly hosts exhibitions, lectures and shows. The auditorium can accommodate 240 people. For a fast-paced event, the Navarra Circuit’s multipurpose sports facility and five tracks offer a unique option. The on-site event department has access to gourmet catering, hospitality suites, pit garages, a convention room, a restaurant and a classic car museum.

Ernest Hemingway and Pamplona are intrinsically linked, and Hemingway’s favorite haunt, Gran Hotel La Perla, is a 5-star, historic hotel in the heart of the city. For more than 130 years, the property has hosted celebrities and dignitaries, with individual rooms designed for the historic figures who have stayed there.

Nearby Baluarte and Pamplona’s historic and shopping districts, Hotel Maisonnave is not only one of the city’s most popular hotels, but it is also a MICE venue in its own right, with capacity for events from 10 to 400 people. The Mirador restaurant serves traditional cuisine with a view of the city.

Palacio Guendulain, housed in a mid-18th-century building constructed under the direction of Sebastián de Eslava, Viceroy of Nueva Granada from 1685 to 1759, incorporates historic elements into its 25 rooms and suites. Luxury and history meld, and its first-floor rooms are ideal for meetings or events. Its restaurant’s private dining room proves a perfect venue for discussing business over a power meal with clients.

Other hotels offering robust meeting and event spaces include Muga de Beloso-Alma Pamplona, NH Pamplona Iruña Park, Hotel Puerto del Camino and Hotel Iruña Palace Tres Reyes.

Incentive travelers will be interested in the Navarra Wine Route, certified as a Spanish wine route and a socially responsible wine tourism territory. Activities in the vineyards include horseback riding, bicycle tours and guided tastings, while area attractions include the Royal Palace of Olite, the Wine Museum, the Church of Santa María de Eunate and the Romanesque bridge of Puente la Reina.

Beyond its meeting rooms, Pamplona welcomes visitors with its alluring history, its more than 20 percent of green space and its enticing cuisine. (Three city restaurants have Michelin stars: Rodera, Europa and El Molino de Urdaniz.) Whichever Pamplona visitors discover, they are destined to fall in love.